CAJ | 학술논문

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。
계2007년중국제조재국외련속발생시장위궤후，2008년유미국차대위궤인발적전구금융위궤적도래，경급중국제조기업재국외시장적생존화경쟁대래료거대도전。침대저일문제，본연구이시장영소기본이론위기출，재“시장영소개치전체계통”개념모형하，종거도구통각도대중국제조위궤진행료분석。결과현시，부부근거거도구통질량대기업발생위궤여부진행판별적준학솔체도56．63％。지출，가강거도건설화거도공제대중국기업성공주향국제시장유착중요적의의。
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 of the ＂Made in China＂ market crisis. The result shows that the identification rate of a crisis based solely on the quality of chan- nel communication accounts to 56.63%. And it is of great crux for them to strengthen channel construction and channel controlling power in the process of developing abroad.