区域消费差异研究消费者行为研究领域有两派学术思想,可称之为“消费全球化论”与“消费区域差异论”。国际营销的理论研究中,标准化与适应性问题是近半个世纪以来学术界长期关注并存在争议的问题。前者强调全球化,后者强调本土化。标准化观点的支持者主张不同国家和地区运用相同的营销组合和营销决策过程,适应性观点的支持者则认为不同国家和地区的社会文化、消费者行为和对应方式、竞争状况、市场基础条件等方面存在 Research on Regional Consumption Disparity There are two schools of thought in the field of consumer behavior research, which can be called “Theory of Consumption Globalization” and “Consumption Regional Difference Theory”. In the theory research of international marketing, the issue of standardization and adaptability has been the subject of long-term concern and controversy in academia for nearly half a century. The former emphasizes globalization, while the latter emphasizes localization. Proponents of a standardized view advocate that different countries and regions use the same marketing mix and marketing decision-making process. Proponents of adaptive view believe that social culture, consumer behavior and counterparts, competitive conditions, market fundamentals, etc. in different countries and regions, etc. Aspects exist