A Study of Global Marketing Strategy Based on a Research of Hundred Chinese Multinationals

摘要：

Focusing on the model of Global Marketing Strategy, we try to present the CGMS model and dimensions through the broadening of the dimensions and the reconstructing of the instrument. Basing on SAS and SPSS software, we analyze the relationships among global drivers, global marketing strategies and global performance, though an investigation into 97 Chinese multinationals. In the end of the text, suggestions to help Chinese multinationals promote their global strategies are discussed.

关键词： Chinese multinationals Model of global marketing strategy Global drivers Global marketing strategy

作者: Deng Zhuqing

作者单位: Nankai Business School, Nankai University, Tianjin, 300071

会议类型: 国际会议

会议名称: 第六届管理学国际会议(Proceedings of ICM2007 the 6th International on Management)

会议地点: 武汉

会议语种:英文

页码: 1035-1041

在线出版日期: 2007-08-03（万方平台首次上网日期，不代表论文的发表时间）