中文摘要：

标准化作为全球营销战略的标志性立论，强调以全球整体化的视角看待各个国家市场，强调发掘并充分利用各国市场的趋同性特征，由于其规模经济和低成本优势，营销标准化战略成为当今跨国公司在全球市场迅速扩张的有力武器。在对以往文献梳理归纳的基础上，构建营销标准化战略的影响因素概念模型，利用81家中国制造型跨国企业的调研数据对模型进行了验证。实证分析表明，关于营销标准化的若干结论基本适用于中国跨国企业，标准化战略的影响因素可以聚合为外部标准化条件和组织管理特征两个变量，前者从外部产业和市场结构的角度解释了跨国企业实施标准化战略的潜力差异，后者揭示了组织文化、组织结构等管理特征对跨国企业标准化战略执行力度的影响，所获得的实证结论对中国制造型企业的跨国经营有借鉴和参考价值．

英文摘要：

Standardization, as the basic standpoint of global marketing strategy, emphasizes regarding all countries as a whole with a global perspective, and exploring the similarities of each country. To expand in the global market with a greater speed, marketing standardization strategy has become the most popular strategy a- dopted by multinationals because of its scale economy and cost advantage. Based on the existing literatures, the paper constructs a conceptual model of antecedents of multinational marketing standardization strategy which is then examined using the data from 81 Chinese manufacturing multinationals. The empirical conclusions show that the theoretical logics of the model, mainly based on the foreign researches, can be generalized to Chinese multinational operations. Through EFA analysis, all influential factors are extracted into two variables： external standardization conditions which describe the external industry and market environment, and organizational management characteristics which describe corporate culture and structure etc. Finally, this paper reveals some important managerial implications for Chinese multinationals.