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。

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.