服务性全球营销战略维度与前置因素关系模型——基于220家服务企业的实证研究被引量：5

A relationship model between global service-oriented marketing strategy and antecedents:Empirical evidence from 220 service-oriented multinational companies

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摘要鉴于以往全球营销理论研究的局限,本文将服务营销"7p"范式与全球营销战略基本观点相结合,富有创新性的构建了服务性全球营销战略二阶因子及其前置因素关系模型,并运用220家服务性跨国公司在中国分支机构的样本数据进行了实证检验,由此对服务性跨国公司在全球市场的营销活动布局和规划给出了相关管理建议。 Considering the limitations of past global marketing research, a ＂7P＂ paradigm of service -oriented marketing is combined with three basic opinions of global marketing strategy, and a relationship model between global service - oriented marketing second - order and antecedents is innovatively constructed. Then, the model is tested via the empirical evidence from 220 service - oriented multinational institutes in China. Lastly, some managerial implications are brought forward for service - oriented multinational to arrange their marketing activities in the global market.

作者吴晓云张峰

机构地区南开大学国际商务研究所

出处《科研管理》 CSSCI 北大核心 2009年第6期120-127,共8页 Science Research Management

基金国家自然科学基金资助项目(70572085)"服务性跨国公司全球营销新战略模型的创建及应用 "2006-2008年教育部人文社会科学规划基金项目(06JA630031)"服务企业的全球营销适配度判定矩阵及价值多进程转移战略模式的研究" 2006-2009年

关键词服务性跨国公司服务性全球营销战略前置因素 service-oriented multinational company global service-oriented marketing strategy antecedent

分类号 F276.7 [经济管理—企业管理]

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