绍兴纺织业国际市场营销策略与出口绩效关系  

International marketing strategy of textile industry in Shaoxing and its impact on exportation efficiency

作　　者：马述忠[1] 黄慧[1] 顾海燕[2] 姜福明[3] 

机构地区：[1]浙江大学经济学院,浙江杭州310027 [2]浙江理工大学外国语学院,浙江杭州310018 [3]澳大利亚国立大学商务经济学院

出　　处：《纺织学报》2010年第12期122-127,共6页Journal of Textile Research

摘　　要：纺织业是浙江绍兴的支柱产业,属于具有明显比较优势、国际依存度较高的劳动密集型传统产业。以国际营销战略和出口绩效的理论综述为基础,结合绍兴纺织业出口情况构建其国际市场营销策略与出口绩效的理论模型,通过设计调查问卷,对相关企业进行资料和数据收集,并用结构方程模型检验各因素对国际市场策略和出口绩效这2个主要变量的影响和作用。最后,对检验结果进行讨论,进一步提出能够提升绍兴纺织业出口绩效的政策建议。Textile industry is a pillar industry of Shaoxing.It is also one of the traditional labor-intensive industries,which has obvious comparative advantage and high dependence on international markets.The paper selects textile industry of Shaoxing,Zhejiang province as the research subject.Based on the literature of international marketing strategy and export performance,taking the development of Shaoxing textile industry and export into consideration,a theoretical model of international marketing strategy and export performance is built.According to the theoretical model,questionnaires were designed to collect data and information of relevant enterprises.After data are analyzed statistically and structural equation modeling is tested,various factors should be analyzed that have impacts on international marketing strategy and export performance.Finally,research results are explained and discussed,and suggestions on further improving the performance of Shaoxing textile export are brought forward.

关 键 词：绍兴纺织业 国际营销 出口绩效 结构方程模型 

分 类 号：F407.8[经济管理—产业经济]