讲座主题：

市场营销、需求与出口商动态关系

Marketing, Demand, and Exporter Dynamics

主讲嘉宾：张红松，香港大学经管学院副教授

时间：2025年7月9日（周三）10:00-11:30

地点：3044am永利集团沙河校区学院楼13号楼321

主持人：张晓涛，教授，3044AM永利集团院长

主办：3044AM永利集团、北京高校国际商务专业虚拟教研室、北京高校党建工作样板支部国际商务系教工党支部

讲座内容：

本文探讨市场营销对出口企业绩效的影响机制。我们首先实证揭示了企业动态出口决策与需求促进型投资之间的相互作用，继而通过构建动态模型量化二者对企业出口市场及本土市场绩效的影响。该模型描述了出口行为与营销投资如何共同作用于市场需求。基于中国企业层面数据的模型估计表明：出口显著提升企业市场需求，但对企业实际生产率提升有限。出口对需求的促进作用主要源自两方面：一是营销投入的诱导性增加，二是出口后营销效率的提升。数据显示，企业出口后营销投入对需求因子的弹性由0.038上升至0.064。总体而言，在出口带来的需求效应中，约三分之二可归因于营销机制的作用，其余三分之一则源于出口对需求的直接效应。本研究揭示了市场营销与需求因素在驱动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.

嘉宾简介：

张红松，香港大学经管学院副教授，香港大学中国经济研究所副所长。宾夕法尼亚州立大学经济学博士，研究领域为国际贸易和实证产业组织等。在Review of Economics and Statistics, Rand Journal of Economics, International Economic Review, Journal of Development Economics, Economic Journal, European Economic Review等国际顶级学术期刊发表论文多篇。担任China Economic Review共同主编，International Journal of Industrial Organization副主编。