影响外销方式选择的内外因素
影响外销方式选择的内外因素 |影响因素一览表 |一　般　适　合 | | |代理商 |许可贸易 |自设海外|股权投 |服务合同| | | | |分支机构|资 | | | | | | |生　　 | | | | | | |产 | | |海 |销售潜力小 |＊ |＊ | | | | |　 | | | | | | | |外 | | | | | | | |　 | | | | | | | |目 | | | | | | | |　 | | | | | | | |标 | | | | | | | |　 | | | | | | | |市 | | | | | | | |　 | | | | | | | |场 | | | | | | | |　 | | | | | | | |因 | | | | | | | |　 | | | | | | | |素 | | | | | | | | |销售潜力大 |＊ | |＊ |＊ | | | |自由竞争 |＊ | |＊ | | | | |寡头垄断竞争 | | | |＊ | | | |营销基础设施差| | |＊ | | | | |营销基础设施好|＊ | | | | | | |生产成本低（国| | | |＊ | | | |外） | | | | | | | |生产成本高（国|＊ | | | | | | |外） | | | | | | | |限制进口政策 | |＊ | |＊ |＊ | | |自由进口政策 |＊ | | | | | | |限制投资政策 |＊ |＊ |＊ | |＊ | | |自由投资政策 | | |＊ |＊ | | | |地理距离小 |＊ | | |＊ | | | |地理距离大 |＊ |＊ | |＊ |＊ | | |经济活跃 | | | |＊ | | | |经济停滞 |＊ |＊ | | |＊ | | |外汇管制严 |＊ |＊ | | |＊ | | |外汇管制松 | | | |＊ | | | |汇率下降 | | | |＊ | | | |汇率上升 |＊ | |＊ | | | | |文化差异小 | | |＊ |＊ | | | |文化差异大 |＊ |＊ | | |＊ | | |政治风险小 | | |＊ |＊ | | | |政治风险大 |＊ |＊ | | |＊ | |[pic] | |本 |市场大 |＊ | | |＊ | | |国 | | | | | | | |市 | | | | | | | |场 | | | | | | | |因 | | | | | | | |素 | | | | | | | | |市场小 |＊ | |＊ | | | | |自由竞争 |＊ | |＊ | | | | |寡头垄断竞争 | | | |＊ | | | |生产成本低（国|＊ | |＊ | | | | |内） | | | | | | | |生产成本高（国| |＊ | |＊ |＊ | | |内） | | | | | | | |出口促销力量强|＊ | |＊ | | | | |对在海外投资的|＊ |＊ | | |＊ | | |限制 | | | | | | |[pic] | |企 |差异产品 |＊ | | | | | |业 | | | | | | | |内 | | | | | | | |部 | | | | | | | |因 | | | | | | | |素 | | | | | | | | |标准产品 | | | |＊ | | | |服务密集产品 | | |＊ |＊ | | | |技术密集产品 | |＊ | | | | | |需作稍微更改的|＊ | | | | | | |产品 | | | | | | | |需作大的更改的| |＊ |＊ |＊ | | | |产品 | | | | | | | |资源有限 |＊ |＊ | | | | | |资源丰富 | | |＊ |＊ | | | |参与较少 |＊ |＊ | |＊ | | | |参与较多 | | |＊ |＊ | | 注：　表中标有“＊”记号的为适于采用某种营销方式的情况。
影响外销方式选择的内外因素