中文摘要：

现有研究成果在国际营销的标准化和差异化选择上争论不休，这是对标准化内涵的误解。标准化不等同于统一化；标准化的显著好处是建立最佳秩序，改进产品、过程和服务的适用性。企业开展国际营销活动，必须首先制定标准化战略，然后科学选择进入目标市场的标准类型，最后要积极实施标准国际化策略。

英文摘要：

There are disagreement on standardization and differentiation of international marketing in existing research result, which are misunderstanding about connotation of standardization. Standardization is not unification. The noticeable advantage of standardization lies in building optimal order to improve applicability of productions, processes and services. When begin intemational marketing, enterprises should make standardization strategies firstly. Secondly, they should choose the type of standards to enter object market in scientific manners. Finally, they should facilitate standards internationalization strategies actively.