基于渠道沟通视角的“中国制造”危机实证研究

继2007年中国制造在国外连续发生市场危机后,2008年由美国次贷危机引发的全球金融危机的到来,更给中国制造企业在国外市场的生存和竞争带来了巨大挑战。针对这一问题,本研究以市场营销基本理论为基础,在“市场营销价值传递系统”概念模型下,从渠道沟通角度对中国制造危机进行了分析。结果显示,仅仅根据渠道沟通质量对企业发生危机与否进行判别的准确率达到56．63％。指出,加强渠道建设和渠道控制对中国企业成功走向国际市场有着重要的意义。

An Empirical Study on the "Made in China" Market Crisis with the Perspective of Channel Communication the Perspective of Chann

Focusing on the "Made in China" market crisis in foreign markets from the year of 2007, as well as the great challenges faced by Chinese enterprises brought up by the United States sub -loan crisis in 2008,the paper brings up a " Marketing Value Delivery System" model based on basic marketing theories and makes both qualitative and empirical analysis to the deep - seated causes ofthe "Made in China" market crisis. The result shows thatthe identification rate of a crisis based solely on the quality of channel communication accounts to 56.63%. And itis of great crux forthem to strengthen channel construction and channel controlling powerin the process of developing abroad.