服务企业国际营销能力研究

A Research on Internatinal Marketing Capability of Service Firm

20世纪 8 0年代 ,服务企业国际营销活动开始引起人们的注意 ,国外学者开始进行服务企业国际市场进入模式、国际服务质量等方面的研究 ,但是对服务企业国际化有重大影响的国际服务营销能力问题尚没有引起人们的重视。本文从现有关于营销能力的研究出发 ,结合服务企业国际营销的实际情况 ,提出了国际服务营销能力的构成、影响因素及培育方法。

In 1980's, foreign scholars began to pay attenti on to service firm's internation al marketing, and study on service firm's entry mode in international market, in ternational service quality,but few attached importance to international servic e marketing capability which has great impact on service firm's internationaliza tion. Based on the research about marketing capability and the practice of servi ce firm's international marketing, this text expounds constitutes, influence fac tors and breed measures of service firms' international marketing capability.