论全球营销战略及整合的全球营销战略模型IGMS——兼评其对我国企业发展跨国经营战略的启示

On Global Marketing Strategy and Integrating Global Marketing Strategy Model-Implications for Chinese Enterprises to Develop Multinational Strategy

全球营销作为21世纪指导跨国公司在全球市场扩张的全新营销理论和战略构架,得到了管理理论界和企业界的普遍关注。随着WTO各项准入规则在中国的实施,中国市场将在更大的范围内和更深的程度上与国际市场并轨,中国企业融入国际市场、参与全球化竞争已经迫在眉睫。本文主要研究全球营销战略的主要观点、基本模式、整合的全球营销战略—IGMS模型及全球营销及其整合战略的结论及其对中国企业发展国际化战略的启示。

As a totally new marketing theory and strategy framework which directs multinationals in global expansion, global marketing has received general concern from both management scholars and entrepreneurs. With the enforcement of WTO entrance rules in China, Chinese market will merge with international market in greater scope and deeper degree. Consequently, it is urgent for Chinese enterprises to make great effort to compete globally. This paper mainly discusses the main viewpoint and basic model of global marketing, integrated global marketing strategy-IGMS model, conclusions on global marketing and IGMS. Finally, We indicate the implications for Chinese enterprise to develop international strategy.