如何识别国际市场机会_基于偏离_份额分析法的机会分析与评估》_

20102732010274201027520102762010277201027820102792010280IdentifyingGlobalMarketOpportunitiesforSMEsCHENHui-bingAbstract:Havingdevelopedattopspeed,China’ssmallandmedium-sizedenterprises(SMEs)failtore-mainascompetitiveasbefore.Moreover,takethefinancialcrisisintoconsideration,SMEsaresufferingahardtimeintheglobalcompetition.Soitshouldbetheresearchers’concernhowtohelpsmallbusinessidentifyopportunitiesintheglobalmarket.Thepurposeofthispaperistointroducetheshift-shareanalysis(SSM)andthendiscusshowitcanbeappliedininternationalmarketingresearch.Asanillustrationofapplication,theshift-shareanalysiswasusedtoidentifyexportopportunitiesforstatuettesandotherorna-mentalceramicarticlesintheSouthAmericanMarketusingdataofimportformChinaduring20042008.Keywords:smallandmedium-sizedenterprises;shift-shareanalysis;globalmarketopportunityanalysis