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The optimal internal marketing strategy in services under open economy

机译：开放经济下服务业内部最优营销策略

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摘要

This article attempts to develop a conceptual model to evaluate the optimal internal marketing strategy in services under open economy, and then verifies the effect of this marketing strategy on the satisfaction of marketing channel members. For its conceptual model, this study employs the concept of natural logarithm and Lagrange function to optimize an internal marketing strategy for international service that can maximize satisfaction of marketing channel members. The results suggest that service providers should increase the proportion of their portfolio's standardization strategy in their overall international marketing strategy if the positive association between their standardization strategy and strategic performance is relatively strong. We also provide optimal guideline for determining the allocation of resources. Furthermore, the results of structural equation modelling also ascertain the fitness of structure of the model.
机译：本文尝试建立一个概念模型来评估开放经济下服务业内部最优营销策略，然后验证该营销策略对营销渠道成员满意度的影响。对于其概念模型，本研究采用自然对数和拉格朗日函数的概念来优化用于国际服务的内部营销策略，从而可以最大程度地提高营销渠道成员的满意度。结果表明，如果服务提供商的标准化战略与战略绩效之间的正相关性较强，则应提高其投资组合标准化战略在其整体国际营销战略中的比例。我们还为确定资源分配提供了最佳指导。此外，结构方程建模的结果还确定了模型结构的适用性。

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  • 来源
    《Applied Financial Economics Letters》 |2009年第9期|841-845|共5页
  • 作者

    Wann-Yih Wu; Cheng-Feng Cheng;

  • 作者单位

    Department of Business Administration, National Cheng Kung University, No. 1, Ta-Hsueh Road, Tainan 701, Taiwan;

    Department of International Business, Asia University, No. 500, Lioufeng Road., Wufeng, Taichung 41354, Taiwan;

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