Export Enterprises Factors Influencing The Bargaining Power Of Foreign Buyers

With the progress of the open and reform and the construction of market mechanism, as well as the reform of the foreign trade system, a strong developing trend and a promising vision were shown in China's foreign trade market. However, a series problems cannot be neglected, such as the "the pauperization growth" which describes the phenomenon of high speed growth in volume of export along with the relatively low speed growth in value. The price rising of raw material and the pressure of RMB appreciation force the export firms to face a new game between them and their foreign clients.This paper concerns with the bargaining power between expert firms and their foreign clients. Based on the former researches, this study has divided the barging power into two categories which are Inherent Bargaining Power and Actual Bargaining Power, and is aiming at constructing a theoretic model to analyze the bargaining power between export firms and their clients, and disclose the potential factors that could influence the inherent bargaining as well as the moderating effect of three important factors which were alternative resources, relationship quality and key information recourses in the transformation process from inherent bargaining power into actual bargaining power. In order to conduct empirical analysis towards the predications from the theoretical model, this paper has combined two kinds of empirical methods, the survey method and game experiment.The research results shows that key competitive power and international marketing competition have a significant positive influence on inherent bargaining power; the availability of the alternatives and relationship quality has a significant moderating effect on the transformation of the inherent bargaining power to actual bargaining power. The lower the availability of the alternatives is, the higher the possibility that the actual bargaining power is determined by inherent bargaining power; the higher the relationship quality is, the higher the possibility that the actual bargaining power is determined by inherent bargaining power. The moderating effect of the key information resource is also significant. But the direction of this effect is determined by the characteristics of the players and the results of their former games.