影响企业出口绩效的主要因素实证研究

An Empirical Study on the Main Factors Influencing Export Performance of the Enterprises

影响企业出口绩效的主要有出口国环境因素、战略因素和营销因素,就重庆市企业而言,影响因素依次为出口国的政治经济环境、贸易壁垒、出口国的文化地理因素、产品价格差异战略、分销因素、出口目的、广告促销因素、产品因素、价格因素及促销差异战略。为此,重庆市企业应实施科学的国际营销策略,变被动接订单为主动出击,扩大企业规模,建立战略联盟,充分利用网络,积极开拓国际市场。

The main factors affecting the performance of export enterprises include the environment factors of export country,strategic factors and marketing factors.Concerning the enterprises in Chongqing,factors that will have effect on the performance of the exporting enterprises include the political and economic environment of the export country,trade barrier,and the factors concerning culture and geography,distribution,purpose of export,advertisement and promotion,product,price and different strategies of promotion.So,enterprises in Chongqing should adopt such countermeasures as adopting the scientific strategy of international marketing,take the initiative to develop international market,expand the enterprises＇scale,establish the strategic alliance,and give full play to the role of net marketing.