国家质量声誉、国家软实力与企业出口利润

National Reputation of Product Quality,Soft Power and Export Profit

文章在理论模型中证明了当存在产品质量信息摩擦时国家软实力的发展对出口利润的影响。当进口商面，临在不同国家的同类产品之间做出购买决策时，特别是这些出口国具有相同或者相似的国家质量声誉时，国家软实力会起到类似广告促销的作用。实证分析中利用中国2004～2006年企业微观出口样本对模型进行了检验。研究发现，在不被施加任何约束的条件下，中国国家软实力的发展不但提升了企业的出口利润总额，也提升了出口利润增长率。但是，由于出口产品质量的提高速度落后于国家软实力的发展，随着出口产品质量的提高和出口持续时间的延长，企业的出口利润增长率不升反降；在出口利润增长率陷入恶性循环时，出口导向型的企业和发展战略都会面临挑战。因此，提高产品质量是提升中国出口竞争力的关键所在，也是促进经济发展的重要保障。

In this paper we first prove in theory how soft power development of a country can influence export profits of its exporters when buying decision is made with imperfect information about the quality of export products. Soft power works as advertising when foreign buyers make choices among products,especially when they have the same or similar national reputation of product quality,from different exporting countries. Then we test our theory by using Chinese company samples from 2004 ~ 2006. We find that without constraints Chinese soft power improves their export profits and export-profit margin. However,their export-profit margin declines when their product quality improves and export duration extends as a result of the lagging of quality improvement behind of soft power. This challenges the Export-oriented companies and economic strategy. Therefore,to speed up the improvement of product quality is the key for Chinese exporting competitiveness and the foundation for economic growth.