中国产业市场企业全球营销战略驱动因素实证研究

Empirical Study of Global Marketing Strategy Drivers in Chinese Industrial Market

以中国产业市场企业的跨国经营为背景,应用中国企业全球化营销战略模型,以宝钢、鞍钢、中石化、中海油等19家企业为例,对我国钢铁、石化和机械等重化工产业领域中企业的全球化营销战略与内外部关键驱动变量群组的关系进行实证检验,找出对战略产生关键影响的若干内部因素,据此进行深入分析并给出具有针对性的对策和建议。

Under the conditions of globalization,as an innovative conception of marketing strategy,global marketing strategy has been the main strategic trend for multinationals. Based on the practice of Chinese industrial multinationals ,this paper applies CGMS model to examine the relationship of global marketing strategic representation and internal and external drivers ,and explores the key internal factors. Lastly ,according to the empirical findings, this paper gives some managerial implications for Chinese industrial multinationals.