摘要
中小企业出口绩效的影响已经受到学术界越来越多的关注。尽管中小企业相对于大型企业,其规模较小、资本和资源欠缺,但作为经济增长的重要组成部分,它们也需要持续的重视和扶植。对于企业出口绩效的研究,目前主要的研究方法为:以出口绩效和营销力量之间的关系为中心分析中小企业出口绩效的影响。本文为了分析中小企业出口绩效影响因素,构建了影响因素模型,针对韩国242家中小企业进行了问卷调查,并以多重回归分析进行了实证分析。根据分析结果,差异化战略、产品开发力量、国际关系力量、网络营销力量对出口绩效有着正向影响,与前人的研究结论相符。同时,品牌力量对差异化战略对出口绩效的影响存在正向调节作用。
The issue on SMEs export performance has received more attention from a lot of scholars. Considering its role of economic growth, SMEs also require sustained attention and support, due to its small size and lack of capital and resources. In study on SMEs export performance, main researches are to analyze relation between export performance and marketing capabilities. This paper is to construct the model of determinants to analyze factors affecting the export performance. After conducting a survey for 242 Korean SMEs, multiple regression analysis was made. According to the analysis, differentiation strategy, R＆D capability, international relation capability, internet marketing capability have a positive effect on export performance, consistent with previous findings. Also, brand capability has the positive moderating effect between differentiation strategy and export performance.
出处
《上海管理科学》
2015年第6期64-69,共6页
Shanghai Management Science
关键词
出口绩效
中小企业
营销力量
品牌力量
Export performance
Smalland medium- sized enterprises
Marketing force
Brand strength
