A Study on Glocalized Product Strategy of LEGO Group
乐高集团全球本土化产品战略研究
Chapter IV Analysis of LEGO's Glocalized Product Strategy
第四章乐高全球本土化产品策略分析
After a discussion of LEGO's global operations, it is clear to all that LEGO has grown into a well-known brand in the toy industry over the years. In the past, LEGO had focused on standardized product strategy globally. As the global market changes, LEGO has to compete with products from the host country. LEGO's products are sold in more than 130 countries around the world, and there are vast differences in geography, customs and social cultures in each country. To gain more customers in these countries, it is forced to make some changes. Great achievements is the result of its excellent glocalized product strategy.
在讨论了乐高的全球运营之后,大家都清楚地看到,乐高这些年来已经成长为玩具行业的知名品牌。过去,乐高一直专注于全球标准化产品战略。随着全球市场的变化,乐高不得不与东道国的产品竞争。乐高的产品销往全球130多个国家,每个国家的地理、习俗和社会文化都有很大差异。为了在这些国家获得更多的客户,它被迫做出一些改变。卓越的全球本土化产品战略是公司取得巨大成就的基础。
LEGO's official website is open to the global customer, and everyone can get what they need by simply switching countries, regions and languages. To make a specific study on LEGO's overseas product strategy more precisely, the author accessed LEGO's official website in the United States through a dedicated network. Through comparison and operation, the consumption process is consistent with local consumers. The next step will be to explore how LEGO carries out its localized product strategy from a global view by visiting and observing LEGO's official website in China and the United States.
乐高官网面向全球客户开放,每个人只需切换国家、地区和语言,就能得到自己需要的东西。为了更准确地对乐高的海外产品战略进行具体研究,笔者通过专门的网络访问了乐高在美国的官方网站。通过对比和操作,消费过程与当地消费者一致。下一步,将通过参观和观察乐高在中国和美国的官方网站,从全球视野探索乐高如何进行本地化的产品战略。
Globalized Operations of LEGO's Product Strategy
乐高产品战略的全球化运作
Products are the foundation of an enterprise, and the fundamental purpose of business operations is selling products. When a company's products are superior in quality and design, then it is qualified to operate with a global standardization strategy (Wang, 2006). LEGO is unrivaled in its industry in terms of quality and design. As the international market situation changes, LEGO also adjusts its product strategy in each country and region. Whatever the market conditions are, the core elements of its global
产品是企业的立身之本,企业经营的根本目的是销售产品。当一家公司的产品在质量和设计上都是上级的,那么它就有资格采用全球标准化战略来运营(Wang,2006)。LEGO在质量和设计方面在其行业中是无与伦比的。随着国际市场形势的变化,乐高也调整了在各个国家和地区的产品策略。 无论市场状况如何,其全球