本书全面系统地介绍了国际市场营销学。

全书包括六篇内容。第一篇为导论，包括第一和第二章，介绍国际市场营销学主要概念、主要理论等内容；第二篇为国际营销环境分析，包括第三至第六章，介绍国际营销经济环境、国际社会文化环境等内容；第三篇为国际营销战略，包括第七至第九章，介绍国际营销战略规划、国际营销的市场细分等内容；第四篇为国际营销组合策略，包括第十至第十三章，介绍国际市场产品策略、国际市场价格策略等内容；第五篇为国际营销的组织和控制，包括第十四和第十五章，介绍国际营销的组织及国际营销的控制；第六篇为国际营销的未来，包括第十六和第十七章，介绍国际营销的数字经济时代和国际营销展望。

本书的突出特点是全面地、创新性地引入了新形态教材的理念与方法，使纸质、网络多种媒介有机结合在一起。学生可以从文字、PPT等获取教学相关知识与内容，为学习带来极大便利，提高了教与学的效率。本书每章都有全球视角引出每章内容，章后附有本章小结、课后习题、本章讨论案例以及自我评价。同时，通过扫描书上各章节中的二维码，可查看PPT、补充说明资料以及教学大纲、模拟试卷和答案等。

前 言

中国和世界正处于“百年未有之大变局”：世界经济重心在变、世界政治格局在变、

全球化进程在变、科技与产业关系在变、全球治理在变，国际秩序和全球治理体系正面

临重塑。同时，国际市场营销环境发生着许多深刻的变化：市场不断延伸，国际化程度

超过任何时代，随之而来的企业间的市场竞争空前激烈。对于发展迅速的中国企业，从

早年看似遥远的国际市场营销，逐步发展到今天近在咫尺的国际市场营销，所亟待解决

的已经不是如何面对的问题，而是如何真真实实地参与其中、融入其中。中国已经成为

国际市场环境中不可少的元素，中国企业也正在长袖善舞一样在全球的市场竞争中展现

着充满东方智慧的营销哲学、营销技巧。在这日新月异的环境下，本书迎来了第四版修

订工作。

本书作为国家级规划教材和21世纪营销学精品教材，自出版以来得到社会各界广泛

的认可，国内百余所高校采用本书作为教材，一些培训机构也采用本书作为培训教材，

本书亦有在短时间内14次印刷的畅销史。兄弟院校和培训机构对本教材的采用是对我们

工作的认可，更是一种鼓励和鞭策，使我们有一种强烈的责任感和使命感要将本书修改

得更加完善。我们也很荣幸，能够在这样一个不断变化又充满挑战的市场环境中，用心

去编著一本能够与时代共呼吸、与发展同进步的具有中国气派的高校国际营销教材，让

采用本书做教材的高校、培训机构、国际营销人员能够与我们一起近距离地感受新国际

市场营销环境中的新理论、新思维、新案例所带来的认知变化。

本书力图在以下方面有所作为：

1. 在形成一个科学的、适应当代国际营销发展形势需要的“国际营销”课程体系上

有所建树。本书在借鉴国内外相关教材结构体系的基础上构建了自身的体系，各章节之

间逻辑关系清楚，涵盖了当今国际营销理论与实务的全貌，并增加了近年国内外对外经

贸政策的新变化。

2. 内容让学生容易理解且产生兴趣。由于本书重点关注的是大学毕业后直接从事一

线工作的同学，所以讲通如何将理论运用到实践对本书来说尤为重要。因此，本书尽量

简化对各种模型的解释，同时注重运用各国的实例来印证国家营销理论，使分析更具说

服力。

3. 案例分析覆盖国际上最具代表性的企业经典案例，并贴近中国实际。本书注重通



II

过案例分析介绍各种国际营销新理念、新方法的影响。丰富而鲜活的国内外案例给读者

更多贴近感和现实感。

4. 行文风格活泼，资料新颖。以学生为导向是本书的行文风格。每章通过全球视角

导入，章前有学习目标，章后有本章小结、课后习题以及自我评价。这些栏目设置有助

于引起学生的学习兴趣，激发学生的总结与创新能力。

5. 全面地、创新性地引入了新形态教材的理念与方法。将纸质、网络多种媒介有机

结合在一起，使学生可以从文字、PPT等获取教学相关知识与内容，为学习带来极大便利，

也提高了教与学的效率。本书每章都由全球视角引出每章内容，同时，通过扫描书上各

章节中的二维码，可查看PPT、补充说明资料以及教学大纲、模拟试卷和答案等。这些

理念与方法的运用，对提高学生的学习兴趣，扩展视野，培养创新性思维，促使其更深

刻地掌握每章知识点，巩固和运用所学知识将起到重要作用。

营销，永远是一门与时俱进的学科。因此，我们在保留前三版的整体框架及特色的

基础上，对原书又一次进行了较大程度的修订。

一是重写了原书第17章和第18章的内容，将国际市场营销中最前沿的网络、移动

和社交媒体营销的内容纳入其中，深刻反映数字经济时代下国际市场营销的深度变革。

同时，对国际市场营销的未来进行了展望，对国际营销环境、国际营销观念、国际营销战略、

国际营销模式及国际营销业态在未来的发展提出了我们的见解，具备很强的前瞻性。

二是将原书的第7章与第8章的内容进行合并，并在原书基础上进行了结构上的优

化调整，让本书的体系更具有严谨性和逻辑性。

三是每章增加了“即测即练题”板块，将随堂学习与随堂测试相结合，让学生及时

学会书中的每个知识点，领会国际市场营销的精髓。

