| The coming of 21 century brings the new age of marketing. Traditional marketing faces the challenges that it never meets. The world-wide development and application of Internet technology has changed the structure and environment of global marketing. The integration of global economy and the new pattern of competition without country-boundaries have brought great changes in marketing. After China has joined in World Trade Organization, strategic regroupment will occur to the competitive environment of international marketing. So everyone who deals with marketing must think seriously the impact of Cyber Marketing, Electronic Commerce and world-wide competition on existing marketing system.Export marketing channel is a key external resource in an enterprise. The establishment of it needs several years and it is not easy to change. The importance of export marketing channel to medium and small sized enterprises is the same as that of other key internal resources, such as manufacture branch, R&D branch, project branch, salesmen in an area and assistant equipments. An effective export marketing channel is the key of a successful international marketing activity and the precondition of winning the opponents in competition.How medium and small sized enterprises hold the opportunity and receive the challenge in knowledge economy era is very important to practice. Firstly the author tells the concept of export marketing channel and the factors which influence the selection of export marketing channel in medium and small sized enterprises. Secondly the author analyzes the open questions of export marketing channel in medium and small sized enterprises as well as the macroscopical and microcosmic causes of these questions. Thirdly, the author tries to explore the proper way to select the export marketing channel model in medium and small sized enterprises. Lastly, the author puts forward the countermeasure of perfecting the export marketing channel in medium and small sized enterprises. |
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