服务企业全球营销战略内部驱动因素实证研究——以我国高端服务企业的实证检验为例

An Empirical Study on the Inner Drivers of the Global Marketing Strategies of the Service firms

文章通过对全球服务营销战略表现及其内部驱动因素测度指标的设定,检验了它们之间的关系,发掘了对全球服务营销战略表现起重要作用的各个内部驱动因素及其在重要性上的差异度,为我国服务企业在全球化进程中,应抓住哪些关键性的全球营销战略内部驱动因素,更好地发挥各个内部驱动因素的作用提供了理论依据。文章还提出了一些培育、构建这些内部驱动因素的理论建议。

This paper investigates the relationship between the global service marketing strategies and the drivers of them by setting up the measuring factors. The important factors that affect the strategies and the differences between them are found out, which helps us to grasp the key drivers of the global marketing strategies and provides us some theoretical proofs on developing the use of the drivers. Some implications are provided at the end of the article.