服务性全球营销战略维度与前置因素关系模型 ——基于220家服务企业的实证研究

科研管理 ›› 2009, Vol. 30 ›› Issue (6): 120-127 .

服务性全球营销战略维度与前置因素关系模型 ——基于220家服务企业的实证研究

吴晓云，张峰

(南开大学国际商务研究所，天津)

收稿日期:2008-07-24 修回日期:2009-09-17 出版日期:2009-01-01 发布日期:2009-01-01

A relationship model between global service-oriented marketing strategy and antecedents: Empirical evidence from 220 service-oriented multinational companies

Wu Xiaoyun, Zhang Feng

(Institution of International Business Research Institute, Nankai University, Tianjin 300071, China)

Received:2008-07-24 Revised:2009-09-17 Online:2009-01-01 Published:2009-01-01

摘要/Abstract

摘要： 摘要：鉴于以往全球营销理论研究的局限，本文将服务营销“7p”范式与全球营销战略基本观点相结合，富有创新性的构建了服务性全球营销战略二阶因子及其前置因素关系模型，并运用220家服务性跨国公司在中国分支机构的样本数据进行了实证检验，由此对服务性跨国公司在全球市场的营销活动布局和规划给出了相关管理建议。

关键词: 服务性跨国公司, 服务性全球营销战略, 前置因素

Abstract: Abstract: Considering the limitations of past global marketing research, a “7P” paradigm of service-oriented marketing is combined with three basic opinions of global marketing strategy, and a relationship model between global service-oriented marketing second-order and antecedents is innovatively constructed. Then, the model is tested via the empirical evidence from 220 service-oriented multinational institutes in China. Lastly, some managerial implications are brought forward for service-oriented multinational to arrange their marketing activities in the global market.

Key words: service-oriented multinational company, global service-oriented marketing strategy, antecedent

中图分类号:

F276.7

吴晓云,张峰. 服务性全球营销战略维度与前置因素关系模型 ——基于220家服务企业的实证研究[J]. 科研管理, 2009, 30(6): 120-127 .

Wu Xiaoyun, Zhang Feng . A relationship model between global service-oriented marketing strategy and antecedents: Empirical evidence from 220 service-oriented multinational companies[J]. Science Research Management, 2009, 30(6): 120-127 .