中国企业国际市场进入模式研究

0012004512AbstractWiththeglobaleconomyintegration,Chinesefirmsneedtojointheworldeconomicsystem.TheinternalizationofChinesefirmsismoreandmoreimportantandnecessary.Thereissomeresearchonmultinationalcompanies’directinvestmenttoChina,butlittleabouthowourfirmsmanagedoverseasinthepast.Soitisimportantforustoanalyzeouroverseasfirms’internalizationroteandstrategy.ThisdissertationaimsattheinternalizationofChinesefirmsandwithparticularattentionatforeignmarketentrymode.Thisdissertationhasfivechapters.Chapter1isthetheorysummary.Entrymodereferstothemethodhowafirmtransfersitsproduct,technology,personnel,managementexperienceandotherresourcestoforeignmarket.Therearemanyformsavailable:exporting,contractualagreementsuchaslicensingorfranchisingandinvesting.Investmentincludeofgreen-fieldentryoracquisition;jointventuresandinternationalstrategicalliance.Chapter2analyzestheforeignmarketentryactualityofChinesefirmsanditsreason.NowmanyofChinesefirmsareenteringforeignmarketbyexportforthemostreasontoreducerisks,andmoreandmorefirmsarebegintoinvestbyequitytoacquiremorecontrol.Butlicensingorfranchisingisnotverypopular.Chapter3summariesthefivetypicalmodeswhichChinesefirmsusedmostpopularwhentheyentryforeignmarket.TheyareOEM(OriginalEquipmentManufacturer)thenexport,cooperatewithforeigndistributor,acquisitionforeignmarketingchannel,internationalstrategicallianceandoverseasmanufacturing.Toeachmodetheauthorgivesanexampleandanalyzesitsadvantagesanddisadvantages.Chapter4theauthorfirstanalyzesthefactorsthatfirmsshouldconsiderinmarketentrymodedecision:internalizationstrategy,overseasmanagingexperience,firm’sadvantagesanditsresources.Andonthebasisofthesefactorstheauthorgivessomesuggestionstotheentrymodeselection.TheOEMmodefitsforfirmwhohasproductionadvantagesbutlittleresourcesforforeignmarketingpromotionandlackofoverseasmanagingexperiences.Whenfirmwantstoentrytheforeignmarket,butknowslittleaboutthemarketandlacksofinternationalmarketingexperiences,itcanoperatewiththeforeigndistributor.Whenfirmwantstoentrytoforeignmarketrapidlyandhasabundantresources,acquisitionanexistingfirmandacquireitsmarketingchannelisverysuitable.Whenfirmhasuniqueadvantageswhichcanattractforeignfirmtoexchangeresourcescanuseinternationalstrategicalliance.Finally,overseasmanufacturingrequiresthefirmnotonlyhaveabundantresourcesbutalsomanagementcapabilityandriskcontrolcapability.KeyWords:InternationalizationoffirmsForeignmarketentrymodeOriginalEquipmentManufacturerAcquisitionInternationalStrategicAlliance3...................................................................................................................................................4..............................................................................................7..............................................................................7........................................................................11........................................................................13....................................................................................16....................................................................................................16....................................................................................................19....................................................................................................23............................................................................25............................................................................................................26............................................................................................29............................................................................................31............................................................................................................34....................................................................................................36............................................................................38................................................38............................................................41.............................................................................................................................................44.................................................................................................................................................45..........................................................................................................................464Internationalizationoffirms3020702003124652775041.71FDI20026960137.893.4200351020.872003112(Root,1994)20012002200220032003112Root,F.(1994)“Arelationshipmarketingapproach”,PaperpresentedattheAIBConference,Banff,September,pp.26-29.2001411-1820021-23320021-4320031-4520031-646342312372060(Root,1994)Root(1994),Hill,Hwang,Kim(1990)Woodcock,Beamish,Makino(1994)1-11Root,Franklin,R.,“Arelationshipmarketingapproach.”,Paperpresentedatthe