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论文编号：	1304
作者编号：	1120050742
上传时间：	2009/6/17 10:47:08
中文题目：	基于在华子公司数据采集的服务性
英文题目：	Empirical studies on global ma
指导老师：	吴晓云
中文关键字：	服务性跨国公司 全球营销战略
英文关键字：	Service Multinationals Globa
中文摘要：	伴随着全球经营环境的不断开放和现代技术等因素的驱动作用，全球经济一体化和服务经济的崛起成为当今世界经济并行的两大主导特征和趋势，服务性跨国公司的全球战略/全球营销战略就成为极具理论和现实意义的课题。有关制造业跨国公司全球战略/全球营销的文献发展得相当丰富，对服务企业跨国营销关注的文献也有所发展，但从现有文献的“断层”和空白之处中可以看出，已有的全球营销战略相关研究对制造业关注很多但对服务业关注不足，已有的对服务企业跨国营销战略的讨论从传统多国视角的展开居多却鲜见从全球营销视角切入的研究，即使是在国际营销学界，也存在这样的状况。而在中国大陆，对制造业全球营销和服务业全球营销的关注都远远落后于海外学者，数据采集自中国市场的相关研究还非常初浅。 针对上述研究现状，本文以服务性跨国公司全球营销战略为研究主题，通过将一般性/制造业全球营销战略的研究思路（GMS类模型[ ]为代表）应用到服务性跨国公司之上，综合考虑服务营销特性对全球营销战略及其前因后果各种变量所产生的影响，提出了“整合的服务性跨国公司全球营销战略模型（SGMS模型[ ]）”，并开发了相应的测量量表。接下来，在中国市场上对服务性跨国公司在华分支机构的高层管理人员进行问卷调研，得到220家服务性跨国公司的有效样本。然后，运用SPSS13.0、LISREL8.7等统计分析软件进行数理统计分析（描述性统计分析、信效度分析、探索性因子分析、验证性因子分析、结构方程模型分析），得到SGMS实证模型以及关于服务性跨国公司全球营销战略的一般规律。基本的结论是：服务性全球营销战略就其本质而言遵从一般性/制造业全球营销战略的核心观点，同时，受到服务特征影响，服务性全球营销战略的规划和实施具有自身独特的规律。具体而言，最终获得以下五点基本结论及对应的营销管理启示： 第一，服务性全球营销战略遵从一般性/制造业全球营销战略的规律，表现为其根基仍然是全球战略/全球营销战略的三种相容互补的战略观点——全球标准化、全球价值链配置和协调、全球整合。研究得到的SGMS实证模型显示出服务性跨国公司全球营销战略具有和一般性/制造业跨国公司全球营销战略相类同的层面：服务性全球营销战略受到外部全球化驱动力的正向影响，其战略程度又会对公司的市场绩效产生正向的影响；服务性全球营销战略维度的设计、变量的内涵和相关量表的开发使用，在一定程度上都遵循全球营销战略的三种核心观点，即从营销标准化、营销活动的价值链配置和协调、竞争活动的整合的角度来展开。SGMS实证模型为服务性跨国公司遵从一般性全球营销战略规律这一命题提供了有力的证据。这就启示追寻全球营销战略的服务性跨国公司应该充分重视对全球营销三种战略工具的运用，并且综合考查公司的外部全球化条件和内部组织因素。 第二，就“服务性全球营销战略”的构成而言，受到无形性、不可分离性、异质性和易逝性等服务特性的影响，表现出一些具有“服务特色”的规律。在SGMS概念模型中，是将全球营销战略的三种观点和服务营销7Ps范式相结合来概括“服务性跨国公司的全球营销战略”。在SGMS实证模型中，对服务性全球营销战略相关性最高且对经营绩效影响最大的是“全球市场参与”、“核心服务/产品标准化”、“服务传递标准化”、“服务人员标准化”、“营销竞争活动的整合”等变量，“营销活动的协调”、“服务定价标准化”次之，相对来说“服务促销标准化”、“营销活动的集中”和“营销沟通标准化”的作用较小。这就启发实践中的服务企业应该将有限的资源投入到诸如“全球市场参与”、“核心服务/产品标准化”、“服务传递标准化”等对服务性全球营销战略贡献最大的项目中，同时综合考虑诸如“服务定价标准化”、“服务促销标准化”和“营销沟通标准化”等项目的标准化和适应性的平衡决策。 第三，就“服务性全球营销战略”的前置因素而言，外部全球化条件、全球化组织结构、管理承诺、国际经验、整合的管理流程均对服务性全球营销战略存在直接或间接的影响作用。其中，“外部全球化条件”、“全球化组织结构”和“管理承诺”等变量均通过“整合的管理流程”来作用于战略，体现出“整合的管理流程”对于服务企业全球营销活动的关键作用，事实上，服务产品本身并不容易做到标准化，而且过度的标准化也不能很好的响应不同国家市场顾客的需求，因此为提高服务的标准化程度，企业更应该从“管理流程”的角度入手，通过“整合的管理流程”来保证服务的标准化概念和公司的全球品牌形象。这就启发实践中的服务企业如果想要提高其全球营销战略水平，就应该充分结合外部全球化条件，重点建设以“整合的管理流程”为代表的内部组织要素。 第四，关于“服务性全球营销战略”的结果变量的研究表明，“服务性全球营销战略”对于公司的“全球经营绩效”有着积极的影响作用，其中，“服务品牌全球影响力”在战略和全球业绩之间发挥了一种中介作用。这就启发服务企业在实践中应关注自身的“服务品牌全球影响力”，以此来为全球战略业绩和财务业绩的提升打下基础。 第五，研究不仅通过SGMS实证模型揭示出的上述有关服务性跨国公司全球营销战略的一般规律，而且还进一步挖掘所获得访谈资料，对服务性跨国公司全球营销战略受到中国市场影响而产生的调整进行了窥测，研究发现中国市场的政策环境对于服务企业的市场进入和持续经营活动具有影响，中国市场的成熟水平和消费文化特征促使服务性跨国公司在保持服务全球化的核心要素之外还积极展开适应中国市场的本土化调整。 概括而言，本研究的最重要的创新和最突出的贡献就是：首次验证了一般性/制造业全球战略/全球营销战略的核心观点和前因后果理论逻辑对服务性跨国公司的适用性并发现了服务性全球营销战略自身的独特规律，从而扩展了现有的全球营销理论的适用性，为今后更广泛、深入地利用全球营销战略框架和理论观点来分析和指导服务性跨国公司开辟了研究思路并完成了理论奠基。
英文摘要：	Globalization and the rising service economy have been two notable features and trends of the business world today drives by the emerging and opening of global operating environment with accelerators such as modern market and technical factors. Therefore, global strategy/global marketing strategy formulated by service multinationals currently command people’s attention from both theoretical and practical perspective. According to the literature, the present researchers mainly focus on the manufacture aspect of global marketing strategy; meanwhile, it is relatively deficient to discuss global marketing strategy subject from service perspective. There are several gaps of existing research need to be supply, these are, current studies on global marketing strategy are lacking of concerns on service companies, while the studies on transnational marketing strategies of service companies are lacking of global marketing perspective. In china, this is especially serious. Until now, the theory of global marketing or service global marketing has not been widely accepted, not to mention full research on it in Chinese market. To aim for the present situation and supply the existing gaps, this article takes global marketing strategy by service companies as the research subject and focuses on the transformation from GMS model [ ]to SGMS model[ ], in addition to consider and present new variables and relations regarding the antecedents and consequences of global marketing strategy by service firms, this study conduct an empirical test including developing measurement scale for the constructs, making investigation to senior managers from subsidiaries of global service multinationals in China, and running the statistic analysis (reliability and validity analysis, exploratory factor analysis, confirmatory factor analysis, structural equation model analysis, etc. ) on 220 effectively questionnaire by SPSS13.0 and LISREL8.7. The article examines the SGMS concept model and draws a SGMS tested model, and finally, obtains following five basic