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论文编号：	1424
作者编号：	043117
上传时间：	2009/12/14 16:12:03
中文题目：	现代服务业迁移性和交互性与全球化潜力关系的实证研究——以243家中外服务企业为样本
英文题目：	An empirical study on the relationship of globalization potential and transportability/ interactivity in modern service industry- 243 chinese and foreign service enterprises as samples
指导老师：	吴晓云
中文关键字：	全球营销 服务特征 全球化潜力 全球迁移性 全球交互性
英文关键字：	global marketing service characteristics globalization potential global transportability global interactivity
中文摘要：	摘 要 伴随着制造业全球化进程，服务业的全球化日趋深入，逐渐成为经济全球化新阶段的重要标志。虽然全球金融危机沉重的打击了以金融业为首的服务业，但是现代服务业的发展潜力仍然是全球关注焦点和未来经济引擎。网络化、信息化技术和自助服务等技术工具的快速发展，及其对传统服务业高度渗透、介入和影响，使服务业在生产形式、递送特征和组织结构等方面发生了深远的变化。无形性、不可分离性等这些传统服务特征被深刻度的改变而呈现出与服务的全球递送过程相适应的现代服务特征。由于理论界对全球服务营销的基础性研究以及研究范式多数源自制造业和国际贸易理论，对现代服务特征在全球营销战略中的作用还没有清晰和统一的认知。 在服务全球化以及现代服务业迅速崛起的现实背景下，本文提出如下主题：在现代服务业范畴下拓展和延伸无形性、不可分离性等服务特征原有的概念内涵，在全球化背景下归纳提炼出最能体现现代服务区别于传统服务的两大典型特征：服务全球迁移性和服务全球交互性；推导、建立传统服务特征与现代服务业态下的全球化服务特征之间的归属关系，进而分析和检验服务特征与全球化潜力之间的路径关系；力图从服务内在的生产和递送特征出发，深入分析和解释现代服务企业所具有的全球化潜力以及适用的战略差异。论文分成以下五个部分进行研究： 第一部分：文献回顾与评价。首先从服务概念和服务特征的基础研究出发，总结出服务要素互动观的思想。然后从服务营销、全球营销、全球服务营销三个研究领域进行文献回顾和评析，并从中总结出全球服务营销的两个研究范式（服务营销全球化范式和全球营销服务化范式）。根据对三个相关领域的交叉叠加研究，探寻出本研究的理论基础和研究空间。最后对研究的相关概念和范围做出限定。 第二部分：研究模型与理论假设。首先根据loveclok(1996)的研究成果建立研究模型原型，即服务特征影响服务全球潜力。然后结合服务研究的未来趋势和前沿论点，进行理论推演及整合，提出现代服务业全球化潜力分析模型，即4个传统服务特征组成的一阶因子， 2个现代服务业态下的服务全球迁移性和交互性组成的二阶因子和全球服务潜力形成的路径关系模型。最后根据理论依据提出各种待检验的假设关系。 第三部分: 实证研究设计。首先阐述量表开发及问卷设计，通过预调查研究对量表的信度效度进行检验，并根据结果对量表进行修正，形成正式问卷。并介绍了预调研实施、正式调研实施及控制等过程，最后提出了本研究中将会应用到的方法论问题，包括结构方程模型、数据分析方法等内容。 第四部分：数据分析与结果讨论。首先分析数据质量、测量（外部）模型和结构（内部）模型。然后通过比较两个竞争模型的拟合度和检验分析假设路径，确定了现代全球服务潜力分析模型。最后，按照确立的模型和路径进行了讨论。 第五部分：结论。总结研究的相关发现，阐述论文主要理论和管理贡献，最后分析论文的研究局限性，并指出未来研究方向。 论文得到以下三个基本结论：第一，无形性、异质性、不可分离性和易逝性对服务全球潜力的影响是间接的；第二，在服务的无形性和异质性之上存在一个更高阶的公共因子，即服务全球迁移性因子。在服务的不可分离性和易逝性之上存在一个更高阶的公共因子，即服务全球交互性因子。服务特征对全球服务潜力的影响主要通过这两个因子来完成；第三，服务全球迁移性和交互性因子是影响全球服务潜力的直接因素。服务全球迁移性越高、全球服务潜力越大；服务全球交互性越低、全球服务潜力越大。服务全球交互性因子对全球服务潜力的影响要高于服务全球迁移性的影响。 本论文的创新之处表现在以下三个方面：(1)提出并检验了服务特征和全球化潜力的关系。本文在Lovelock 和Yip（1996）的“服务特征影响服务全球化潜力”理论基础上，首次通过实证的方法检验和建立两者的关系模型，这为该理论的进一步发展奠定了实证基础。（2）在全球化背景下提出并操作化建构了体现现代服务的特征属性。它可以解释为什么有些服务尤其现代服务很容易延伸到世界范围内，有利于更透彻的分析现代服务业态。（3）建立了现代服务业全球化潜力模型，探索了新的全球服务营销理论研究的模式和方向。本文从体现传统服务和现代服务差异的维度入手，引入战术性的服务递送过程变量，最终建立了由战略性变量到战术性变量，再到全球化业绩变量形成的路径明晰的分析模型。将现代服务业的研究聚焦在服务全球递送层面上的战略实施问题。
英文摘要：	Abstract The globalization of the service sector is getting more and more widely with the progress of industry globalization, which has become the new stone mark of economics globalization. Although the current global financial crisis dealt a heavy blow to the service industry, development of the modern service sector has become the focus of global concern and future economic engine. With the rapid development of network, information technology, and self-service tools and the high penetration of traditional services, the production and delivery characteristics, organizational form, internal structure and other profound changes have taken place the service industry. The traditional service characteristics, such as intangibility, inseparability, are profoundly changed into a kind of modern service characteristics marching with the global delivery of service. However, the theory of global services marketing research, as well as basic research paradigm stems from the manufacturing and international trade theory, there has not yet a clear and unified understanding with the mechanism of the feature of modern services in global marketing. In background of the service of globalization and the rapid rise of the modern service industry, the paper made the following topics: In the context of the modern service, to expanding and extending the original meaning and the concept of basic services characteristics, in the context of globalization, summarizing two typical characteristics, which make modern services different from the traditional services: Service global transportability and interactivity, and establishing the relationship between the two characteristics to analysis the path from the services characteristics to potential of globalization。