专业市场本地网络效应、全球网络效应与中小企业国际营销能力——基于浙江义乌和绍兴的实证研究  

The Relation between the Effects of Local and Global Specialized Market Networks and the International Marketing Capability of Small and Medium-sized Enterprises——An Empirical Study Based on Yiwu and Shaoxing

作　　者：贺华丽[1] 

机构地区：[1]浙江外国语学院国际工商管理学院,浙江杭州310012

出　　处：《商业经济与管理》2013年第5期30-38,共9页Journal of Business Economics

基　　金：浙江省哲学社会科学重点研究基地--技术创新与企业国际化研究中心项目"专业市场创新导向;企业网络和中小企业国际营销能力"(11JDJS03YB);浙江省软科学研究计划项目"基于专业市场网络的浙江中小企业国际营销能力提升研究"(2012C35063)

摘　　要：本文基于专业市场网络与中小企业国际化存在紧密联系这一经济现实,试图研究专业市场网络对中小企业国际营销能力的影响。本文在对企业营销能力及其构成维度,专业市场网络等相关概念进行界定的基础上,对专业市场本地网络和全球网络中存在的各种效应对中小企业国际营销能力的影响进行了理论分析。在此基础上,运用浙江省义乌市和绍兴市实地调查所获得的数据对专业市场网络与中小企业国际营销能力之间的关系进行了实证检验。我们发现:(1)相比于专业市场本地网络,全球网络效应对中小企业国际营销能力有更显著的影响。(2)专业市场本地网络在提升中小企业的信息利用能力方面有着突出的表现,但对中小企业的产品开发能力和快速反应能力的影响并不十分显著。Based on the close relationship between the specialized market network and the internationalization of small and medium-sized enterprises,this paper tries to study the influence of specialized market network on the international marketing capability of small and medium-sized enterprises.After defining the related concepts of marketing capability,the forming dimensions of marketing capability and specialized market network,this paper makes a theoretical analysis on how the effects produced by the local and global networks of specialized market influence the international marketing capability of small and medium-sized enterprises.On this basis,the paper empirically tests the relationship between the specialized market network effects and the international marketing capability of enterprises by using the data collected from Yiwu and Shaoxing in Zhejiang province.We found that：（1） compared to that of the local network of specialized market,the global network effects have more obvious influence on a company＇s international marketing capability;（2） the local network effects can evidently promote a company＇s information acquisition ability,but have no obvious influence on its product development and rapid reaction capabilities.

关 键 词：专业市场网络 中小企业 国际营销能力 

分 类 号：F270[经济管理—企业管理]