conclusions and the corresponding marketing management illumination: Firstly, the global marketing strategies by service firms obey the basic rules of general and manufacture companies, by sharing three compatible and complementary perspectives of global strategy/global marketing strategy—global standardization, configuration and coordination of value chain activities, global integration. The tested SGMS model reveals that service firms follow basic rules of general or manufacture global marketing strategies in the following aspects: global marketing strategies by service firms are positively affected by external global drivers, and positively affects the firms’ global performance; the dimensions, variables and measuring scales are all developed on the basis of three perspectives. Therefore, service firms should fully recognize the three perspectives and take them as essential tools to build up global strategy, as well as systemically analyze external and internal accelerators. Secondly, global marketing strategies by service firms contend particular characteristics with regards to service features such as intangibility, inseperability, variability and perishability. Service 7Ps paradigm is incorporated into three perspectives of global strategy and lead to a SGMS conceptual model. By empirically verifying and obtaining the test SGMS model, the article finds that: certain dimensions including global marketing participation, core service/product standardization, service delivering standardization, service personnel standardization, integration of competitive activities, significantly affect global marketing strategy, while coordination of marketing activities, service pricing standardization fairly affect the strategy, and service promotion standardization, centralization of marketing activities and marketing communication standardization slightly affect the strategy. In view of this, service firms should firstly consider those dimensions which contribute the most to global marketing strategies and balance other less contributing dimensions for an appropriate marketing policy between standardization and adaptation. Thirdly, antecedents of services global marketing strategies including external global conditions, globalized structure, managerial commitment, international experience, integrated management process have direct or indirect positive relations to global marketing strategies. Impressively, global external drivers and globalized structure and managerial commitment affect global marketing strategy through an intermediate variable, presented as integrated management process. In fact, given some conditions, service products are prone to be not standardized, especially when customization is profoundly requested. Therefore, integrated process is a useful tool for branding globally and keeping a uniform image. In this view, it is necessary for service firms to pay great attention to global external drivers and focus on integrated management process when improve their global marketing strategy. Fourthly, the results regarding the consequences of global marketing strategies formulated by service companies reveals that global marketing strategies has a positive relations with global performance. Specially, global influencing power of service brands plays a key role as an intermediate variable between strategy and performance. To increase global strategic performance and financial performance, service firms should keep a close watch on their brands’ global influencing power. Fifthly, addition to the above work on constructing SGMS model and revealing the basic rules of global marketing strategies by service multinationals, further work has been done to make full use of the material from interview, in order to grasp how the strategies and tactics of service multinationals are influenced by Chinese market. The results show that the political environment affect the entry mode and persistent operation policies; the level of market maturation and the features of customer culture promote service multinationals to keep core service elements to be uniform globally while to make active adaptation to meet the need of Chinese market. In summation, the most contribution and innovation of this research is to test how the core perspective and logic of general and manufacture global marketing strategy can be apply to service firms and to discover the unique rules of global marketing strategy in service context. The findings renew the applicability of existing global marketing strategy theory and formulate a solid base for further study to focus on service side of global marketing strategies.
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