随着市场竞争的加剧,世界经济一体化进程的加快,以及信息化时代的到来,企业间的竞争已经跨越国界,成为一种环球大角逐。与之相应,营销也已经淡化了域别、国别色彩,日益成为一种全球性的企业行为,全球营销将成为又一种新的营销风潮。全球营销不能简单地理解为侵入某几个国别市场,它是一种思维。全球营销将全世界看成一个大市场,而将国界的重要性极小化;全球营销不是简单地跨国销售,而是涵盖了企业经营的全部内容。它既是扩张市场的需要,也是退而求自保的需要,还是在全球范围内寻求比较优势的需要。 With the intensification of market competition, the acceleration of the process of world economic integration, and the arrival of the information age, competition among enterprises has become a global competition. Correspondingly, marketing has also played down the domain and country colors, and has increasingly become a global corporate behavior. Global marketing will become another new wave of marketing. Global marketing cannot simply be understood as invading a few national markets. It is a kind of thinking. Global marketing sees the world as a big market, minimizing the importance of national borders; global marketing is not simply a cross-border sale, but covers the entire content of business operations. It is not only the need to expand the market, but also the need to retreat from self-protection, or the need to seek comparative advantage on a global scale.