论跨国公司的全球营销战略  

On the Global Marketing Strategies of Transnational Corporations

作　　者：胡秀忠[1] 

机构地区：[1]重庆三峡学院经济贸易系,重庆404000

出　　处：《河北学刊》2003年第2期51-53,共3页Hebei Academic Journal

摘　　要：跨国公司的全球营销是以全球观为导向的整体营销。它通过建立竞争对手之间的战略联盟体,从竞争营销走向共生营销,从“全球扩张”到“全球学习”的营销,包括出口营销、国际营销、多国营销、全球营销、全球网络化营销等形态。The global marketing of transnational corporations is the overall marketing guided by the global concept. By establishing strategic alliances with competitive rivals, it has become the kind of marketing from competition to intergrowth and from 'global expansion' to 'global study', including export marketing, international marketing, multinational marketing, global marketing and the marketing of global network.

关 键 词：跨国公司 全球营销 战略联盟 特征 对策 

分 类 号：F276.7[经济管理—企业管理]