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