国际化感知风险与适应性营销策略——基于全球营销理论的权变观点

Internationalization Perceived Risk and Adaptive Marketing Tactics——Contingent View Based on Global Marketing Theory

将感知风险的概念从消费者行为研究领域引入国际化风险研究,以全球营销的适应性理论为前提,研究了国际化感知风险与适应性营销策略的权变关系。通过对问卷进行因子分析,总结出了与营销策略相关的10类国际化风险,然后利用聚类分析探索针对不同感知风险的营销策略选择倾向。

This paper introduces the concept of perceived risk into the study of internationalized risk from the research field of the consumer behaviors.It regards adaptive theory of global marketing as the prerequisite and studies the contingent relationship between internationalization perceived risk and adaptive marketing tactics.Through carrying on factor analysis to the questionnaires,the article summarizes ten kinds of internationalized risks correlated with marketing tactics,and then it utilizes cluster analysis to explore the inclination to different marketing tactics when enterprises confront different perceived risks.