产业集群的营销外部性：从克赖斯特彻奇、新西兰电子集群的文献回顾和证据【外文翻译】.doc

1、1本科毕业论文外文翻译外文文献译文标题产业集群的营销外部性从克赖斯特彻奇、新西兰电子集群的文献回顾和证据资料来源SPRINGERSCIENCEBUSINESSMEDIA,LLC2010作者PETERBROWN其中之一是市场营销相关的（由客户发现机会），其中一个具有营销组件（中间投入品的供应）。有需求方或市场相关产生外部公司的好处，只是因为他们是一个群集的一部分公司。也有营销机会和活动的发生只是因为公司靠近其他同类企业。这些营销的外部派生从公司内部，也从传统的外部性与集群相关的。像那些传统的外部营销的外部直接从派生合作企业的位置。以下各节描述这些营销的外部性。公司的愿望，是找到附近其他公司采取强

2、有力的本地优势，通过投入产出乘数的需求是集群的一个重要主题文学（如马歇尔1910克鲁格曼1991）。讨论通常集中于当地的需求和愿望，以坚定的特别用户附近的大小中间商品。公司寻求采取顺势而为170PBROWN等。企业和设在该地区的雇员（巴普蒂斯塔1998）创建的市场。家用或工业用户，销售货物的企业，要确保最大市场风险。由于在动态的市场不确定性和难以2找到最佳位置，这些公司选择在哪个位置可能存在的潜在消费者的数量最多。因此，该位置将面积密度人口或制造商（麦肯1995）。附近的中间投入的潜在用户定位的概念具有特殊在工业买方与卖方的关系方面的相关性。许多理论模型成功的买方与卖方的关系（安德森；NARU

3、S1990年德怀尔1987KALWANI和NARAYANDAS1995，莫尔和SPEKMAN1994）。视为买方与卖方的成功至关重要的诸多因素中合作，企业之间的密切关系的重要性是一个反复出现的主题。国际市场营销和采购集团的互动方式，买方与卖方关系，认识到“接近”的整体氛围的重要性关系（HAKKANSSON1982）。比较成功的买方与卖方的关系（德怀尔等1987），结合行为和信任的基础亲密的关系。群集文献表明，合作的位置方便公司之间密切的人际社会交往。后来的发展集群成员之间的信任，增强了企业之间的商业关系（哈里森1991）。因此，集群营销方面增加了一个新的层面，买方与卖方的关系。此外，需求或创造

4、机会的来源没有在同一行业或同一地理区域内的企业。存在一个集群，鼓励出现了专门提供配套服务支持集群企业为例，硅谷的风险资本家，好莱坞律师或乌迪内的椅子设计师（FFOWCS威廉斯1997）。因此，集群的概念创建了这些服务公司以及选址和市场营销的影响。霍特林（1929）提供了一个集群的第二市场相关的动机时，他讨论通过定位旁边的机会，以吸引客户从竞争对手，在他被广泛引用的“最低分化”的原则的竞争对手。霍特林并不是要当他假定他解释零售网点的集聚原则（布朗1989），但已经成为这次辩论中有着千丝万缕的联系。霍特林争辩说，如果有两个零售商和空间位于一个自由移动，那么该零售商将移动到其他的，固定的，零售商的“

5、长”方。也就是说，其他零售商的一面，给予最大的部分提供市场。这将导致在移动另一部分的零售商零售商的市场份额。这个概念和廖什的之间有相似之处（1954）的理论，因为消费者在最近的中心店，运载所需要的货物，这是零售商必须找到他们的竞争，使他们可以第一时间接触消费者的方法（EPPLI1996年）。这种外部效应可能是短命的，如果其他公司也进入同一市场同一原因，如果原来的公司这种不必要的竞争剧烈反应（张伯伦1933，1987GHOSH和麦氏）。然而，通过引入的不确定性，消费者的搜索和风险减少霍特林的行为概念，在171个产业集群营销的外部原则上，它变得更相关市场的外部性在讨论下面一节。外部因素，马歇尔在他

