Corporate Websites as a New Marketing Tool for Turkish Exporters

Corporate website is an element that affects an enterprise's internationalization process. Generally, buyers communicate with businesses that they feel close to themselves. Therefore, factors such as language, culture, colour and design in corporate websites are important. The purpose of this study is to explore the internationalization level of corporate websites of exporting companies in Turkey and to determine whether there is any difference between corporate websites of exporters. In this paper, a study was carried out which examines exporters. In the research, corporate websites of businesses were analysed by the content analysis method. Whether or not exporters have differences between corporate websites were determined by cross-tabulation analysis and chi-square test. It has been observed that the level of internationalization of corporate websites of exporting companies in Turkey is insufficient. Furthermore, no significant difference was found between corporate websites of companies that export in traditional sectors and corporate websites of companies that export in non-traditional sectors.企业官网是影响企业国际化进程的重要因素。通常而言，采购方更愿意与自身感知更为亲近的企业开展沟通，因此企业官网的语言、文化适配、色彩搭配与界面设计等要素均至关重要。 本研究旨在探究土耳其出口企业官网的国际化水平，并研判不同出口企业的官网之间是否存在差异。本文以出口企业为研究对象，采用内容分析法对企业官网进行分析；通过交叉表分析与卡方检验，确定了不同出口企业的官网是否存在差异。 研究结果显示，土耳其出口企业官网的国际化水平仍存在明显不足。此外，传统行业出口企业与非传统行业出口企业的官网之间未发现显著差异。