跨国公司全球营销策略与在华营销活动研究

The Research on MNCs′ Global Marketing Strategy and their Marketing Activities in China

跨国公司在全球范围内进行扩张时,是采用一体化营销战略还是当地化营销战略一直是跨国公司在实际决策中遇到的难点,这同时也是近年来营销理论界争论的一个焦点。通过对全球化营销和当地化营销两种营销方式内涵的挖掘,进而以Prahalad&Doz(1987)提出的一体化——当地化分析框架为基础,研究跨国公司在华的营销策略。研究结果表明:几乎所有进入中国市场的跨国公司都把本土化作为获取中国的胜利之本。

In the course of expanding globally, whether to choose integration or localization strategy is the difficulty which multinational corporations often encounter in theirs actual decision - making on marketing strategies. And this is also a focus of academic controversy on marketing in recent years. This study discusses the connotation of marketing integration or localization. It researches on MNCs＇ global marketing strategy and marketing activities in China based on the model of Integration Local Responsiveness by Praludad ＆ Doz （ 1987 ）. The findings show that virtually all multinational corporations entering China would adopt the marketing strategies of local responsiveness for the purpose of victory.