企业国际化中关系营销导向对出口绩效影响的实证研究

Impact of Relationship Marketing Orientation on Export Performance: An Empirical Study of Chinese Exporters

在企业国际化过程中,我国许多出口企业渐趋确立了注重信任、承诺、互惠等符合现代关系营销内涵的营销战略导向。然而,企业关系营销导向与出口绩效之间关系尚未获得应有的关注和研究。本文通过引入资源获取和营销创新为中介变量,构建了关系营销导向与出口绩效关系的整合模型,运用中国中小出口企业的实证数据,以揭示关系营销导向对企业出口绩效的影响机制。研究发现,关系营销导向对企业出口绩效没有直接影响;资源获取和营销创新对于关系营销导向与出口绩效间关系具有完全中介效应。

Discussion over the impact of relationship marketing orientation （RMO） on corporate performance has been heated in the academia since the mid-1980s, but very few studies have systematically examined the influential mechanism which can help better understand the relationship between the two. This study attempts to construct a model depicting how this impact takes place using resource acquisition and marketing innovation as mediators. Results from the study with a sample of 152 small and medium sized export finns in China suggest that RMO may affect export performance with the mediating effect of re- source acquisition and marketing innovation, and no direct effect by RMO is found on export performance.