回头客多的中国跨境电商如何做好谷歌推广？科特勒三步骤助力品牌出海
在商业世界里，菲利普·科特勒几乎是"营销"的代名词。作为"现代营销学之父"，他编写的《营销管理》持续再版，被翻译成20多种语言，被58个国家的营销人士视为营销宝典。
In the business world, Philip Kotler is almost synonymous with "marketing". As the "father of modern marketing", his book "Marketing Management" has been continuously revised and translated into more than 20 languages, regarded as a marketing bible by professionals in 58 countries.
第一步：决定进入哪些市场？
Step 1: Deciding Which Markets to Enter?
公司需要根据地理区域、居民收入、人口数量和政治气候等因素，决定进入哪些国家的市场。竞争的激烈程度也需要被考虑进去。
Companies need to decide which country markets to enter based on factors such as geographic region, resident income, population size and political climate. The intensity of competition also needs to be considered.
第二步：决定怎样进入市场？
Step 2: Deciding How to Enter the Market?
进入模式通常包括间接出口、直接出口、授权经营、合营和直接投资。这五种进入模式依次要求更高的投入、风险、控制力和盈利潜力。
Entry modes typically include indirect exporting, direct exporting, licensing, joint ventures and direct investment. These five entry modes require progressively higher investment, risk, control and profit potential.
第三步：决定全球市场营销方案
Step 3: Developing the Global Marketing Program
跨国公司需要根据当地情况来决定它们原先的营销战略应该在多大程度上进行改变。在标准化营销方案和本地化营销方案之间，针对每个目标群体量身定制营销策略。
Multinational companies need to determine how much their original marketing strategy should be changed based on local conditions. Between standardized and localized marketing programs, tailor marketing strategies for each target group.
科特勒曾说："论及未来时，有三种人：一种是创造未来的人，一种是顺应未来的人，一种是浑然不知已经发生了什么的人。"
Kotler once said: "When it comes to the future, there are three kinds of people: those who create the future, those who adapt to the future, and those who are completely unaware of what has happened."
