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A Study on the Relationship between Marketing Capability and Export Performance of Chinese Enterprises

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한중경제문화연구 (Korea-China Economic & Cultural Review)
한중경제문화학회 (Korea-China Economic & Cultural District Association)
초록

After the outbreak of the epidemic, China’s foreign trade industry has been greatly impacted, and the survival of Chinese export enterprises in the post-epidemic era has become more difficult, and the surge in Sino-US trade frictions has further aggravated the difficult status quo of China’s export industry. This paper studies the relationship between marketing ability and export performance through literature research and mathematical analysis, aiming to help Chinese export enterprises get rid of the current situation of downturn, improve market competitiveness, and put forward feasible guidance strategies for improving the export performance of Chinese enterprises.

목차
Ⅰ. Introduction
    1. Concept of Marketing Capability
    2. Concept of Export Performance
Ⅱ. Methodology
    1. Research Model and Hypothesis
    2. Results
Ⅲ. Findings
    1. Various Dimensions of Marketing Capability and Export Performance
    2. Direct Variables and Export Performance
Ⅳ. Conclusion and Implication
References
ABSTRACT
저자
  • Hu Chunhua(Ph.D. Course in Business Administration, Woosuk University. LiuZhou Institute of Technology, China)
  • Yuan Ruiqing(Undergraduate Course in Business English , LiuZhou Institute of Technology , China)