Using Corporate Websites For Export Marketing
Using Corporate Websites For Export Marketing
复制标题
使用企业网站进行出口营销
DOI：
10.2501/jar-42-5-105-116
复制
发表时间：
2002
影响因子：
2.5
通讯作者：
Chee Ming Tan
中科院分区：
文献类型：
--
作者：
Wenyu Dou;U. Nielsen;Chee Ming Tan
互联网对于出口商在国际市场上接触或销售给潜在客户变得越来越重要。这项研究调查了出口商如何利用其公司网站的不同元素来实现其沟通或交易目标。首先，相关的网站属性进行了识别和分析。其次，对从加拿大、丹麦和马来西亚三个国家随机选择的出口商网站进行网站内容分析。研究结果强调了适合出口商在线营销目标的重要网站属性。本文还讨论了互联网上的出口促销和政府政策的影响。
ABSTRACT The internet is becoming increasingly important for exporters to reach or sell to potential customers in international markets. This study investigated how exporters could utilize different elements of their corporate websites to achieve either their communication or transaction objectives. First, relevant website attributes were identified and analyzed. Second, website content analysis was conducted on a random sample of exporters' websites selected from three countries: Canada, Denmark, and Malaysia. The study results highlighted important website attributes that are appropriate for exporters' online marketing objectives. Implications for export promotions on the internet and government policies are also discussed.