摘要
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。
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.
出处
《华东经济管理》
CSSCI
2014年第3期147-151,共5页
East China Economic Management
基金
国家自然科学基金面上项目(71172034)
上海市哲学社会科学规划课题(2013EGL007)
复旦大学"985工程"三期整体推进社会科学研究项目(2011SHKXZD006)
上海大学创新基金项目
上海高校青年教师培养计划项目
关键词
国际营销
学派演变
研究内容
研究方法
international marketing
ontology
research contents
research methods
