本土化与国际化奥美是一个世界性的企业,奥美在中国的成功,也正是他本土化策略的成功,他们是怎样在中国市场开展业务,也成为很多同行关注的问题。鲍勃认为中国对奥美是一个难得的机会。“显然我们已经不再是一个初来者了。我们已设立了许多分公司,也看到了很多好机会。我们把业务主要分成了两部分:在每一个分支机构,做当地的工作;另一方面,我们也为全球性的企业服务,把他们带进中国。我们努力把每一地办事处的每一件事做到最好,这其中包括当地业务和 Localization and Internationalization Ogilvy & Mather is a worldwide enterprise. The success of Ogilvy & Mather in China is exactly the success of his localization strategy. How they do business in the Chinese market has also become a concern of many peers. Bob believes China is a rare opportunity for Ogilvy & Mather. "Obviously we are no longer a beginner.We have set up many branches, also saw many good opportunities.We have the business is divided into two parts: in each branch, doing local work; the other We also serve global businesses and bring them into China, and we work hard to make every single thing in every office the best, including local businesses and