关键词: 全球化, 连锁书店, 国际战略

Abstract:

Point out that multinational companies have to move forward with integrating strategies both of
globalization and localization to attract consumers. Take Kinokuniya as an example, which has met with recent
success in the field of international extension, merchandise selection, promotion modes and global operations.
Kinokuniya has achieved some cultural innovation based on its global as well as local practice, which provides
some reference for domestic cultural enterprises to enter the world market.