【摘要】 本文在文献回顾基础上,构建了企业跨国市场营销分阶段战略模型,以中国企业和跨国公司宝洁为例,分析跨国市场营销分阶段战略在中国企业和跨国公司的应用。企业从准备开拓海外市场开始,要依序经过海外市场导入、当地市场渗透和全球市场一体化三个阶段。在内外因素剌激下,企业会依序从一个阶段过渡到下一阶段,各阶段有其营销特色和相应营销战略。分阶段战略模型对于中国企业的国际化具有借鉴意义,而宝洁(中国)营销案例正是这一模型的具体应用。更多还原

【Abstract】 Based on the academic review of company’s internaitonal strategy theory, the paper constructs a multi-stage model, in which a company on the move of international market will experience the introduction stage, host market localization stage and global integration stage. In each stage, the company has its own marketing goals and strategies and the specific marketing stimilus push it to the next higher stage. Finally the paper analyzes the model’s generalization and applications in Chinese enterprises and P&G in China market.更多还原