服务企业全球营销战略维度研究及其量表开发

Dimensions Constructing and Scales Designing on Global Marketing Strategy of Service Companies

本研究在对以往制造企业全球营销战略维度和量表选择性继承和创新性发展的原则下,构建了服务企业全球营销战略维度,并开发出一套测度量表,最后通过220家服务性跨国公司的调研数据验证了量表的信度和效度,为后续学者的研究提供了良好的平台,为服务性跨国公司如何构建全球营销战略和提高全球经营绩效提供了借鉴。

Based on the principle of selective absorption and creative development, this research constructs the global marketing strategy dimensions for service companies, then designs a set of measurement scales, and finally tests the reliability and validity of the scales through data collected from research of 220 service MNCs .The results of this research provide a good platform for future studies. Furthermore, for the eonstruetion of global marketing strategy of service companies, this research gives management advices on how to improve global operation performance.