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

Key words: service multinationals, global service marketing strategy, antecedent