多國籍企業的國際市場區隔模式之研究

A Study of the International Market Segmentation Approaches

曾履平(L. P. Douglas Tseng) ； 李元恕(Yuan-shuh Lii)

《運籌研究集刊》 1期 (2002/06) Pp. 101-124

https://doi.org/10.7047/LRR.200206.0101

摘要

由於全球市場的激烈競爭，國際市場的區隔模式已成爲企業是否能夠成功的進入或拓展其全球市場的一個非常重要的決定性因素。爲了要探索在不同的産業裏企業的國際市場區隔模式，本研究發展出一個基模(schema)可將企業的國際市場區隔模式加以有系統的分析與歸屬。有別於一般的理論架構，此區分型基模的建立是根基於一般企業在區隔全球市場時的兩個重要攷量因素：母國爲基凖的區隔變數(home-based domestic segmentation variables)和國際企業環境爲基准的區隔變數(variables specific to international business)。根據這兩個區隔變數的考量程度，可以有系統的將企業的國際市場區隔模式劃分爲四種類型。此研究並在例證中針對汽車産業。此區分型基模的建立將有助於企業在區隔全球市場的策略研擬中有所依據。

關鍵字

多國籍企業 ； 國際市場區隔 ； 國際行銷 ； 母國基準區隔變數 ； 國際企業環境基凖區隔變數

並列摘要

This study proposes a schema that can be used as a framework for explaining various segmentation strategies employed by international companies across different industries. The schema provides a two-dimensional decomposition of international market segmentation approaches based on home-based domestic segmentation variables and variables specific to international business. By differentiating between low- and high-levels of usages of these two dimensions, four classes of segmentation approaches are identified. To illustrate this classification schema, the international market segmentation strategies of the automobile and soft-drink industries are investigated.

並列關鍵字

multinational corporations ； international market segmentation ； international marketing ； home based segmentation variables ； international business variables

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