6、的原始论文（1910）提到的存在市场相关利益，是一个被顾客发现集群的一部分。这是基础的商场或零售区的概念的一部分，某些类型（例如，3古董或家电卖场）集中受益于增加的客流量和客户发现。许多研究证实的概念，即潜在客户歧视，并希望搜索（纽曼1977，布朗1989）之前，他们购买。位于集群内的其他类似的网点将受益于从其他溢出，作为客户的网点从事搜索行为。这是一个强大的外部许多零售店的类型（1987GHOSH和麦氏）。它也是一个强大的为工业企业的外部。参观买家可以看到许多厂商在一个单一的行程。他们也可能感知风险较低，因为提供了替代的位置供应商，让他们切换到来自多个供应商或源（波特1998）。这一发现的概

7、念对应的搜寻成本文学，组织购买行为以及国际化方面（如ROBINSON等。1967，韦伯斯特和风能，1972至1995）。4外文文献原文TITLEMARKETINGEXTERNALITIESININDUSTRIALCLUSTERSALITERATUREREVIEWANDEVIDENCEFROMTHECHRISTCHURCH,NEWZEALANDELECTRONICSCLUSTERMATERIALSOURCESPRINGERSCIENCEBUSINESSMEDIA,LLC2010AUTHORPETERBROWNSCOTT1998THEGRANDFATHER5OFTHECLUSTERCONCEPT,

8、MARSHALL1910,OUTLINEDFOUREXTERNALITIESOFINDUSTRIALDISTRICTSONEOFWHICHWASMARKETINGRELATEDTHEOPPORTUNITYTOBEFOUNDBYCUSTOMERSANDONEOFWHICHHASAMARKETINGCOMPONENTSUPPLYOFINTERMEDIATEINPUTSTHEREAREDEMANDSIDEORMARKETRELATEDBENEFITSTHATACCRUEEXTERNALLYTOFIRMSSIMPLYBECAUSETHEYAREPARTOFACLUSTEROFFIRMSTHEREARE

9、ALSOMARKETINGOPPORTUNITIESANDACTIVITIESTHATOCCURONLYBECAUSEAFIRMISLOCATEDNEAROTHERSIMILARFIRMSTHESEMARKETINGEXTERNALITIESDERIVENOTFROMWITHINTHEFIRM,NORFROMTHETRADITIONALEXTERNALITIESASSOCIATEDWITHCLUSTERSLIKETHOSETRADITIONALEXTERNALITIES,MARKETINGEXTERNALITIESDERIVEDIRECTLYFROMTHECOLOCATIONOFFIRMSTH

10、EFOLLOWINGSECTIONSDESCRIBETHESEMARKETINGEXTERNALITIESTHEDESIREFORFIRMSTOLOCATENEAROTHERFIRMSTOTAKEADVANTAGEOFSTRONGLOCALDEMANDTHROUGHINPUTOUTPUTMULTIPLIERSISANIMPORTANTTHEMEINTHECLUSTERLITERATUREEGMARSHALL1910KRUGMAN1991THEDISCUSSIONTYPICALLYFOCUSESONSIZEOFLOCALDEMANDANDTHEDESIRETOBENEARUSERSOFAFIRM

11、SPARTICULARINTERMEDIATEGOODFIRMSSEEKTOTAKEADVANTAGEOFTHEOPPORTUNITYTOSERVETHE170PBROWNETALMARKETCREATEDBYFIRMSANDEMPLOYEESLOCATEDINTHEAREABAPTISTA1998THEFIRMSTHATARESELLINGGOODSTOHOUSEHOLDORINDUSTRIALUSERSWISHTOENSUREMAXIMUMMARKETEXPOSUREBECAUSEOFUNCERTAINTYINTHEDYNAMICMARKETPLACEANDTHEDIFFICULTYOFF

