跨国营销模式选择的权变影响:基于顾客视角的研究  

Contingent Effects of Multinational Marketing Mode:A Customers’ Perspective 12

作　　者：张峰[1] 吴晓云[2] 

机构地区：[1]南开大学国际商务研究所 [2]南开大学商学院

出　　处：《南开管理评论》2011年第6期95-108,127,共15页Nankai Business Review

基　　金：国家自然科学基金项目(71172069;70872054);中央高校基本科研业务费专项资金(NKZXB10111)资助

摘　　要：本研究结合对华为、普华永道以及顶新国际集团等跨国公司的实地访谈选定"母国—东道国"和"东道国—东道国"两类研究视角,以普通消费者非常熟悉的牛仔裤、运动鞋和笔记本电脑等产品类别中的相关品牌作为测试对象,选择来自于中国、加拿大、日本和韩国等具有跨国界经历的顾客作为调研样本,分别检验了以品牌母国和品牌东道国为基准衍生出的营销标准化程度对东道国顾客心理的影响关系模型。模型中加入了市场情境因素作为调节变量。最后,结合具体事例针对中国企业做了引申讨论。Could customers in host countries accept standardized marketing？ The empirical results of prior literature were ambiguous. Thus, the purpose of this study is to address the two questions of whether and when standardized marketing could positively affect customers＇ mindset （cognition, emotional response, and loyalty）. Such works are arranged as follows： firstly, two scenarios for studying marketing standardization （i.e., home-host country and host-host country scenarios） are differentiated based on the literature review and field studies of Hua Wei, Pricewaterhouse, and Ting Hsin. Secondly, from multi theoretical perspectives, the authors analyze the effect of marketing standardization on customers＇ mindset and the moderating effect of market similarity between them. Thirdly, considering the difficulties and complexities of a cross-cultural study, the authors explain the measurement design, the choosing of product categories and samples, and data collection in details, e.g., international students with cross-national experi- ence are chosen as samples. Finally, the empirical results of SEM under two scenarios indicate that： （1） the degree of marketing standardization significantly affects customers＇ cognition, emotions and behaviors; （2） the market similarity between home and host countries or between host and host countries positively moderates the effects of marketing standardization on customers＇ mindset; （3） in more similar markets, marketing standardization makes greater effects on customers＇ mindset, i.e., ifMNCs adopt consistent marketing modes among countries which are similar in social culture, customs, customers＇ preference, they will more easily be accepted by customers and enjoy the benefits from the standardization; （4） in less similar markets, marketing standardization makes nearly no significant or even negative effects on customers＇ mindset, i.e., if MNCs adopt consistent marketing modes among countries which are different in social culture, customs, cust

关 键 词：营销标准化 顾客 市场相似性 母国-东道国 东道国-东道国 

分 类 号：F274[经济管理—企业管理] F224[经济管理—国民经济]