基于CGMS模型的中国跨国公司全球营销战略研究--97家中国跨国公司的实证调研

A Study of Chinese Multinationals' Global Marketing Strategies Based on CGMS Model--an Investigation of 97 Chinese Multinationals

针对中国企业全球营销战略的理论及实证研究比较罕见.本文聚焦关于“全球营销战略模型”的研究,根据中国跨国公司的特征,对模型维度的内涵进行拓展,对量表进行重构,形成CGMS模型及维度.并采用基于SAS和SPSS软件的典型相关分析、一元回归分析等方法,对调研的97家中国跨国公司的全球营销动因、战略和业绩的水平及三者之间的关系进行了综合分析.最后就中国跨国公司提升全球营销战略提出管理建议,并讨论了研究局限性和未来方向.

Studies on global marketing strategies of Chinese multinationals have been little touched upon both theoretically and empirically.This paper,focusing on the models of Global Marketing Strategy,keeping Chinese multinationals'particular features in mind,attempts to build the CGMS model and dimensions through broadening the model dimensions and reconstructing the instruments.Based on representative correlation analysis and one variable regression analysis by SAS and SPSS software,a synthetic analysis of the relationships among global drivers,global marketing strategies and global performance on 97 Chinese multinationals is pursued.In the end,managerial suggestions on the global marketing strategies of Chinese multinationals are put forward.The research limitations and future directions are also discussed.