摘要
长期停留在代工生产阶段,难以在海外目标市场建立自己的分销渠道,是当前我国中小制造企业在国际贸易活动中所面对的困境。集群营销模式具有交易成本和沉淀成本低、规模经济明显的优势,是中小制造企业开拓海外市场的重要途径。依托产业集群的特有环境,通过组建集群企业联合体,实现企业间优势互补、资源共享、风险共担,是中小制造企业海外营销的基本模式形态。在此基础上,将集群营销理念引入非集群企业,通过搭建横向合作平台,突破产业集群的地域局限,构建虚拟集群的集群营销模式和泛集群的合作营销模式,帮助非集群企业共建海外营销渠道,从而有效改善出口贸易模式下中小制造企业在国际市场营销中的被动地位。
Staying at original equipment manufacturing period for a long time and being hard to build up their own overseas distribution channel are the main obstacles faced by Chinese small and middle sized manufacturing enterprises. Cluster marketing mode has obvious advantages such as low transaction, sunk cost and high economic scale, so it is the most important method for SMEs to open up overseas market. Relying on the specific environment of industrial cluster, building up the enterprise combo, realizing complementary advantages among enterprises and sharing resources and risks should be the basic mode of SMEs＇ overseas marketing. On this basis, this thesis suggests＇introducing the cluster marketing concept to non - cluster enterprises, and building up the horizontal cooperative platform to break through the territory restriction of industrial cluster and establish the cooperative marketing mode of virtual cluster and extensive cluster to help non - cluster enterprises to build up their overseas marketing channels together. Therefore it can finally improve and change the passive position of SMEs when they are engaged in overseas marketing under the export mode.
出处
《企业经济》
北大核心
2014年第9期77-81,共5页
Enterprise Economy
基金
江西省社会科学研究"十二五"规划项目"中国特色产业集群政策绩效评价研究--基于国家
区域
企业综合的视角"(批准号:12GL35)
关键词
产业分工
中小制造企业
虚拟海外集群营销
贸易式出口
营销渠道
industrial division
small and medium manufacturing enterprises
virtual overseas cluster marketing
commercial export
marketing channel
