华东经济管理
華東經濟管理
화동경제관리
EAST CHINA ECONOMIC MANAGEMENT
2015年
7期
143-149
,共7页
全球营销战略%标准化%适应性%趋同%需求-战略适配
全毬營銷戰略%標準化%適應性%趨同%需求-戰略適配
전구영소전략%표준화%괄응성%추동%수구-전략괄배
global marketing strategy%standardization%adaptation%convergence%demand-strategy fit
全球营销战略历来面临标准化与适应性的均衡困境。在全球营销战略标准化与适应性之争持续50年之际，对该课题研究进行综述。文章基于各主张的潜在假设引入偏好全球趋同的概念，提出以现代化、身份认同、自我构念为影响因素，行业为调节因素，以需求-战略适配性为核心构念的概念模型和相关假设，运用现代化理论、消费者文化理论阐述偏好全球趋同的影响因素，基于战略的环境适应观和公司能力观提出需求-战略适配性对公司绩效的影响机制。
全毬營銷戰略歷來麵臨標準化與適應性的均衡睏境。在全毬營銷戰略標準化與適應性之爭持續50年之際，對該課題研究進行綜述。文章基于各主張的潛在假設引入偏好全毬趨同的概唸，提齣以現代化、身份認同、自我構唸為影響因素，行業為調節因素，以需求-戰略適配性為覈心構唸的概唸模型和相關假設，運用現代化理論、消費者文化理論闡述偏好全毬趨同的影響因素，基于戰略的環境適應觀和公司能力觀提齣需求-戰略適配性對公司績效的影響機製。
전구영소전략력래면림표준화여괄응성적균형곤경。재전구영소전략표준화여괄응성지쟁지속50년지제，대해과제연구진행종술。문장기우각주장적잠재가설인입편호전구추동적개념，제출이현대화、신빈인동、자아구념위영향인소，행업위조절인소，이수구-전략괄배성위핵심구념적개념모형화상관가설，운용현대화이론、소비자문화이론천술편호전구추동적영향인소，기우전략적배경괄응관화공사능력관제출수구-전략괄배성대공사적효적영향궤제。
Global marketing strategy is still in the face of trade-off dilemma between standardization and adaptation. At the time when the dispute has lasted for 50 years, this study conducted a literature review. Based on the assumption of different arguments,heterogeneity or homogeneity of demand,this paper introduced the concept of preferential global convergence, and proposed a conceptual framework and related hypotheses, with modernization, identity and self-construal as anteced?ents,industry as moderating factor and demand-strategy fit as the key construct. This conceptual framework has a theoretical foundation of modernization theory, consumer culture theory, environment adaptation perspective and corporate capability perspective. The influencing mechanism is also proposed between demand-strategy fit and corporate performance.