12、INDINGTHEOPTIMUMLOCATION,THESEFIRMSCHOOSETHELOCATIONATWHICHTHELARGESTNUMBEROFPOTENTIALCONSUMERSISLIKELYTOEXISTTHUS,THELOCATIONWILLBEINANAREAOFPOPULATIONORMANUFACTURERDENSITYMCCANN1995THECONCEPTOFLOCATINGNEARPOTENTIALUSERSOFINTERMEDIATEINPUTSHASPARTICULARRELEVANCEINTHEAREAOFINDUSTRIALBUYERSELLERRELAT

13、IONSHIPSMANYTHEORETICALMODELSCHARACTERISETHEATTRIBUTESOFSUCCESSFULBUYERSELLERRELATIONSHIPSEGANDERSONANDNARUS1990DWYERETAL1987KALWANIANDNARAYANDAS1995MOHRANDSPEKMAN1994OFTHEMANYFACTORSREGARDEDASCRUCIALTOSUCCESSINBUYERSELLERCOLLABORATION,THEIMPORTANCEOFCLOSETIESBETWEENFIRMSISARECURRINGTHEMETHEINTERNAT

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15、CLUSTERLITERATURESUGGESTSTHATCOLOCATIONFACILITATESCLOSEINTERPERSONALSOCIALCONTACTSBETWEENFIRMSTHESUBSEQUENT6DEVELOPMENTOFTRUSTBETWEENCLUSTERMEMBERSENHANCESTHECOMMERCIALRELATIONSHIPBETWEENFIRMSHARRISON1991THUS,CLUSTERINGADDSANEWDIMENSIONTOTHEMARKETINGASPECTSOFBUYERSELLERRELATIONSHIPSINADDITION,THESOU

16、RCEOFDEMANDORCREATIONOFOPPORTUNITYDOESNOTHAVETOCOMEFROMFIRMSWITHINTHESAMEINDUSTRYORWITHINTHESAMEGEOGRAPHICALAREATHEEXISTENCEOFACLUSTERENCOURAGESTHEEMERGENCEOFSPECIALISEDANCILLARYSERVICESTHATPROVIDESUPPORTTOCLUSTERFIRMSFOREXAMPLE,SILICONVALLEYSVENTURECAPITALISTS,HOLLYWOODSLAWYERSORUDINESCHAIRDESIGNER

17、SFFOWCSWILLIAMS1997THUS,THECLUSTERCONCEPTCREATESLOCATIONALANDMARKETINGIMPLICATIONSFORTHESESERVICEFIRMSASWELLHOTELLING1929PROVIDESASECONDMARKETRELATEDMOTIVEFORCLUSTERINGWHENHEDISCUSSESTHEOPPORTUNITYTOATTRACTCUSTOMERSFROMACOMPETITORBYLOCATINGBESIDETHATCOMPETITORINHISWIDELYCITEDPRINCIPLEOFMINIMUMDIFFER

18、ENTIATIONHOTELLINGWASNOTTRYINGTOEXPLAINAGGLOMERATIONOFRETAILOUTLETSWHENHEPOSITEDHISPRINCIPLEBROWN1989BUTHASSINCEBECOMEINEXTRICABLYLINKEDWITHTHISDEBATEHOTELLINGARGUEDTHATIFTHEREWERETWORETAILERSLOCATEDINSPACEANDONEWASFREETOMOVE,THENTHATRETAILERWOULDMOVETOTHELONGSIDEOFTHEOTHER,FIXED,RETAILERTHATIS,TOTH

19、ESIDEOFTHEOTHERRETAILERTHATAFFORDEDACCESSTOTHELARGESTPARTOFTHEAVAILABLEMARKETTHISWOULDRESULTINTHEMOBILERETAILERSECURINGAPARTOFTHEOTHERRETAILERSMARKETSHARETHEREARESIMILARITIESBETWEENTHISCONCEPTANDLOSCHS1954THEORYTHATBECAUSECONSUMERSSHOPATTHENEARESTCENTRETHATCARRIESTHEDESIREDGOOD,ITISESSENTIALTHATRETA

