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服务性全球营销战略前置因素的实证研究 被引量：1

About antecedents of global service marketing strategy
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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,the ＂7P＂ paradigm of service marketing is combined with three basic opinions of global marketing strategy,and a relationship model of global service marketing second-order and antecedents is innovatively constructed.Then,the model is tested via the empirical evidence from 220 service multinationals＇ institutes in China.Lastly,some managerial implications for service multinationals to arrange their marketing activities in a global market are brought forward.
作者 吴晓云 张峰
机构地区 南开大学商学院 南开大学国际商务研究所
出处 《科研管理》 CSSCI 北大核心 2011年第2期97-105,共9页 Science Research Management
基金 国家自然科学基金资助项目"银行企业全球服务营销新战略动态模型 战略维度及其测评体系"(70872054) 2009-2012 国家自然科学基金资助项目"服务性跨国公司全球营销新战略模型的创建及应用"(70572085) 2006-2008 教育部人文社会科学规划基金项目"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"(06JA630031) 2006-2009
关键词 服务性跨国公司 服务性全球营销战略 前置因素 service multinationals global service marketing strategy antecedent
分类号 F276.7 [经济管理—企业管理]
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参考文献20

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同被引文献12

  • 1曾国军.跨国公司在华子公司战略演变的动因与路径[J].管理科学,2006,19(4):15-21. 被引量：3
  • 2赵蜀蓉.基于国家间关系的企业跨国市场进入战略研究[J].管理科学,2007,20(6):22-30. 被引量：2
  • 3Marios Theodosiou, Leonidas C. Leonidou, "Standardization versus Adaptation of International Marketing Strategy: An Integrative Assessment of the Empirical Research," International Business Review, 12 (2), 2003.
  • 4Yip, G. S., "Global Strategy...In a World of Nations?" Sloan Management Review, 31 ( 1 ), 1989.
  • 5Susan P. Douglas, Craig C. Samuel, "Convergence and Divergence: Developing a Semiglobal Marketing Strategy," Journal of In- ternational Marketing, 19 ( 1 ), 2011.
  • 6Thomas L. Friedman, The World is Flat: A Brief History of the Twenty-first Century, United States:Farrar, Straus and Giroux, 2005, pp. 203-211.
  • 7Anthony Goerzen and Shige Makino, "Multinational Corporation Internationalization in the Service Sector: A Study of Japanese Trading Companies," Journal oflnternational Business Studies, 38 ( 7 ), 2007.
  • 8(2010年中国公司美国IPO研究报告》,纽约证券交易所北京代表处,2010年12月31日.
  • 9Vandermerwe Chadwick, "The Internationalization of Services," Service Industries Journal, 9 ( 1 ), 1989.
  • 10Bayu Sutikno and Julian Ming-Sung Cheng, "How Global Companies Communicate in Host Country: A Glocalization Strategy in Web Space," Asian Journal of Communication, 22( 1 ), 2012.

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二级引证文献7

科研管理
2011年 第2期

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