中国高端服务企业全球营销战略状况研究——基于全球营销战略5维度模型的分析与建议

Study on the Global Marketing Strategy of the Top Service Firms in China——Based on the 5 Dimensions of the Global marketing strategy model

为了解我国服务企业全球化的实际水平和存在的问题,促进我国服务企业的全球化,本文对我国高端服务企业的全球营销战略现状,包括市场进入模式、营销策略的标准化与适应性程度、全球市场参与度、组织结构和价值链等方面进行了实证调研,并对调研数据进行了分析,提出了我国服务企业全球营销战略的一些理论建议。

To find out the actual level of the global marketing strategies of Chinese service firms and the problems, and to promote the development of globalization of these service finns, this paper makes an investigation on the current state of the global marketing strategies of the Chinese service finns, including the market - entry modal, the degree of the standardization or the adaptation of the service marketing, the configuration and coordination of the firms＇ value - chain activities, the global market participation, finns construction and the coordination of the global marketing activities. Some analysis is made and managerial implications are provided and the limitation of this study is also given at the end of the paper.