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。 Based on the integration of three basic concepts of service marketing mix and global marketing strategy, based on the three types of service division proposed by scholar Lovelock, a type of service type is selected for each type of service to conduct a questionnaire survey. Empirical analysis using multivariate analysis of variance and one-way analysis of variance. The empirical results show that the three service industries have significant differences in the other four dimensions of the global marketing strategy except that there is no significant difference in the dimension of “competition integration”. Chinese service enterprises should choose different global marketing strategies according to the specific conditions of the industry.