In the view of the production and delivery characteristics of service industry, in-depth analyzing the potential of globalization of different services enterprises, as well as differences in strategy to be applied. The paper is divided into the following five parts: Part I: literature review and evaluation. First, starting from the basic concept of service, the view of interactive elements is summed up. Then from the service marketing, global marketing, global services marketing literature review, two paradises are carried out. In the three areas of research and assessment, exploring the theoretical basis of this study and research space. Finally, making the relevant limit to the concept and scope of the study. Part II: Research models and theoretical assumptions. First, according to lovelock (1996) research model, establishing the research prototypes, namely, services features affecting service global potential. By the combination of and future trends and cutting-edge arguments in services research, theoretical deduction and integration services, the modern service potential of globalization analytical model is put forward that is composed of four service characteristics of first-order factor, two latent variable transportability and interactivity of second-order factors and global potential of service. Finally, according to the theoretical basis of the hypothesis, putting forward various relationships to be tested. Part III: the empirical research design. Beginning by describing the sample design, scale development and questionnaire design, through the pre-survey study, the scale reliability and validity can be tested, and based on the results of the scale be revised into a formal questionnaire. And introducing the pre-implementation, implementation and control of the formal investigation process, finally putting forward the methodological issues in this study that will be applied to, including structural equation model, data analysis methods and so on. Part IV: Data analysis and results discussion. First, analyzing the data quality, measurement (external) model and structure of the (internal) model. Then comparing the goodness of fit of two competing models and testing assumptions path analysis to determine the analysis model of service global potential. Finally, making discuss according to the established model and path. Part V: Conclusion. Summing up the research, explaining the main contributions in theory and management issues, Finally, analyzing the limitations of research papers and pointing out that the direction of future research. Finally, the papers get the following three basic conclusions: first, the intangibility, heterogeneity, inseparability, and perishability of services impact the global potential indirectly; second, there is a higher order common factor of intangibility and heterogeneity, that is the global transportability factor. There is a higher order common factor of inseparability and perishability, which is the global interactivity factor. Service characteristics complete the impact to services global potential, mainly through these two factors; third, the global transportability and interactivity are direct factors affecting the services global potential. The higher of transportability, the greater of the potential; the lower of interactivity, the greater of the potential. The impact of interactivity to potential is greater than transportability. The innovations of this paper are the following three aspects: (1) tested the relationship of the service features and global potential. Based on Lovelock and Yip (1996) , establishing the relationship model by empirical means for the first time, which laid the empirical foundation for the further development of the theory. (2) In the context of globalization, proposing a construction of modern service characteristics. It can explain why some services, particularly modern services can easily be extended to the world. (3) The establishment of service globalization potential model may explore a new model and direction of global services marketing theory. In this paper, introducing the tactical variables which divide the modern service industry from the traditional one, and establishing a analysis model with definite paths from the strategic variable to the tactical variable, then to the potential of globalization, which focus the research of modern service on the issue of global delivery strategy.
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