价格领先还是品牌化？——我国制造业出口企业营销战略与出口绩效关系的实证研究

Price Leadership or Branding？ A Study on the Relationship Between Marketing Strategy and Market Performance by Chinese Exporters in the Manufacturing Industry

本文以我国本土制造业出口企业为研究对象，应用战略适应性理论和营销细分理论，研究存不同的出口目标国家市场我国本土制造业出口企业所采用的出口营销战略对其出口绩效的影响。实证研究发现．当目标市场为发展中国家时，采用品牌化战略比采用价格领先战略更能带来满意的出口绩效，而当目标市场为发达国家时，采用价格领先战略与品牌化战略对出口绩效均没有显著影响。本文最后讨论了实证研究发现的理论价值与实践意义并指出研究局限与未来研究方向。

This paper examines the effect of price leadership and branding strategy on export performance of indigenous Chinese exporters in developing markets and developed markets from the theoretical perspective of strategic fitness and marketing segmentation. Findings suggest that in developing markets, adoption of branding strategy is more likely to enhance export performance. In developed markets,neither adoption of price leadership strategy nor adoption of branding strategy enhances export performance. Theoretical and managerial implications of the findings are explained.