产品标准化战略模型及其实证检验--以60家"世界500强"在华跨国公司的实证检验为例

产品标准化战略作为跨国公司全球营销战略重要的经营模式,一直以来,在理论和实践方面都受到跨国公司的普遍关注,在全球营销战略领域表现出极强的实践性.但是,迄今为止,尚缺乏一个对理论和实践均具有指导意义的产品标准化战略的综合模型.本研究在继承、发展以往学者有关产品标准化战略的零散研究基础上,对产品标准化战略的内涵和影响该战略的内外部因素进行了深入、系统的梳理、归纳和提炼,构建了"产品标准化战略理论模型",并对60家"世界500强"在华跨国公司的调研数据进行了实证检验,丰富和发展了全球营销战略理论.

Product Standardization Strategy Model with an Empirical Study: With a Sample of Sixty of Fortune Global 500 Companies Operating in Chinese Market

As a major component of global marketing strategy, product standardization has been widely paid attention to for a long time. However, a generally accepted conceptualization of product standardization offering theoretical and managerial implications has been lacking. The authors ab- sorb and develop the scattered arguments advanced by foreign scholars, and investigate the components of the product standardization strategy and its influencing factors. After that they propose a conceptual model of product standardization strategy and test it with a sample of sixty Fortune Global 500 Companies operating in Chinese market, whose result nurtures the theory of the global marketing strategy.