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论文编号：	2056
作者编号：	032896
上传时间：	2010/4/14 11:19:34
中文题目：	基于绩效的国际产业市场细分战略研究
英文题目：	International Business Market
指导老师：	韩德昌
中文关键字：	国际产业市场 市场细分变量 市场细分战略 战略绩效
英文关键字：	International Business Market Market Segmentation Variables
中文摘要：	国际产业市场营销是指国际范围的企业间营销活动。在国际产业市场上，那些试图充分利用国际产业市场机遇，发挥自身优势的企业，必然面临一系列决策：哪些国家或地区是合适的可进入的市场？在这些可进入的国家或地区谁是潜在客户？如何使本企业的产品与市场需求相适应？这些决策实际就是国际产业市场细分战略决策。国际产业市场细分战略决策是国际产业市场营销战略决策的重要决策之一。但是，在现有文献中，关于产业市场细分决策研究，一般都是局限在国内范围的，很少涉及国际产业市场。另外，通过文献回顾发现，现有研究成果还没有人将国际产业市场细分战略决策与企业绩效联系起来。尽管企业越来越重视营销战略决策及其在企业管理中的作用，但是作为重要的营销战略决策之一的国际产业市场细分战略决策，它与企业绩效有无关系？如果有关系的话，它对企业绩效影响大小？这些问题还很少有学者涉足。而本文就是选择这一领域作为研究对象，研究基于绩效的国际产业市场细分战略决策问题。 首先，本文在进行相关文献回顾基础上，构建了基于绩效的国际产业市场细分战略决策模型，作为本文的研究基础。根据该模型的内容，企业进行国际产业市场细分战略决策时，应该在考虑战略绩效的基础上依次经历四个步骤：分析潜在目标国家/地区的吸引力因素；确定宏观细分变量并进行宏观市场细分；确定微观细分变量并进行微观市场细分；确定细分市场的管理范围。该模型是在借鉴现有文献并考虑了中国企业实践基础上提出来的，因此无论在理论上还是在实践方面，都是独特的。 其次，为了验证和修订该基于绩效的国际产业市场细分战略决策模型，本文首先通过定性研究，了解国际产业市场营销管理者是否支持或在多大程度上支持本文提出的决策模型。定性研究结果显示，该模型得到了被访问企业的管理者或国际产业市场营销管理者（关键信息提供者）的支持。这为进一步的定量研究打下坚实的基础。 最后，通过比较严密的定量研究（包括定量研究抽样框设计、调查问卷设计、定量研究变量设计、对于模型中各类因素的因子分析、多元回归分析和假设检验等），得出结论： （1）在国际产业市场细分战略决策中,首先要考虑的国家吸引力因素可简化为5个因子，即经济技术因子、人文基础因子、工业化竞争因子、金融政治因子和语言形象因子等。而且假设1（H1）和假设2（包括H2-a和H2-b）都得到了支持。也就是说，在国际产业市场细分决策过程中，绝大多数企业都要考虑国家/地区吸引力因素的影响（无论在哪个步骤）；无论从总体上讲，还是具体讲，国家/地区吸引力因素的应用都与国际产业市场细分战略的实施绩效有正向关系。而且，各个具体国家/地区吸引力因素对国际产业市场细分战略实施绩效的影响是有差异的。本文认为，这个决策环节应优先考虑“经济技术因子”，再考虑“金融政治因子”。 （2）在国际产业市场细分战略决策中所使用的宏观细分变量可简化为5个因子：即经济竞争因子、行业规模因子、客户类型因子、用途频率因子和产品组织因子等。而且，假设3（H3）和假设4（包括H4-a和H4-b）也都得到了支持。也就是说，在进行国际产业市场细分战略决策时，无论从总体上，还是具体讲，宏观细分变量的应用都与国际产业市场细分战略的实施绩效有显著正向关系。同时，各具体宏观细分变量对国际产业市场细分战略实施绩效的影响程度是有差异的。企业在进行国际产业市场细分战略决策时，应优先考虑“行业规模因子”，再考虑“客户类型因子”。 （3）国际产业市场细分的微观细分变量可简化为4个因子：采购政策因子、互动能力因子、购买成员因子和客户创新因子等。而且有关实证分析结果显示，假设5（H5）和假设6 (包括H6-a和H6-b)完全得到支持。也就是说，在进行国际产业市场细分战略决策时，企业对微观细分变量的应用无论从总体上，还是具体讲，都与国际产业市场细分战略的实施绩效存在正向关系。同时，各个具体微观细分变量的应用对国际产业市场细分战略实施绩效的影响具有显著差异。企业在进行国际产业市场细分战略决策时，应优先考虑“采购政策因子”，后考虑“互动能力因子”。 （4）在国际产业市场细分战略决策过程中，细分市场管理范围的应用，无论从总体上，还是具体讲，都与国际产业市场细分战略的实施绩效有正向关系；而且，细分后的国际产业市场的管理范围不同，他们对企业的国际产业市场细分战略的实施绩效的影响也不尽相同。对国际产业市场按照不同范围进行管理，其最终的战略绩效大小是有差异的，即按照“一国一市场” 进行管理对战略绩效的影响或贡献要大于按照“全球一市场”进行管理。假设7（H7）和假设H8（包括H8-a和H8-b）都得到了支持。同时我们也发现，按照“多国一市场”进行管理与国际产业市场细分战略的实施绩效是不存在正向关系的。 本文创新点主要体现在：第一，根据现有文献和企业实践，第一次构建了基于提高战略实施绩效的国际产业市场细分战略的决策模型。第二，分析了每一个模型因素和战略决策要素在国际产业市场细分战略绩效中所发挥的作用。同时，通过判断战略决策过程的关键步骤和与国际产业市场细分战略绩效的关系，对企业的国际产业市场细分战略决策进行了深刻透视。第三，清晰而具体地展示了国际产业市场细分战略决策及其实施与该战略绩效之间的关系。
英文摘要：	International business marketing refers to business-to-business marketing activities that take place around the world. In the international business markets, those companies that attempt to completely take advantage of the international market opportunities should inevitably confront with a series of decisions as follows: which countries or regions are properly enterable markets? Who will be the potential customers in these enterable markets? How will these companies’ products meet the need of these markets? Actually, all these decisions constitute the international business marketing segmentation strategic decision, which is one of the significantly international business marketing strategic decisions. In existing literatures, however, research on the business market segmentation generally focus on the Chinese mainland rather than the international business markets. Additionally, existing research fruits haven’t linked the international business marketing segmentation strategic decisions with company performance via the literature review. Although companies pay more and more attention to the marketing strategy and its effect on business management, as one of the significantly international business marketing strategic decisions, does the international business marketing segmentation strategic decision have nothing to do with the company performance or not? To what extent does it affect the company performance if any? Scholars scarcely set foot in these issues. While, this dissertation will select this field as the research object, and investigate the international business marketing strategic decision issues based on company performance. Firstly, the author constructs the international business marketing segmentation strategic decision model and treats it as the base of this research via related literature review. Based on this model, when it comes to making the strategic decisions of international business marketing segmentation, given the strategic performance IV companies should take turns to go through the following stages: (1) analyze the attractive elements of underlying target countries/regions; (2) confirm the macro analysis variables and segment the markets on the macro-level; (3) confirm micro analysis variables and segment the markets on the micro-level; and (4) confirm the managerial scale of segmentations. And this model is unique both in the view of practice and theory due to using existing literatures for reference and taking the Chinese company practices into consideration. Secondly, in order to test and modify the decision model of international business marketing segmentation strategy based on the company performance, this dissertation use the qualitative research method to find out whether or to what extent the international business marketing managers hold this model. The results reveal that this model is supported by the interviewed company managers and/or the international business marketing managers who are defined as the informants, which is foundation of the following quantitative research. Finally, via the rigorous quantitative research (including