講座主題：

市場營銷、需求與出口商動態(tài)關(guān)系

Marketing, Demand, and Exporter Dynamics

主講嘉賓：張紅松，香港大學(xué)經(jīng)管學(xué)院副教授

時間：2025年7月9日（周三）10:00-11:30

地點：中央財經(jīng)大學(xué)沙河校區(qū)學(xué)院樓13號樓321

主持人：張曉濤，教授，國際經(jīng)濟(jì)與貿(mào)易學(xué)院院長

主辦：中央財經(jīng)大學(xué)國際經(jīng)濟(jì)與貿(mào)易學(xué)院、北京高校國際商務(wù)專業(yè)虛擬教研室、北京高校黨建工作樣板支部國際商務(wù)系教工黨支部

講座內(nèi)容：

本文探討市場營銷對出口企業(yè)績效的影響機(jī)制。我們首先實證揭示了企業(yè)動態(tài)出口決策與需求促進(jìn)型投資之間的相互作用，繼而通過構(gòu)建動態(tài)模型量化二者對企業(yè)出口市場及本土市場績效的影響。該模型描述了出口行為與營銷投資如何共同作用于市場需求。基于中國企業(yè)層面數(shù)據(jù)的模型估計表明：出口顯著提升企業(yè)市場需求，但對企業(yè)實際生產(chǎn)率提升有限。出口對需求的促進(jìn)作用主要源自兩方面：一是營銷投入的誘導(dǎo)性增加，二是出口后營銷效率的提升。數(shù)據(jù)顯示，企業(yè)出口后營銷投入對需求因子的彈性由0.038上升至0.064。總體而言，在出口帶來的需求效應(yīng)中，約三分之二可歸因于營銷機(jī)制的作用，其余三分之一則源于出口對需求的直接效應(yīng)。本研究揭示了市場營銷與需求因素在驅(qū)動出口收益中的核心作用。

This paper examines the role of marketing on exporters’ performance. We first document several facts about the interplay between firms' dynamic export decisions and demand-enhancing investments. Then we quantify their impact on firms’ performance in the export and domestic markets through a dynamic model, in which export and investment in marketing interplay to influence demand. Estimating the model using Chinese firm-level data, we find that exports increase firms’ demand substantially and physical productivity slightly. The large effect of export on demand is mainly driven by the induced increase in marketing and the increase in marketing efficiency after starting to export. As shown in the data, the elasticity of the demand factor with respect to marketing rises from 0.038 to 0.064 after export. Overall, the marketing channel accounts for about two-thirds of the export demand effect, while the other one-third is attributable to the direct effect of export on demand. This study emphasizes the role of marketing and demand in driving the gains from exports.

嘉賓簡介：

張紅松，香港大學(xué)經(jīng)管學(xué)院副教授，香港大學(xué)中國經(jīng)濟(jì)研究所副所長。賓夕法尼亞州立大學(xué)經(jīng)濟(jì)學(xué)博士，研究領(lǐng)域為國際貿(mào)易和實證產(chǎn)業(yè)組織等。在Review of Economics and Statistics, Rand Journal of Economics, International Economic Review, Journal of Development Economics, Economic Journal, European Economic Review等國際頂級學(xué)術(shù)期刊發(fā)表論文多篇。擔(dān)任China Economic Review共同主編，International Journal of Industrial Organization副主編。