【作者】 刘欢；

【导师】 汪涛；

【作者基本信息】 武汉大学 ， 市场营销， 2012， 博士

【摘要】 新兴市场企业的国际化已经成为目前学界的一个新兴的研究前沿（Peng等，2010），而中国企业的海外扩张则是其中最典型的代表。传统的国际营销战略研究主要关注不同企业的的国际营销绩效存在差异的原因，而传统的研究一般将其归结于内部资源能力或外部的产业结构的不同。虽然这些因素均在一定程度上解释了企业绩效存在差异的原因，但是往往竞争所需要的关键性资源超出了企业的边界，而企业所处的网络的差异也会导致企业间绩效的差异（Gulati，2007）。因此，战略管理学派将跨国公司网络这一概念引入到对该问题的研究中，将企业间的社会关系和组织内部网络作为重要的影响因素纳入到理论框架中来。但是，现有研究缺乏对营销战略网络的专项研究，而对于像中国企业这些来自于新兴市场的企业的国际营销战略网络的研究就更为罕见了。因此，本文的研究填补了这一理论上的缝隙。本文以中国跨国公司的国际营销战略为研究对象，将企业内部网络、上下游纵向网络、海外子公司的东道国网络作为影响国际营销战略的主要因素。从战略管理四要素出发，运用社会资本理论解读跨国公司的营销战略分析、战略选择、战略实施和战略调整特点。通过中兴通讯公司和正泰公司的案例，分别探究：海外子公司的社会资本对母公司国际营销战略分析能力的影响；上下游纵向社会资本对国际营销战略选择的影响；管理团队社会资本对国际营销战略实施的影响；以及面临不同国别市场社会资本的区域性差异时，企业是如何调整营销战略，进而维护并提升其竞争优势的。本文的研究达到了以下三个目的。首先，本文创新性地从社会资本角度研究了不同企业在国际营销战略分析、战略选择、战略实施、战略调整上的差异。其次，与现有研究大都基于消费品的顾客认知和购买决策模式不同，本文重点研究社会资本在工业品国际营销中的特殊价值和作用。最后，本文应用案例研究的方法比较了不同类型的海外市场在社会资本上的地域差异，来寻求适合工业品国际营销的区域性战略管理模式。为此，本文采取案例研究与规范研究相结合的方法，在案例研究中使用社会网络分析法选定具有代表性的访谈对象并评估其社会资本。具体来说，本文通过对中兴通讯公司和正泰公司的案例研究，辨析其国际营销战略的管理模式和特征，发掘跨国公司社会资本对营销战略的影响，探索我国企业开展国际营销战略管理的新途径和新方法。具体来说，本文的研究架构如下：第一章是导论，该部分介绍本文的研究背景和研究目的。紧接着在本文的第二章中对国际营销理论的文献进行了综述，这里包含了阶段理论、行为理论、出口带动理论、环境理论等以揭示国际营销的动因。然后，本文的第二章中还对网络模型和四要素模型进行了简要介绍。最后，在对现有文献进行回顾后指出了现有理论的局限性和不足，并提出了本文的研究缝隙。在第三章中，本文重点分析了社会资本和国际营销的有关概念。第四章和第五章是本文的案例分析，在利用本文的研究框架以正泰集团、中兴通讯为例全面分析了社会网络资本是如何作用于中国企业国际营销的战略管理的全过程。第六章是理论分析，在基于第四、第五章的案例分析后进一步在理论上进行了提炼，用规范研究的方法分析了内、外部，纵向横向社会资本对国际营销战略管理四大环节的影响。第七章是结论，在简要地总结了本文的研究结论后，提出了相关政策建议、并指出了本文研究的局限和未来可能的研究方向。更多还原

【Abstract】 Internationalization of emerging markets’ enterprises has becoming a new frontierthese days (Peng,2007). Expanding overseas of Chinese enterprises is the most typicalrepresentative. Traditional international marketing strategic research mainly focused onthe causes which led to different enterprises’ international market performance. Classictheories generally attributed all these to the difference of internal resources or externalindustrial structures between enterprises. While these factors are, to some extent,explained the causes of difference of enterprises’ performance, but some criticalresources needed for competition beyond the enterprise, and the network which theenterprises are in also caused the difference of performance (Gulati，2007).Therefore, the strategic management school introduced the multinationalenterprises’ network to study this issue and incorporated the social relations and internalweb as very important factors into the theoretical framework. However, there lacked ofthe specialized research on international marketing strategic network, let alone thestrategic network of the internationalization of emerging markets’ enterprises such asChinese enterprises. Therefore, this paper filled the gap.This paper took the Chinese multinational enterprises as a research subject, andviewed the internal network, the upstream and downstream network, and host country’snetwork as the main factors. From four factors of strategic management, utilizing socialcapital theory this paper interpreted multinational enterprises’ marketing strategicanalysis, strategic choice, strategic utilize, and strategic transform. From ZTE andCHINT case, this paper studied the social capital theory of foreign subsidiaries and itsinfluence on parent company’s international market strategic analysis capabilities, andhow the vertical social capital influenced the international market strategic choice, andthe social capital of top management team’s influence on international market strategicimplementation. This paper also studied how the enterprises adjusted their marketstrategy and thus to maintain and enhance their competitive advantages when they facingthe regional differences of social capital in different countries’markets.This study reached the following three purposes. First, this article studied thedifference of different enterprises in international market strategic analysis, strategicchoice, strategic implementation, and strategic adjustment from the perspective ofinnovative social capital. Second, exiting research mostly based on customer awarenessof consumer goods and buy decision model, this paper focused on social capital’s special value and role in the industrial international marketing. Finally, this paper comparedgeographical difference of social capital in different overseas markets in case study, toseek a suitable regional management model of industrial international marketing.We adopted the method of combining case studies and standardization research andselected representative interviewees and assessed their social capital using social networkanalysis. Specifically, this paper studied the ZTE and CHINT, and analyzed the patternsand characteristics of its international marketing strategy to explore the impact ofmultinational social capital of marketing, and strategic management and new methods.Specifically, the research’s framework is as follows. Chapter1is introduction. Thissection describes the research background and research purposes. Followed Chapter2reviewed the international marketing theories literatures including the stage theory,behavioral theory, the export-led theory, environment theory in order to reveal themotives of international marketing. In this chapter we also introduced network model andfour-factors model in briefly. After summarizing the limitations and deficiencies ofexisting theory, we raised research gaps. In Chapter3this paper focused on analyzing theconcepts of social capital and international marketing. Chapter4and Chapter5are thecase studies. We analyses the ZTE and CHNT and discussed how the social capitalinfluenced the Chinese enterprises’ international marketing strategic management.Chapter6is the theory analysis. In this chapter we refined the normative research basingon case studies of chapter4and chapter5. Specifically, this paper analyses how internal,external environment, vertical and horizontal social capital influence the four process ofinternational marketing strategic management. Chapter7is the conclusion. In thischapter we briefly summarize the conclusions of this paper, and raise some policyrecommendations, and pointed out the limitations of this study and possible futureresearch directions.更多还原