بررسي تاثير به كارگيري بازاريابي الكترونيكي بر عملكرد صادراتي صادركنندگان نمونه بخش صنعت در سال هاي 84-1379 (با تاكيد بر اينترنت)

The Influence of Electronic Marketing on Export Performance: Exemplary Exporters of Industrial Sector Selected during 2000-2005

Due to the influence of information and communication technology and internet on commercial and operational processes, they are necessary for all companies for direct competition. E-marketing is one of ICIʹs outcomes that can use IT and internet for marketing purposes. Thus, internet is the most influencial marketing tool with global cover which can facilitate companyʹs access to the global markets. Whereas, there are some problems in export and in international markets related to marketing issues. It seems that the use of internet in different marketing activities can influence the results of companiesʹ activities in the export. Therefore, this research was aimed to respond to this question: Is there any relation between use of internet in marketing activities and export performance?, By presentation of conceptual model, this relation was tested for e-marketing and export performance in the exemplary exporter companies. The results of investigation indicated that there is positive relation between use of internet in marketing activities and companyʹs activities in export markets. Positive and significant relation were observed for the triple dimensions of e-marketing; that is, the use of internet in marketing activities related to the customers, distribution canals and marketing researches for export performance. Therefore, export growth and profitability of export entrance to new markets, improvement of marketʹs share and building positive view about companyʹs products, services and brand were confirmed in the international marketing.