CAJ | 학술논문

文章对国际营销领域研究进行梳理，发现该领域研究重点从如何在国外市场政治经济等制度环境中有效扩展业务向如何在全球化时代有效回应消费者需求转变；研究目标从如何构建公司国际营销管理流程和方法向如何理解和应对不同文化背景中的消费者行为和偏好转变；影响因素则从显性的经济法律等社会制度向隐性的文化因素转变；研究方法从简单的思想碎片式和定性分析到分析技术复杂的实证研究。
문장대국제영소영역연구진행소리，발현해영역연구중점종여하재국외시장정치경제등제도배경중유효확전업무향여하재전구화시대유효회응소비자수구전변；연구목표종여하구건공사국제영소관리류정화방법향여하리해화응대불동문화배경중적소비자행위화편호전변；영향인소칙종현성적경제법률등사회제도향은성적문화인소전변；연구방법종간단적사상쇄편식화정성분석도분석기술복잡적실증연구。
The paper combs researches in international marketing field. It finds that the focus in this field has shifted from how to expand effectively international business in foreign markets,such as political and economic system,to how to respond effec-tively to the changing needs of consumers in the age of globalization;the research objectives have shifted from how to build the process and method of international marketing to understand and cater consumers’ behavior and tastes in different cultures;the influencing factors have shifted from dominant social economic and legal systems to implicit cultural factors;the research methods have also shifted from simple ideas fragmented and qualitative analysis to the sophisticated empirical method.