四是每个章节的全球视角、超级链接、本章讨论案例等内容都进行了全面的修改和

完善，对每一章的数据进行了全面更新。

本书具体写作分工如下：闫国庆编写第1章、第2章、第16章和第17章，黄锦明

编写第3章、第4章、第5章和第6章，郑蕾娜编写第7章、第8章和第9章，孙琪编

写第10章、第11章、第12章和第13章，闫晗编写第14章和第15章。全书由闫国庆

总纂、定稿。

本书写作过程中，我们得到了海内外许多朋友和同仁的支持和帮助。仲鸿生教授、

白钦先教授、Marteza Rahamatian教授（美国）、李明生教授（美国）、章勇敏教授（英

国）、朴命镐（韩国）为本书编写提供了许多宝贵的意见、建议与资料。陈林兴、沈哲、

潘龙、金文姬、黄江伟参加了本书前三版的写作，为本书付出了巨大努力，作出了重要

贡献。雅戈尔、奥克斯、世贸通、全球贸易通、海通、银亿、杉杉、中基等集团公司的

经理与业务员们与我们倾心交流并提供了大量珍贵的实际资料，这些都是使本书内容反

映国际市场营销的最前沿所不可或缺的。在此对他们表示衷心的感谢。

一本好的教材需要不断的修订，要与理论和现实的发展保持紧密的联系。借用冯友

兰先生的说法，做学问有“照着讲”和“接着讲”两种。本书在一定程度上已经完成了“照

着讲”和部分“接着讲”的任务，但在“接着讲”方面，还需不断努力前行。我们期待



目 录

第一篇 导论

第1章　认识市场营销 ··························2

全球视角　泰国东方饭店的故事··················2

1.1 营销的定义·············································3

1.2 市场营销学的核心概念·························5

1.3 营销观念···············································12

本章小结························································17

关键术语························································17

课后习题························································18

本章讨论案例　耐克和New Balance营销

　　　　　　　战略比较分析····················18

讨论题····························································19

第2章　国际营销学主要概念及其基本

　　　　理论 ······································20

全球视角　营销理论中的西方战略迷局····20

2.1 国际营销学的主要概念及其形成·······21

2.2 国际营销学的基本理论·······················24

本章小结························································39

关键术语························································39

课后习题························································39

本章讨论案例　宝洁公司在中国本土的

　　　　　　　营销战略····························40

讨论题····························································42

第二篇 国际营销环境分析

第3章　国际营销经济环境 ··················44

全球视角　当今世界经济格局发生

　　　　　深刻变化····································44

3.1 世界经济环境分析·······························46

3.2 区域市场环境·······································56

本章小结························································65

关键术语························································65

课后习题························································66

本章讨论案例　海尔进入印度尼西亚市场 ···66

讨论题····························································68

第4章　国际社会文化环境 ··················69

全球视角　肯德基公司“家乡鸡”

