A Study On Born-global Of Chinese Manufacturing Enterprises Based On The Marketing Oriented

With the rapid development of Chinese economy,domestic enterprises carry out their business overseas,which has become a trend.Different from the traditional path of enterprise internationalization,many small and middle-sized enterprises in our country are practicing the process of "born-global",which means that from the begin-ning of its establishment,they penetrate into the international market rapidly and de-rive a significant portion of their revenue from international sales.Base on the theory of born-global firm and international marketing orientation,the paper reviews the relevant researches and induces a theory frame.And then,we analyze the domestic market of the fabric in order to lay a foundation for the study of the born-global strategy of XR Textile Company.Next,guided by the analysis frame of classical born-global theory,we start from the case of XR Textile Company to ana-lyze its born-global business strategy.By summarizing,the paper finds that XR textile company has four born-global behavior traits,including focus on quality,unique product development ability,the ability to form strategic alliances with foreign enter-prises and converging global technology,and we point out the positive impact which these strategies bring to the XR textile company and to the Chinese culture element especially silk culture spread overseas.Combining with the theory and the case of XR textile company,we finds that the born-global of small and middle-sized enterprises in traditional manufacturing are re-quired to have higher international marketing orientation,rather than the international trade of traditional sense;Based on the international marketing orientation,it is con-ducive to the performance of enterprises in the international market when the SMEs choose and implement bo4n-global business strategy aforesaid.Finally,we give the revelation and advice of born-global to small and middle-sized enterprises in our country.The advices include attaching great importance to the entrepreneurship of small and middle-sized enterprises,and enhancing the level of technological innova-tion,brand building and the join forces of government with enterprises.We hope to provide reference of born-global to small and middle-sized enterprises in domestic manufacturing.