20、ILERSLOCATENEXTTOTHEIRCOMPETITIONSOTHATTHEYCANBETHEFIRSTDOORCONSUMERSAPPROACHEPPLIANDSHILLING1996THEBENEFITSOFTHISEXTERNALITYMAYBESHORTLIVEDIFOTHERFIRMSALSOENTERTHEMARKETFORTHESAMEREASONORIFTHEORIGINALFIRMSREACTVIGOROUSLYTOTHISUNWANTEDCOMPETITIONCHAMBERLIN1933GHOSHANDMCLAFFERTY1987HOWEVER,BYINTRODUC

21、INGUNCERTAINTY,CONSUMERSEARCHANDRISKREDUCINGBEHAVIOURCONCEPTSTOHOTELLINGSMARKETINGEXTERNALITIESININDUSTRIALCLUSTERS171PRINCIPLE,ITBECOMESMORERELEVANTTOTHEMARKETEXTERNALITYDISCUSSEDINTHEFOLLOWINGSECTIONINHISORIGINALTREATISEONEXTERNALITIES,MARSHALL1910MENTIONEDTHEEXISTENCEOFAMARKETRELATEDBENEFITTOBEIN

22、GPARTOFACLUSTERTHATOFBEINGFOUNDBYCUSTOMERSTHISISPARTOFWHATUNDERPINSTHECONCEPTOFSHOPPINGMALLSORRETAILDISTRICTSWHERECERTAINTYPESOFOUTLETSFOREXAMPLE,ANTIQUEORAPPLIANCESTORESCLUSTERTOGETHERTOBENEFITFROMINCREASED7FOOTTRAFFICANDDISCOVERYBYCUSTOMERSMANYSTUDIESCORROBORATETHECONCEPTTHATPOTENTIALCUSTOMERSARED

23、ISCRIMINATINGANDWISHTOSEARCHBEFORETHEYPURCHASENEWMAN1977BROWN1989ITFOLLOWSTHATANOUTLETLOCATEDWITHINACLUSTEROFOTHERSIMILAROUTLETSWILLBENEFITFROMSPILLOVERFROMOTHEROUTLETSASCUSTOMERSENGAGEINSEARCHBEHAVIOURTHISISAPOWERFULEXTERNALITYFORMANYTYPESOFRETAILOUTLETSGHOSHANDMCLAFFERTY1987ITISALSOAPOWERFULEXTERN

24、ALITYFORINDUSTRIALFIRMSVISITINGBUYERSCANSEEMANYVENDORSINASINGLETRIPTHEYMAYALSOPERCEIVELOWERRISKBECAUSETHELOCATIONPROVIDESALTERNATIVESUPPLIERSALLOWINGTHEMTOSWITCHTOORSOURCEFROMMULTIPLESUPPLIERSPORTER1998BTHISCONCEPTOFDISCOVERYCORRESPONDSTOTHELITERATUREONSEARCHCOSTSANDORGANISATIONALBUYERBEHAVIOURASWEL

25、LASASPECTSOFINTERNATIONALISATIONEGROBINSONETAL1967WEBSTERANDWIND1972LIANG1995THEORGANISATIONALBUYERBEHAVIOURLITERATUREOFFERSTWODOMINANTMODELSOFVENDORSEARCHBEHAVIOUR,BUYGRIDANDSOURCELOYALTYTHEBUYGRIDMODELROBINSONETAL1967SUGGESTSTHATORGANISATIONALBUYERSSEEKTOREDUCERISKSTHROUGHARATIONALSTRATEGYOFACTIVE

26、LYEVALUATINGMULTIPLEALTERNATIVEVENDORS,SEARCHINGFORTHEBESTCOMBINATIONOFPURCHASECONSIDERATIONSINCONTRAST,THESOURCELOYALTYMODELSUGGESTSTHATSEARCHERSNARROWTHEIRALTERNATIVESINNEW,RISKIERSITUATIONSEXISTINGSUPPLIERSORPOTENTIALSUPPLIERSAREPREFERREDWITHINTHEPOOLOFCURRENTSUPPLIERSWEBSTERANDWIND1972WHETHERTHE

