Abstract: As a strategic mode selection for multinational companies，the standardization strategy has brought enterprises scale economy and low cost advantage，and becomes an expanding powerful weapon for multinational companies in global market．Reality development and theory research shows that information technology and e-commerce have an important influence on service enterprise by digitize service；therefore，we construct a relational model between digital service and the level of standardization，to research the digital drivers of service，as well as the impact of digitized degree on the degree of marketing standardization.

摘要： 标准化战略作为跨国公司的一种战略模式，给企业带来了规模经济和低成本优势，已成为当今跨国公司在全球市场迅速扩张的有力武器。现实发展和理论研究表明，信息技术和电子商务已成为影响服务企业标准化程度的重要因素，其影响实质上是通过将服务数字化来实现的。鉴于此，本文构建了服务数字化影响跨国公司营销标准化战略的关系模型，分析了服务数字化程度的驱动因素以及数字化程度影响营销标准化战略的内在机制。