Study Of Corporate Export Marketing Strategy And Export Performance

In the background of global economic integration, export activities have become increasingly frequent in China. Facing the constantly changing international environment, we need to think several problems: (1) What measures should China's enterprises take to improve export performance and Which effective factors should we put the limited resources into? (2) So what marketing strategies should we adopt to achieve our strategic or economic targets ? (3) At the same time, e-commerce has been widely used, and what's the role of e-commerce for export marketing strategies and export performance ?We firstly summarized the related former researches on export marketing strategy, export performance and 4P theory on the basis of which the research divided the export marketing strategy into four strategies: product adaptation, price adaptation, place adaptation, promotion adaptation.Then,we put forward the scales for measuring export marketing strategy and proposed the relationship between marketing strategy and export performance. The research also focus on the determinants of export performance and export marketing strategy. In addition the study took a look at the effect of e-commerce.Based on the assumption of the study , we rely on the project of multinational operations of SMEs in Zhejiang Province, visited the managers of Foreign Economic and Trade Bureau in Westlake area and 6 export enterprises in Zhejiang province. We designed the questionnaire Subsequent literature research and interviews. Then we take a small-scale pre-survey to improve the measurement. A large-scale survey is taked by the author in Alibaba network trading platform. At last we received for a total survey of 138 export enterprises in Zhejiang Province, recovered 153 valid questionnaires. We adopted descriptive statistical methods to analysis the data obtained, and then tested the hypothesis empirically by reliability and validity analysis , correlation analysis,ANOVA,multiple regression statistical methods and so on.The main empirical results of this paper are as follows:(1) The marketing strategy factors include promotion adaptation, price adaptation affect the export performance Positively in the export enterprises,and product adaptation negatively. (2) E-commerce will make the price, promotion and place strategies more adaptive in the export process.(3) The intern factors which affect the export performance include: international competitiveness, investment commitments,e-commerce and so on;(4) The External factors which affect the export performance negatively include:market,law and policy,culture.(5) The intern factors which affect the export marketing strategies include: international competitiveness, investment commitments,e-commerce and so on. The external factors didn't affect the export marketing strategies very much.Finally, based on this research, this thesis puts forth several proposals for promoting the export performance.