Empirical Research Subsidiaries In China, Data Collection Service Global Marketing Strategy

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.