珠三角服装出口制造业市场转向的模式与机制

Patterns and Mechanism of Market Reorientation of Export-oriented Garment Industry in the Pearl River Delta

2008年金融危机后,珠三角出口制造业出现了由出口主导转向出口与内销并进的发展趋势。运用全球生产网络理论,以珠三角服装出口制造业为例,从企业层面探讨出口制造企业转向中国市场的模式与机制,重点对比不同投资来源(日资、韩资、港澳资和内资)企业的市场转向决策、销售路径、生产供应等三方面的差异性,揭示企业投资来源对市场转向的影响。基于2014—2017年的企业深度访谈数据,研究发现:①与日韩资及港澳资企业相比,内资企业对中国市场的社会嵌入性更强,销售路径更多元化。②与日韩资企业相比,港澳资企业对中国市场的社会嵌入性较强,更积极拓展中国市场,且倾向于以自有品牌的销售方式拓展内销。③企业的投资来源及其在全球生产网络中的功能与位置,影响企业对东道国市场的社会嵌入性及其市场转向模式。

In the aftermath of the 2008 global financial crisis,the market of export-oriented manufacturing industry in the Pearl River Delta have transited from the export to the sales at home and abroad.Drawing upon the theory of Global Production Network(GPN)and taking the export-oriented garment industry as an example,this study explores the pattern of market reorientation of export-oriented manufacturing industry and its driving forces,and analyzes the difference of market reorientation strategies,sales ways,and supplying models among firms with different ownership(firms from Japan,South Korea,Chinese Hong Kong and Chinese Macao).On the basis of firm-level in-depth interviews in 2014-2017,this study indicates that:1)Comparing with firms from Japan,South Korea,Chinese Hong Kong and Chinese Macao,Chinese domestic firms have stronger social embeddedness in Chinese market and more diversified sales ways.2)Comparing with firms from Japan and South Korea,Chinese Hong Kong firms and Chinese Macao firms have actively tapped into Chinese market with stronger social embeddedness in Chinese market.Hong Kong and Macao firms have attempted to explore Chinese market with their own brands.It’s suggested that firms’ownership and their roles in the global production networks will affect their social embeddedness in the host markets and their market reorientation models.