联系我们

论文查询结果	返回搜索

论文编号：	1697
作者编号：	031812
上传时间：	2010/5/20 16:16:53
中文题目：	CGMS模型在中国高科技产业中的实证检验与应用研究
英文题目：	Global Marketing CGMS Model High-tech Industry
指导老师：	吴晓云
中文关键字：	全球营销 CGMS模型 高科技产业
英文关键字：	Global Marketing CGMS Model High-tech Industry
中文摘要：	高科技产业作为典型的全球性产业，近20年正在以数倍于传统制造业市场的速度迅猛增长，逐渐成为推动各国国民经济和世界贸易发展的主导力量；中国高科技产业也在稳健而快速成长的同时逐步纳入由美、日等发达国家跨国公司所主导的全球产业链中：跨国公司为了实现全球利润最大，基于自身技术、资金和管理经验等优势将处于不同国家的各个子公司的生产、销售连为一体，特别是通过加工贸易的国际分工形式，将各个东道国参与到了跨国公司构造的国际分工体系中，以充分享受国际贸易和经济全球化带来的利益；中国等发展中国家的高科技企业由于起步晚、基础薄弱，普遍缺乏技术、资金等关键性战略资源以及全球化的战略思维和行动方案，更多的被跨国公司纳入其全球产业分工体系较低层次环节导致其全球战略格局中的被动局面，限制了企业的发展壮大和产业的整体规模实力。因此，如何培养和提升一批具有相当国际综合竞争力的大型高科技跨国公司，进而带动中国高科技市场的整体发育和成长，这已经成为一项亟待解决的重要理论和现实问题。 本研究基于上述背景，将导师吴晓云教授提出的“中国企业全球化营销战略模型”（简称CGMS）引入中国高科技产业中，在验证模型适用性的同时对中国高科技企业的跨国经营战略以及内外部环境进行系统的测度与评价，在此基础上提出全球化营销战略模式和策略路线，以指导中国高科技企业在全球市场环境下的跨国经营实践，最终改变其在全球产业链中的被动地位。全文内容可以概括为四部分：第一，理论梳理部分，对本研究的主要理论依据CGMS模型进行阐述并提出研究假设；第二，实证研究部分，主要以高科技企业为例对第一部分提出的研究假设进行实证检验，以验证CGMS模型在中国高科技产业中的适用性和有效性；第三，测度与评价部分，依据CGMS模型的逻辑框架并结合相关指标数据对中国高科技企业的跨国经营战略表现及其内外部环境进行测度与评价；最后，战略建议部分，在实证研究结论的基础上应用全球营销战略理论体系对中国高科技企业在成熟的全球化外部环境下如何提升内部条件继而实现跨国经营战略的高层次转变给出了具体的针对性建议。
英文摘要：	During nearly 20 years, high-tech market has developed into a typical global industry with much faster speed than traditional manufacturing industry, which has been the dominant force to drive country economy and world trade. At the same time, Chinese high-tech industry is also steadily and fleetly growing, and enrolled into global industry chain dominated by multinationals of developed countries: to snatch more profit in global market, these multinationals integrate production and marketing of each subsidiary company in different countries. As a result, more host countries have been the members of international dividing system constructed by these multinationals which could fully enjoy the interest of economic globalization. However, compared with multinationals, high-tech companies in developing countries grow late and lack of key strategic resources such as core technology and enough capital, especially the thoughts and plans of global strategy, which result in the passive status of these developing companies in global industry and restrict their growing-up and the whole scale of country industry. So, how to develop more competitive high-tech multinationals to drive the growing of the whole industry in China has become an important theoretical and practical problem to solve. Based above-mentioned research background, this paper introduces the model “Chinese company Global Marketing Strategy” (CGMS) put forward by professor Wu xiaoyun into Chinese high-tech industry. After validating the model, this paper measures and analyzes cross-national strategy and environment of Chinese high-tech enterprises, then designs global marketing strategy and tactics to guide the practice of Chinese enterprises in global market. The whole context of this paper can be divided into four parts: firstly, theory reviews, the CGMS model is introduced and four research hypotheses are put forward; secondly, empirical research, this part validates the hypotheses in Chinese high-tech industry; thirdly, measurement and analysis, with the aid of key index data this part gives a detailed analysis of strategic behaviors, internal and external environments of Chinese enterprises; finally, strategic suggestions, based on empirical research conclusions systematical strategic guidelines and tactic routines are provided for Chinese enterprises competing in global market.
查看全文：	预览  下载(下载需要进行登录)