　　　　　香港市场沉浮····························69

4.1 文化的概念及其文化环境的重要性 ····71

4.2 文化的基本要素···································73

4.3 社会文化环境的综合评价···················78

4.4 社会文化环境对国际营销产品的

　　 影响·······················································84

本章小结························································86

关键术语························································86



VIII

课后习题························································87

本章讨论案例　芭比娃娃的失败营销········87

讨论题····························································89

第5章　国际政治法律环境 ··················90

全球视角　全球治理困境凸显····················90

5.1 国际政治环境·······································91

5.2 国际法律环境·······································95

本章小结······················································100

关键术语······················································101

课后习题······················································101

本章讨论案例　新冠疫情蔓延全球，

　　　　　　　国际油价“三国杀”

　　　　　　　陷负和博弈？··················101

讨论题··························································104

第6章　国际营销信息系统和营销

　　　　调查 ····································105

全球视角　麦当劳这么懂客户 全因

　　　　　大数据······································105

6.1 国际营销信息系统·····························107

6.2 国际营销调查·····································110

本章小结······················································118

关键术语······················································118

课后习题······················································118

本章讨论案例　可口可乐的新口味产品的

　　　　　　　试验··································119

讨论题··························································119

第三篇 国际营销战略

第7章　国际营销战略规划及其竞争

　　　　策略 ····································122

全球视角　沃尔玛的零售冠军之道··········122

7.1 行业分析及竞争对手分析·················124

7.2 公司层次的战略·································127

7.3 国际营销战略规划过程·····················136

7.4 竞争战略设计及策略设计·················140

本章小结······················································145

关键术语······················································145

课后习题······················································146

本章讨论案例　福特潜伏战······················146

讨论题··························································148

第8章　国际营销的市场细分与

　　　　目标市场选择 ·······················149

全球视角　宜家的选择······························149

8.1 国际市场的细分·································150

8.2　国际目标市场评估和选择·················155

8.3 进入国际市场方式·····························158

本章小结······················································164

关键术语······················································164

课后习题······················································164

本章讨论案例　Brandless的营销

　　　　　　　新思维······························165

讨论题··························································167

第9章　国际营销的产品差别化和

　　　　定位 ····································168

全球视角　Costco电商大潮中

　　　　　逆势而起··································168

9.1 国际营销的差别化·····························169

9.2 国际营销的产品定位·························176

本章小结······················································180

关键术语······················································181

课后习题······················································181

本章讨论案例　太古集团的产品与服务

　　　　　　　差别化······························182

讨论题··························································184



IX

第四篇 国际营销组合策略

第10章　国际市场产品策略 ··············186

全球视角　苹果公司傲人销售业绩背后的

　　　　　产品营销策略··························186

10.1　国际产品整体概念···························187

10.2　国际产品的调整与适应策略···········189

10.3　国际市场产品生命周期···················198

10.4　国际新产品开发策略·······················203

10.5　国际品牌策略···································210

本章小结······················································218

关键术语······················································219

课后习题······················································219

本章讨论案例　时装杀手ZARA，

　　　　　　　席卷全球··························220

讨论题··························································221

第11章　国际市场价格策略 ··············222

全球视角　宜家的价格策略······················222

11.1 国际定价的影响因素 ·······················223

11.2 国际定价方法及程序 ·······················227

11.3 国际定价策略 ···································231

11.4 国际市场的价格管理与控制 ···········239

11.5 跨国公司定价策略 ···························244

