服务企业跨国营销活动的集中和协调策略:基于产品相关和非产品相关营销活动的划分研究  

Centralization and Coordination of Service Enterprises’International Marketing Activities: A Study based on Classifications between Product-related and Non-product-related Marketing Activities

作　　者：吴晓云[1,2] 张峰[2] 

机构地区：[1]南开大学商学院,天津300071 [2]南开大学国际商务研究所,天津300457

出　　处：《管理评论》2012年第8期88-95,106,共9页Management Review

基　　金：中央高校基本科研业务费专项资金项目(NKZXB10111)

摘　　要：本文以服务企业为研究对象,基于决策制定和执行的视角探讨了不同类型的服务营销活动在国际市场的配置策略(集中、协调)对竞争优势的影响关系,并借助获取的220家服务企业样本作了结构方程模型检验。研究发现:(1)非产品相关营销决策的集中化显著负向影响企业的竞争优势,而产品相关营销决策的集中化对竞争优势不存在显著影响;(2)产品相关营销活动的协调程度显著正向影响竞争优势,而非产品相关营销活动的协调程度与竞争优势之间的关系不显著。上述结论有助于指导中国服务企业在国际市场合理规划营销活动、建立国际竞争优势。From perspectives of decision making and execution,this study discusses the configuration strategy of service enterprises’ international marketing activities and its effects on international competition advantages.The SEM results via the empirical evidence from 220 service enterprises indicate that：（1） The centralization of non-product-related marketing decisions is negatively related to competition advantage,while the centralization of product-related marketing decisions does not affect competition advantage significantly;（2） The coordination of product-related marketing activities positively affects competition advantage,while the coordination of non product related marketing activities does not affect competition advantage significantly.The conclusions are useful for service enterprises to arrange their international marketing activities and acquire competition advantages.

关 键 词：服务企业 营销活动 集中化 协调 竞争优势 

分 类 号：F719[经济管理—产业经济] F274F224