摘要
在继承国外学者有关全球营销战略的理论模型基础上,开发和创建了测度该模型的一整套指标体系,用以对60家全球型跨国公司(均为“财富全球500强”)在中国市场上实施的全球营销战略从内外部驱动力、战略表现和经营业绩方面进行相关性检验,对在华跨国公司全球营销战略的基本模式和运作特点作出评价,据此对中国企业参与全球竞争、发展跨国经营战略提出有针对性的管理建议.
By inheriting and developing the theoretie model of integrated global marketing strategy advanced by foreign scholars, the authors innovatively develop a system of indices for the model＇s evaluation and then empirically utilize these indices to appraise the marketing strategies taken by some ＂Fortune Global 500 Companies＂ operating in Chinese market from three major angles——namely, internal and external drivers, strategic representation and finn performance, then draw a conclusion on the underlying pattern and the operating characteristics of those conlpanies. Correspondingly, the authors put forward some helpful suggestions for Chinese enterprises to develop transnational marketing strategies and be competitive in global marketplace.
出处
《管理科学学报》
CSSCI
北大核心
2006年第1期68-78,共11页
Journal of Management Sciences in China
基金
国家自然科学基金资助项目(70272028)
关键词
跨国公司
全球营销战略模型
内外部驱动力
战略表现
经营业绩
MNC
global marketing strategy model
internal and external drivers
strategic representation
firm performance
作者简介
吴晓云（1955-），女，北京人，教授，博士生导师．
