中国跨国公司“全球导向-渐进式”国际经营战略思考——以97家中国跨国公司营销战略的实证资料为依据

A Study of "Globalization Oriented-gradual Style" International Operation Strategy of Multinationals——Based on Empirical Data of 97 Chinese Multinationals

本文提出和阐述了中国跨国公司基于全球导向的渐进式国际化战略的思想。依据跨国公司全球营销理论,结合97家走在国际化最前列的中国跨国公司的实证资料数据,针对处于不同国际化阶段的中国企业,提出了新型出口营销战略、新型多国营销战略和全球营销战略,并为中国企业就各阶段战略量身定做出整体规划和具体方案。战略模式的提出贯彻了"全球导向-渐进式"的核心思想,以期对中国跨国公司的国际化战略发展有所启发。

The paper presents the international strategic ideas of Chinese multinationals based on ＂globalization-oriented gradual style＂. Focused on the model of global marketing theories, it brings forward the concepts of new expert marketing strategy, new multinational marketing strategy, and global marketing strategy. It aims at the different internationalization stages of Chinese enterprises through 97 Chinese multinationals, which rank the forefront of the internationalization. And then we discuss the overall planning and specific programs for the different internationalization stages of Chinese enterprises. The proposition of strategic model, in accordance with the core concept of ＂globalization oriented-gradual style＂, is to promote the international strategic development of Chinese multinationals.