[1]张少卿,王建福.泉州民营跨境电商企业国际营销动态能力研究[J].泉州师范学院学报,2020,(04):9-15.
 ZHANG Shaoqing,WANG Jianfu.A Research on International Marketing Dynamic Ability of Private-owned Cross-BorderE-Commerce Enterprises in Quanzhou[J].,2020,(04):9-15.
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泉州民营跨境电商企业国际营销动态能力研究()
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《泉州师范学院学报》[ISSN:1006-6977/CN:61-1281/TN]

卷:
期数:
2020年04期
页码:
9-15
栏目:
区域经济
出版日期:
2020-08-15

文章信息/Info

Title:
A Research on International Marketing Dynamic Ability of Private-owned Cross-BorderE-Commerce Enterprises in Quanzhou
文章编号:
1009-8224(2020)04-0009-07
作者:
张少卿12王建福2
1.华侨大学 经济与金融学院,福建 泉州 362000; 2.泉州师范学院 商学院,福建 泉州 362000
Author(s):
ZHANG Shaoqing12WANG Jianfu2
1.School of Economics and Finance, Huaqiao University, Quanzhou Fujian 362000,China; 2.School of Business,Quanzhou Normal University, Quanzhou Fujian 362000, China
关键词:
泉州市 民营跨境电商企业 国际营销动态能力 模糊综合评价
Keywords:
Quanzhou private-owned cross-border E-commerce enterprises international marketingdynamic capability fuzzy comprehensive evaluation
分类号:
F272
文献标志码:
A
摘要:
利用2019年泉州市352家民营跨境电商企业的调查数据,运用因子分析法和模糊综合评价法,构建泉州民营跨境电商企业国际营销动态能力识别模型,对泉州民营跨境电商企业国际营销动态能力进行综合评价分析。研究发现:(1)泉州民营跨境电商企业国际营销动态能力的识别模型由3个维度层因子构成,实证检验该模型具有较高的信度和效度,是测量泉州民营跨境电商企业国际营销动态能力的一个高价值框架。(2)泉州民营跨境电商企业国际营销动态能力还存在较大发展空间,国际市场运营管理能力和国际市场网络营销能力是当前制约泉州民营跨境电商企业国际营销动态能力发展的瓶颈因素。(3)实施五大策略有助于泉州民营跨境电商企业系统性提升其国际营销动态能力。
Abstract:
Using the survey data of 352 private-owned cross-border E-commerce enterprises inQuanzhou in 2019, using factor analysis method and fuzzy comprehensive evaluation method,the identification model of international marketing dynamic ability of private-owned cross-borderE-commerce enterprises in Quanzhou is constructed to comprehensively evaluate and analyzethe international marketing dynamic ability of private-owned cross-border E-commerce enterprisesin Quanzhou. It is found that first, the identification model of international marketingdynamic ability of private-owned cross-border E-commerce enterprises in Quanzhou is composed ofthree dimensional layer factors. Second, there is still a lot of room for the developmentof international marketing dynamic ability of private-owned cross-border E-commerce enterprisesin Quanzhou. The international market operation and management ability and theinternational marketing network marketing ability are the bottleneck factors that restrictthe development of international marketing dynamic ability of private-owned cross-border E-commerce enterprises in Quanzhou at present. Third, the implementation of five strategieswill help Quanzhou private-owned cross-border E-commerce enterprises to systematically enhancetheir international marketing dynamic ability.

参考文献/References:

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备注/Memo

备注/Memo:
收稿日期:2020-04-05
作者简介:张少卿(1979—),男,福建漳州人,副教授,博士,主要从事市场营销研究。
基金项目:福建省教育厅中青年教师教育科研项目(JAS180316); 福建省高校特色新型智库民营经济发展研究院项目(F18009); 福建省高校人文社科研究基地侨乡区域经济发展研究中心项目(F18004)
更新日期/Last Update: 2020-08-15