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中文摘要：
文章在将服务营销组合和全球营销战略三项基本观点相融合的基础上，根据学者Lovelock提出的三种服务类型划分方案，在每类服务类型中分别选取一类服务行业进行问卷调查，通过综合运用多元方差分析和一元方差分析进行实证研究。实证结果表明，三类服务行业除了在“竞争活动整合”维度上不存在显著差异外，在全球营销战略的其他四个维度上均存在显著差异性。中国服务企业应根据行业特点的具体情况，选择差异性的全球营销战略。
英文摘要：
Based on the combinations of service marketing mix and three basic GMS opinions,according to-the classification method of three service types proposed by professor Lovelock, the authors choose a service industry respectively in every type of service to carry out a questionnaire survey,and eventually acquire 67 questionnaires from three service industries. ANOVA analysis shows that except for the dimension of global competitive moves integration, there are significant differences among all of the other four dimensions of GMS for the three service industries,which also proves that the service industry affects the implementation of GMS indeed. The managerial implications for service multinationals,especially for China enterprises,are that they should consider the special characteristics of each industry when they develop GMS to expand in global market.
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