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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。
Based on the perspective of decision-making and execution, this paper explores the impact of different types of service marketing activities in the international market on the competitive advantage (concentration, coordination). Based on the sample of 220 service enterprises Made structural equation model test. The findings are as follows: (1) The concentration of non-product-related marketing decisions significantly negatively affects the competitive advantage of enterprises, while the concentration of product-related marketing decisions has no significant effect on competitive advantage; (2) The coordination of product-related marketing activities is significant Positive impact on competitive advantage, rather than the coordination of product-related marketing activities and the relationship between competitive advantage is not significant. The above conclusion helps to guide Chinese service enterprises in planning international marketing activities and establishing international competitive advantages.