Global Marketing strategy choice: standardized orlocalizationThe trend of economic globalization makes multinational companies must choose appropriate management strategy, global marketing standardization and adaptability of the strategy is the unity of opposites relationship, the enterprise must according to different industry and products for specific analysis.1 the standardizationGlobal marketing standardization strategy is will the world as a unified big market, the overall goals for enterprise, centralized organization resources, development of domestic and international marketing opportunities process. When different countries for a commodity consumer tastes and preferences similar, there is a widespread demand, therefore, can be in marketing strategy, emphasize on national boundaries fade global market commonness and convergence. Advanced communications, transportation and disseminating technology makes the world produced strong convergence, creating a more the same market, consumer needs and preferences became assimilated, these make products , production and business rules standardization, thus pushing the standardization of global marketing .The benefits of global marketing standardization include: is the enterprise enlarge market share, reduce cost and obtain the scale benefits, achieve competitive advantage: to set up the business enterprise unified brand image, enlargement popularity: to achieve organizational structure of the simplistic and management procedure.Global marketing standardization mainly includes the marketing process and marketing strategy combinations of standardization. The marketing process standardization is a sequence of goals and tasks, problem solving process, the decision-making process and performance evaluation mode of standardization. Marketing strategy combinations standardization is a global market in use the same channel system, using the same promotion methods, in the same price to offer the same products. In fact, it is difficult to in the global market and make the marketing process and marketing strategy combinations true standardization.2 adaptability and says localizationDue to the international enterprise products need for sales in multiple countries, in some cases, the enterprise must take into account the different needs in different countries .When different countries customer grade and preferences, habits, etc, when there is a big differenceto exert its function adaptive strategy.Global marketing adaptive strategy or say is considering localization strategies in different areas and different races, cultures customers personalized and diversity, on demand, the difference and marketing products meet global different specific needs of customers. Since countries and regional market widely exist between non-tariff barriers, cultural, economic development level, the government's policies, laws and regulations and laws and distribution system, etc, therefore according to difference of the specific conditions of the local implementation of suitability, distribution, communication, pricing, promotion strategy or change some product features.Implementation marketing localization strategy is based on the theory of segmentation and positioning theory, friction theory. Subdivision and orientation theory is that the world market is a market of heterogeneity, based on the differences between different markets, according to local market segment the positioning of the standard can be obtained differentiation strategy of advantage. To adapt to the local customer demand preference products perhaps because can improve customer satisfaction and make customer willing to pay higher prices to offset the global standard conditions the cost of saving. Friction theory is that although standardization brings the scale economy would lead to lower costs, but headquarters and local manufacturing and marketing agency or local distribution channels will produce operation of the friction between the cost for coordination.The implementation of the localization marketing strategy in some multinational company, from a huge success, for multinational companies globalization remained prick-eared established. These companies in "think globalization, action localization" of policy guidance, and strive to "do as the Romans do", try hard to pass the indigenisation marketing strategy target market marketing environment across the barriers would brand is deeply rooted in the heart of target country customer, become international marketing successful model. Localized marketing has already become the global marketing strategy of multinational companies is an important choice.3 global strategic choiceWith the pressures of standardization and adaptability for index division, there are four options for global strategy3.1 The global modelFacing the global standardized pressure great and adaptability pressure is lesser, multinational companies generally USES the global mode, namely the standardization strategy. In the global model, the parent company of centralized decision-making, and most of the business overseas strict control.Take low-cost global competition strategy companies usually use this mode. Companies usually take global as a single market, identity different countries consumer preferences have actually difference, lowest cost and technology in the best place for production to obtain economies of scale effect , will be standardized products to global markets.Using the global model of the company needs to do a lot of coordination work, and these companies have to subsidiaries in different countries to determine the transfer between the product price.3.2 Multinational modeFacing the pressure of global standardization and adaptability of great pressure, you can use cross-border mode. That in the global economy, in order to gain a competitive advantage, you need to clear from both adapted to local conditions, transfer of technology and cost savings in the pursuit of profit, allowing enterprises to access global expansion while it benefitsMultinational mode characteristics are, will some functions cost saving place and put some other functions so that more adapt to subsidiary local situation. Some strategic elements such as consumer demand preference, local culture, distribution channel, competitors and government policies, laws and regulations and laws may be taken into consideration on its differences and adaptive strategy. For other factors, such as production and technology standardization strategy is taken.3.3 International modelFacing the global standardization pressure and adaptability pressure are very hour, can choose the international mode. In international mode, subsidiary although a certain degree of introducing new products according to local conditions, but like the freedom of research and core ability tend to be concentrated in the parent company. Subsidiary in new products, new techniques, new concept depends on parent company, need a lot of parent company coordinate and control.International model's principal shortcoming is the freedom of maximum affiliates without respond to local conditions, nor to scale economy to implement low cost.3.4 The allied modeThe adaptability of facing larger pressure, while the global standardization pressure relatively hours, can choose the allied mode. Namely the local culture, consumer demand and preferences, distribution channel, product, promotion, competitors and substitutes, government policies, laws and regulations and laws and multinational company's parent company, big differences by strong global standardization implementation resistance. Then must fully considering the influence of regional difference of product, price, promotion, anddistribution locally portfolio decision.Among the many nations mode, although parent company also exercise final control, but it gives subsidiary big autonomy, affiliates can according to the local conditions make corresponding change. Its advantage is the fast reaction of the local market, products and services in subsidiary metastasis between. Main drawback is high manufacturing costs and repeat work.全球营销战略选择：标准化还是本土化经济全球化的发展趋势使得跨国公司必须选择合适的经营战略，全球营销标准化和适应性的战略是对立统一的关系，企业必须根据不同行业和产品进行具体分析。