本章小结······················································250

关键术语······················································250

课后习题······················································251

本章讨论案例　铁矿石定价的尴尬··········251

讨论题··························································252

第12章　国际市场分销渠道策略 ·······253

全球视角　华为公司的分销模式··············253

12.1　国际分销渠道结构···························254

12.2 国际分销渠道成员类型···················258

12.3 国际分销渠道决策···························265

12.4 国际分销渠道管理···························271

本章小结······················································276

关键术语······················································276

课后习题······················································277

本章讨论案例　从一块肥皂诞生而来的

　　　　　　　日化巨头··························277

讨论题··························································279

第13章　国际市场促销策略 ··············280

13.1　国际广告策略···································281

13.2　国际市场人员推销策略···················288

13.3　国际市场营业推广策略···················294

13.4 国际营销公共关系策略···················303

本章小结······················································309

关键术语······················································309

课后习题······················································310

本章讨论案例　悦诗风吟的组合营销······310

讨论题··························································311

第五篇 国际营销的组织与控制

第14章　国际营销的组织 ·················314

14.1　国际营销组织的演进及其结构

　　 类型···················································315

14.2　影响国际营销组织结构的因素·······322

14.3 企业在选择国际营销组织形式时

　　 要考虑的主要因素···························323

本章小结······················································325

关键术语······················································325

课后习题······················································326

本章讨论案例　ABB公司的组织结构 ····326

讨论题··························································327

第15章　国际营销的控制 ·················328

15.1 国际营销控制的影响因素···············328



15.2　国际营销控制模式···························330

15.3　国际营销控制的程序·······················332

15.4　国际营销控制的类型·······················333

本章小结······················································343

关键术语······················································343

课后习题······················································344

本章讨论案例　麦当劳的营销控制··········345

讨论题··························································346

第六篇 国际营销的未来

第16章　国际营销的数字经济时代：网络、

　　　　 移动和社交媒体营销············348

全球视角　汉堡王：“为了皇堡

　　　　　绕路”······································348

16.1 国际市场网络、移动和社交媒体营销

　　 的产生与发展···································349

16.2 网络、移动和社交媒体营销的内涵、

　　 特点及功能·······································351

16.3 国际市场网络、移动和社交媒体营销

　　 的影响···············································358

16.4 国际市场网络、移动和社交媒体营销

　　 的策略与方法···································363

本章小结······················································369

关键术语······················································369

课后习题······················································369

本章案例讨论　漫威影业的微博营销······370

讨论题··························································371

第17章　国际营销展望 ·····················372

17.1 国际营销环境更迭化·······················372

17.2 国际营销观念丰富化·······················377

17.3 国际营销战略层次化·······················385

17.4 国际营销组合策略多元化···············386

17.5 国际营销模式个性化·······················391

17.6 国际营销手段虚拟化·······················394

17.7 国际营销业态数字化·······················395

本章小结······················································396

关键术语······················································397

课后习题······················································397

本章讨论案例　腾讯营销··························398

讨论题··························································399

主要参考文献 ····································400

主要参考网站 ····································404



新形态教材，本书的突出特点是全面地、创新性地引入了新形态教材的理念与方法，使纸质、网络多种媒介有机结合在一起。学生可以从文字、PPT等获取教学相关知识与内容，为学习带来极大便利，提高了教与学的效率。本书每章都有全球视角引出每章内容，章后附有本章小结、课后习题、本章讨论案例以及自我评价。同时，通过扫描书上各章节中的二维码，可查看PPT、补充说明资料以及教学大纲、模拟试卷和答案等。

闫国庆，教授，博士，博士生导师，美国加州州立大学MBA。宁波海上丝绸之路研究院院长、宁波中东欧国家合作研究院院长、宁波市政协常委、民盟宁波市副主委。***特色专业、省重点学科负责人。国家精品资源共享课负责人，***规划教材《国际市场营销学》主编。主讲《国际贸易理论与政策》《国际市场营销学》等课程。获民盟全国优秀盟员、浙江省高校名师等称号及省（部）、市级奖项十余项。主持***项目5项，省部、市级项目30余项；主编或独著出版专著及教材20余部。在国家核心刊物上公开发表学术论文60余篇。