全球营销战略模型的检验指标创建及其应用——以60家跨国公司在华子公司全球营销战略的实证检验为例  

Founding of indices for a model of global marketing strategy with empirical support—Empirical study of sixty global companies operating in Chinese market

作　　者：吴晓云[1] 邓竹箐[1] 

机构地区：[1]南开大学国际商学院,天津300071

出　　处：《管理科学学报》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)

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.

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 

分 类 号：F276.7[经济管理—企业管理]