文档介绍：山西财经大学学报
,
2009 年 12 月 Joumal of Shanxi Finance and Economics University Oct. 2009
第 31 卷第12 期
工商管理
服务型跨国公司全球营销战略差异研究
———基于行业的比较
吴晓云 1,李海廷 1,张峰 2
(,天津 300071;,天津 300457)
[摘要] 文章在将服务营销组合和全球营销战略三项基本观点相融合的基础上,根据学者 Lovelock 提出的三种服务
类型划分方案,在每类服务类型中分别选取一类服务行业进行问卷调查,通过综合运用多元方差分析和一元方差分析进行
实证研究。实证结果表明,三类服务行业除了在“竞争活动整合”维度上不存在显著差异外,在全球营销战略的其他四个维度
上均存在显著差异性。中国服务企业应根据行业特点的具体情况,选择差异性的全球营销战略。
[关键词]服务行业; 服务型跨国公司; 全球营销战略
[中图分类号]F713 [文献标识码] A [文章编号] 1007-9556(2009)12-0056-07
Contrastive Analysis of Service Multinationals' Global Marketing Strategy
———Based on the parison among Three Service Industries
WU Xiao - yun1,LI Hai - ting1,ZHANG Feng2
(1. School of Business,Nankai University,Tianjin 300071;
2. Institute of International Business,Nankai University,Tianjin 300457,China)
Adstract: Based on binations of service marketing mix and three basic GMS opinions,according to the classification
method of three service types proposed by professor Lovelock,the authors choose a service industry respectively in every type of service
to carry out a questionnaire survey,and eventually acquire 67 questionnaires from three service industries. ANOVA analysis shows that
except for the dimension of petitive moves integration,there are significant differences among all of the other four dimensions
of GMS for the three service industries,wh