Research On The Advantage Factors Of Female Marketing Capabilities In Service Industry

The research ofgender marketing which is based on the theory of genderdifferences and gender stereotypeshas beenwidespread concerned in marketingacademia. At the same time,we can see marketing practiceswhich are concerned withgender difference on consumer’s psychology and behavior everywhere. With therapid development of basicService Industry, female marketers are going on to playthe role ofmain force.Finding the reason behind this phenomenonbecomes a focus inacademic circles.This papertakes efforts to solve the problem of exploring theadvantageous marketing capabilities which female doing better thanmale.This study starts from the perspective of humans’ability to marketing, takesfemale marketing personnel of Service Industry as the research object, takes ourspecific object of study into account than builds the system of femaleadvantageousmarketing capabilitiesindicator by using literature analysis.We went toFuzhou、Xiamen and Quanzhou of FuJian Province to do the questionnaire survey,and got the first-hand data, we also did some survey by mail to Wenzhou and Haikou.At last385valid questionnaires were collected.After that we take the method ofexploratoryfactor analysis to determine an optimal scale structure, then we use SEMto test and verify. The results showed thatfemale marketers really have advantageousmarketing capabilities in communication, logic ability,the ability to perceive,marketing skills,the ability to execute and in femininity.Femininity, executioncapabilities and marketingcharacter are of most obvious.There are three main contribution of this research.Firstly we add femininityfactor into marketing capability. Secondly we explored and validated theadvantageous marketing capabilities of female in Service Industry. Thirdly this paperstudied the composition of marketing capabilitiesfrom a purely personal based pointof view. At the end, we gave some management recommendations to corporate’shuman resource management in Service Industry and to front-line marketersof findinga job.