中国产品海外形象提升的多重路径研究——基于要素结构变动的视角

Multiple Paths to Enhance the Overseas Image of China Products:From the Perspective of Factor Structure Transformation

在国际市场空间不断压缩的背景下,如何筹谋中国外向型企业发展以及外向型企业的产品形象提升已成为未来发展的关键点。基于141家制造企业典型案例,运用模糊集定性比较分析法(fsQCA)考察要素结构变动效应下中国企业产品海外形象提升的多重路径。研究发现:技术创新是企业实现产品海外形象提升的必备要素;产权归属、企业年龄差异下的产品海外形象提升路径明显不同,企业年龄相对较短但注重研发和人力资本投入的国有企业,会积极选择通过国际质量认证(ISO22000)和国际环境管理体系认证(ISO14001)来向海外消费者有效传达所售产品的质量信息;有一定资产实力和较长企业年龄的民营企业,则会着眼于企业长远发展,选择不断增加研发投入,积极通过国际认证体系,将产品位势定位于高品质端,并凭借其资产规模优势所隐含的品牌保证、年龄优势衍生的商誉等塑造良好的产品海外形象。

Under the situation that the international market space is continuously compressed,how to plan the development of export-oriented enterprises in China?What is the way to enhance the overseas image of export--ori-ented enterprises?Based on the typical cases of 141 manufacturing enterprises,this paper uses the fuzzy-set quali-tative comparative analysis(fsQCA)to investigate the muliple paths to enhance the overseas image of China en-terprises'products under the ffect of factor structure changes.The study found that:Technological innovation is an essential element for enterprises to enhance their overseas image.There are obviously different paths to en-hance the overseas image of products under the ownership of property rights and the age diference of enterprises.For example:For state--owned enterprises that are relatively young but pay attention to R&D and human capital in-vestment.,they will actively choose to pass intermational quality certification(ISO22000)and intermational envi-ronmental management system certification(ISO14001)to ffctively convey the quality information of the prod-ucts they sell to overseas consumens.Private enterprises with a certain asset strength and a long enterprise age will focus on the long-term development of the enterprise,choose to continuously increase investment in R&D,active-ly adopt the intemnational certification system,position their products at the high-qality end,and build a good overseas image of their products by virtue of the brand guarantee implied by their asset scale advantages and the goodwill derived from their age advantages.