27、SEARCHFORNEWVENDORSISEXTENSIVEORNARROW,ITFOLLOWSTHATSEARCHINGAMONGMULTIPLEPOTENTIALVENDORSWILLBELESSCOSTLYIFTHOSEPOTENTIALVENDORSARELOCATEDWITHINACLUSTERFURTHER,LOCATIONWITHINACLUSTERMAYPOSITIVELYINFLUENCEPERCEPTIONSOFCREDIBILITYTHELITERATUREONINTERNATIONALMARKETINGANDIMPORTMANAGEMENTALSOCONTAINSSEV

28、ERALSYSTEMATICFRAMEWORKSFOROVERSEASVENDOR/MARKETSEARCHPROCEDURESLIANG1995INFORMATIONISTHEKEYINGREDIENTINIDENTIFYINGGOODTRADINGPARTNERSINFOREIGNMARKETSJOHANSONANDVAHLNE1977SLETTEN1994HOWEVER,EMPIRICALSTUDIESSHOWTHATTHESEARCHAPPROACHADOPTEDBYBUSINESSEXECUTIVESISMOREOFTENADHOCORNONSYSTEMATICPAPDOPOULOS

29、ANDDENIS1988BILKEY1978INFORMATIONSEARCHOFTENINVOLVESUNCERTAINTYREID1984ANDRANDOMMETHODSSUCHASTRAWLINGTHEINFORMALSOCIALNETWORKSOFEXISTINGSUPPLIERSSIMON1974,CONDUCTINGSEARCHESWITHINPREESTABLISHEDVENDORLOCATIONSLIANG1995ORSIMPLYFOLLOWINGOTHERSINTOCURRENTLYFASHIONABLEREGIONSLEVINTHALANDMARCH81981THISADH

30、OCAPPROACHTOSELECTINGFUTURETRADINGPARTNERSSUGGESTSTHATLOCATINGAFIRMWITHINANESTABLISHEDANDRECOGNIZEDCLUSTERMAYPUTTHEFIRMDIRECTLYINTHESEARCHPATHOFOTHERSANDHELPDEVELOPNEWMARKETSFORTHATFIRMCONSEQUENTTOTHEDISCOVERYEXTERNALITYISTHEIDEATHATLOCATIONWITHINACLUSTEROFFIRMSKNOWNFORTHEIRPARTICULAREXPERTISEINAMAN

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33、TING,CREDIBLE,PRODUCTIONLOCALITYCLUSTERTHISASSOCIATIONWITHANALREADYCREDIBLECLUSTERMAYENHANCETHEFIRMSREPUTATION,WHICH,INTURN,MAYREDUCEBUYERSEARCHCOSTSTHECLUSTERCONCEPTMAYALSOPROVIDETHEOPPORTUNITYTOEXTENDCOUNTRYOFORIGINBENEFITSMANYSTUDIESINDICATETHATNATIONALORIGINISANIMPORTANTELEMENTINPURCHASEDECISION

34、SSOMEPRODUCTSMAYBEEVALUATEDMOREPOSITIVELYBECAUSEOFWHERETHEYCOMEFROMANDTHEREPUTATIONOFTHATLOCATION,ESPECIALLYINTHEABSENCEOFOTHERINFORMATIONALCUESNISS1996THISCANHAVESIGNIFICANTIMPLICATIONSFORFIRMSTHATCOMEFROMLOCATIONSWITHSTRONGIMAGESABROADUSINGTHEINTERNATIONALPROFILEOFAREGIONASAPOSITIONINGTOOLMAYPROVETOBEANEFFECTIVESTRATEGYFORFIRMSININTERNATIONALMARKETINGTHUS,THELOCATIONOFORIGINMAYBECOMEMORESIGNIFICANTTHANCOUNTRYOFORIGIN