论跨国公司全球战略下的市场营销

On the Marketing of Multinational Corporations under the Global Strategy

随着世界经济一体化,大型跨国公司逐步实施全球战略。与之相适应,其国际市场营销活动也逐渐趋于成熟,呈现出新的微观运作机制和动态变化的特征,这种动态性使得战略性优势必须与国际市场的演变阶段相适应,需要考虑产品的可认知性及时代特征。跨国公司在实施全球战略过程中,通常较多地运用分步国际化、一步到位的国际营销策略或者“碰运气”的营销战略。当然,跨国公司国际化营销的程度取决于该公司创新与守旧的状况。

With the development of the integration of the world economy,multinational corporations of large scale started to implement the global strategy.In this situation,multinational corporations ,marketing in international market has gradually matured,and displayed a new micro-operational mechanism and the developing characteristic.In implementing the global strategy,multinational corporations usually select such marketing strategies as process internationalization,ac-complishing the goal in one step,or'taking a chance'.Of course,the degree of the internationalization of the marketing is determined by the situation of innovation in those multinational corporations.