基于CGMS模型的我国家电企业全球化战略的瓶颈因素及其战略对策

On the Key Influencing Factors of Global Marketing Strategy and Countermeasures of the Chinese Household Electrical Appliance Enterprises Based on CGMS Model

本文应用跨国企业的全球营销战略模型(CGMS),选取在国内具有影响力和代表性的19家家电企业为研究样本,对其全球营销战略与内外部关键影响力因素关系进行实证检验,运用多元线性回归统计技术找出影响制约家电企业提升全球营销战略水平的瓶颈因素,并据此给出相应的对策,以期对我国家电企业提升全球化战略水平有所裨益。

The paper tries to find out the key factors which influence the global marketing strategy of the Chinese household electrical appliance enterprises with CGMS and carries out an empirical study with the data collected from the 19 Chinese enterprises.After muhianalysis we find out the key influencing factors and give the corresponding countermeasures, as to improve the global marketing strategy.