全球营销指企业通过在全球范围内的规划、布局,使其在世界各地的营销活动一体化,以便获取全球性竞争优势。作为具有世界眼光的大企业,在制定自己的营销战略上,往往不会受地域的限制,而是将自己的营销战略着眼于全球。本文以联想集团为例,通过对企业的全球营销战略研究,希望能对我国企业的全球营销战略的确立做出借鉴。 Global marketing refers to the business through the global planning, layout, marketing activities around the world to integrate, in order to obtain global competitive advantage. As a big business with a global perspective, it is often not restricted by the region in formulating its own marketing strategy, but focusing its marketing strategy on the world. This article, taking Lenovo Group as an example, hopes to make reference to the establishment of the global marketing strategy of Chinese enterprises through the research on the global marketing strategy of enterprises.