2.3.1直接出口与间接出口-Direct exporting vs indirect exporting
知识点：
- Direct exporting（直接出口）
- Indirect exporting（间接出口）
直接出口-Direct exporting
Direct exporting is when a company sells directly to the end user. If you have ever personally purchased something on eBay from an overseas seller, then the seller has engaged in direct exporting to you.
优势-Advantages include:
• 对整个出口过程进行更多控制-more control over the whole export process;
• 潜在的更高利润-potentially higher profits;
• 与海外客户建立更紧密的关系-closer relationships with its overseas customers; and possibly
• 协同营销工作-collaborative marketing efforts.
劣势-Disadvantages include:
• 更多的时间投资-greater time investment; and
• 需要雇用更多具有专业经验的员工-the need to employ more staff with specialist experience.
间接出口-Indirect exporting
Indirect exporting is where the company engages the services of an intermediary that specialises in finding foreign markets and buyers for its products.
优势-Advantages
较低的出口风险和复杂度。-The main advantage for the seller in adopting this approach is that it provides a route to entering an overseas market without the risks and complexities of direct exporting. The intermediary will provide all of the export services.
劣势-Disadvantages
丧失对产品市场控制力，潜在成本增加。-The main disadvantage is that control is lost over how the goods are sold and marketed as well as the potential cost incurred. However, this must be weighed against the number of potential new sales
that the intermediary has generated. An intermediary will also charge a fee or commission. This will have an impact on the profitability of the transaction.**中介费增加成本**
关键考虑因素-Key factors to consider
The factors that will influence a company’s decision to export directly or indirectly include:
• 公司的规模-the size of the firm;
• 公司内部可用于国际营销工作的资源水平-the level of resources available within the company to devote to its international marketing effort;
• 所售产品的性质-the nature of the product being sold;
• 以前在出口方面的任何经验或专业知识-any previous experience or expertise in exporting;
• 选定海外市场的一般情况-general conditions in the selected overseas market.
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