泉州民营跨境电商企业国际营销动态能力研究

A Research on International Marketing Dynamic Ability of Private-owned Cross-Border E-Commerce Enterprises in Quanzhou

利用2019年泉州市352家民营跨境电商企业的调查数据,运用因子分析法和模糊综合评价法,构建泉州民营跨境电商企业国际营销动态能力识别模型,对泉州民营跨境电商企业国际营销动态能力进行综合评价分析。研究发现:(1)泉州民营跨境电商企业国际营销动态能力的识别模型由3个维度层因子构成,实证检验该模型具有较高的信度和效度,是测量泉州民营跨境电商企业国际营销动态能力的一个高价值框架。(2)泉州民营跨境电商企业国际营销动态能力还存在较大发展空间,国际市场运营管理能力和国际市场网络营销能力是当前制约泉州民营跨境电商企业国际营销动态能力发展的瓶颈因素。(3)实施五大策略有助于泉州民营跨境电商企业系统性提升其国际营销动态能力。

Using the survey data of 352 private-owned cross-border E-commerce enterprises in Quanzhou in 2019,using factor analysis method and fuzzy comprehensive evaluation method,the identification model of international marketing dynamic ability of private-owned cross-border E-commerce enterprises in Quanzhou is constructed to comprehensively evaluate and analyze the international marketing dynamic ability of private-owned cross-border E-commerce enterprises in Quanzhou.It is found that first,the identification model of international marketing dynamic ability of private-owned cross-border E-commerce enterprises in Quanzhou is composed of three dimensional layer factors.Second,there is still a lot of room for the development of international marketing dynamic ability of private-owned cross-border E-commerce enterprises in Quanzhou.The international market operation and management ability and the international marketing network marketing ability are the bottleneck factors that restrict the development of international marketing dynamic ability of private-owned cross-border E-commerce enterprises in Quanzhou at present.Third,the implementation of five strategies will help Quanzhou private-owned cross-border E-commerce enterprises to systematically enhance their international marketing dynamic ability.