quantitative research sample frame design, questionnaire design, quantitative research variables design, factor analysis, multiple regression analysis and hypotheses test) the dissertation concludes that: (1) During the process of making the international business marketing segmentation strategic decisions, we should give priority to five elements——economy and technology elements, human elements, industry competition elements, finance and politics elements, language and image elements. And the results support the H1 and H2 (including H2-a and H2-b). In other words, during the process of segmenting the international business markets, overwhelming companies consider the effects exerted by national and regional attraction elements, no matter in which steps; both generally and specifically, the application of national and regional attractive V elements has positive relationship with the performance of the international business marketing segmentation strategy. Meanwhile, there is disparity among the influences on the performance of the international business marketing segmentation strategy exerted by idiographic national and regional attractive elements. And the dissertation holds that during this decision process we should give priority to economy and technology elements, and followed by finance and political elements. (2) The segmentation variables on the macro-level in the process of making the international business marketing segmentation strategic decisions can be grouped into five elements, i.e. economic competition elements, industry size elements, client type elements, usage frequency elements, product organizing elements, and so on. Furthermore, H3 and H4 (including H3-a and H4-b) are both supported by the research results. In other words, during the process of segmenting the international business markets, both generally and specifically, the application of macro analysis variables has the significantly positive relationship with the international business marketing segmentation strategy. Meanwhile, there is disparity among the degree of influences on the performance of the international business marketing segmentation strategy exerted by idiographic macro analysis variables. During the process of making the international business marketing segmentation strategic decisions, companies should give priority to industry size elements, followed by client type elements. (3) The segmentation variables on the micro-level in the process of making the international business marketing segmentation strategic decisions can be grouped into four elements, i.e. purchase policy elements, interactive capability elements, purchase member elements and client innovation elements, to name a few. Moreover, the related empirical analysis results show that H5 and H6 (including H6-a and H6-b) are supported. In other words, during the process of segmenting the international business VI markets, both generally and specifically, there is a significantly positive relationship between the application of micro analysis variables and the performance of the international business marketing segmentation strategy. Simultaneously, there is disparity among the performance of the international business marketing segmentation strategy exerted by the usage of idiographic micro analysis variables. During the process of making the international business marketing segmentation strategic decisions, companies should give priority to purchase policy elements, followed by interactive capability elements. (4) Both generally and specifically, there is a positive relationship between the application of management scale of segmentation and performance of the international business marketing segmentation strategy during the process of making the international business marketing segmentation strategic decision. Withal, distinct management scale of international segmentations affect performance of the international business marketing segmentation strategy different. The final degree of strategic performance has distinction if the international business market is managed according to different scale, i.e. the influence of the segmentation management on strategic performance based on the principle of “one market in each nation” is stronger than the principle of “one market in the globe”. The results give support for H7 and H8 (including H8-a and H8-b). Additionally, the author finds that there is not positive relationship between the segmentation management based on the principle of “one market in multi-nations” and the application performance of international business market segmentation strategy. The key innovations of this dissertation are as follows: (1) based on the existing literatures and company practice, the author firstly constructs the international business marketing segmentation strategic decision model for improving the application performance; (2) the author analyzes the influence of each element and VII strategy decision element in the model on the performance of the international business marketing segmentation strategy. Meanwhile, the author gives his insight deeply into the international business market segmentation decisions via judging the relationship between the key steps of the process of strategic decision and strategic performance of international business market; and (3) the author exhibits clearly the relationship between international business market segmentation strategic decision and application and the performance of this strategy.
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