Research On Expanding Domestic Sales Of Export-oriented Enterprises

In the post-financial crisis era,export-oriented enterprises are facing more and more challenges.The Sino-US trade war which started in 2018 and the new crown epidemic in 2020 have made the living conditions of Chinese export-oriented enterprises even more difficult.Demand in the international market has dropped sharply,and trade unilateralism has prevailed.At the same time,China’s demographic dividend is also gradually declining,which also makes the strategic strategic transformation of foreign trade companies from exporting to domestic sales more important and urgent.The country has also introduced a " dual circulation " policy to help export-oriented enterprises achieve domestic sales transformation smoothly.However,we found that different export-oriented companies carry out domestic sales in different levels.During the visit,we also noticed that enterprise resources may be interrelated to the company’s business development of domestic sales in the face of intense domestic competition and high institutional costs.Under the premise that the external environment cannot be changed in the short term,how to use their own resources to build dynamic capabilities to promote domestic sales and thus achieve strategic transformation is a key proposition for export-oriented enterprises.Most of the existing literature research focuses on theoretical motivation,and there are theoretical gaps in internal influence mechanisms,so it has important theoretical and practical research significance.This study is based on the resource-based view and dynamic capability theory,combined with the literature on marketing resources,dynamic capabilities,export-to-domestic sales willingness and their mutual relationships,it is believed that export-oriented enterprises with dynamic capabilities can help them to shift their own static resources from the field of export sales to the field of domestic sales,as well as to rationally combine the existing domestic sales resources,thereby enlarge the proportion of domestic sales activities.Based on on-the-spot interviews and textual qualitative analysis of three export-oriented enterprises,this paper proposes research hypotheses and establishes a theoretical model among the variables of enterprise resources,dynamic capabilities and domestic sales.Based on this,a measurement questionnaire is developed.Then the research conducted sample data from 261 companies,and SPSS 24.0 and AMOS 21.0 were used to process and analyze the questionnaire data to verify the research hypothesis.Based on the hypothesis test results of the theoretical model,the conclusions of this study are finally drawn based on the results,and some suggestions are provided for export-oriented enterprises use their internal resources to promote domestic sales concerned.Combined with theoretical and empirical research,the paper shows that product resources,price resources,sales resources,and channel resources of a company all have a positive impact on its business of domestic sales;dynamic capabilities plays a part of the intermediary role for the influence of some resources on company’s domestic sales,which is mainly reflected in the two dimensions including opportunity perception ability and resource integration ability;the deliberate behavior of the manager plays a positive role in the adjustment of the enterprise from having static resources to conducting dynamic domestic sales.This research builds a bridge among marketing organization resources,dynamic capabilities and corporate domestic sales behavior,expands and deepens related theoretical research simultaneously.The paper further clarifies the corporate resources that export-oriented enterprises need to migrate and rebuild in developing the domestic market.It also made some explorations and thoughts on how to guide consumption upgrades,etc.