日本学者猪口孝把世界各国在国际舞台上扮演的角色分为“领导者”、“支持者”、“破坏者”、“乘车者”四类。与此相对应,美国学者菲力普·科特勒根据各企业在市场中的地位、作用、规模而将其分为市场领先者、挑战者、追随者和补缺者四类。不同的地位要求实施不同的策略。本文仅就市场领先者——市场领袖的营销战略作初步探讨。 Japanese scholar Shogu Takashi has divided the roles played by countries in the world on the international stage into four categories: “leader,” “supporter,” “spoiler,” and “driver.” Corresponding to this, the American scholar Philip Kotler classifies the companies into market leaders, challengers, followers, and replenishers according to their position, role, and scale in the market. Different positions require the implementation of different strategies. This article will only discuss the marketing strategy of the market leader-market leader.