基于国家间关系的企业跨国市场进入战略研究

Study on Marketing Entry Strategy of Multinational Enterprises Based on International Relationships

探讨国家间关系和企业跨国市场进入战略两者间的相互作用机制,分析在国家间关系下如何展开企业的跨国市场进入战略。综述有关市场进入战略,特别是国家间关系下企业跨国市场进入战略的国内外相关研究情况,分析国家间关系和企业跨国市场进入战略间的相互作用的重要因素,运用变量分析方法构建国家间关系下市场进入战略的决策分析模型。同时以中国跨国公司近30年的发展为背景,进一步分析中国跨国公司的市场进入战略在应对国家间关系中的得失和缘由,提出中国跨国公司在市场进入战略领域应对国家间关系的建议和思考。

This paper aims to study the relationship system between marketing entry strategy of muhinational enterprises and international relationships, and to describe how the international relationships have influences on marketing entry strategy of multinational enterprises, The paper summarizes the research on marketing entry strategy, especially among international relationship, and studies key factors of these two parts. Based on these, the paper figures out an analysis model through variables analysis, which can describe how these two parts influence on each other. Furthermore, based on the context of Chinese multinational enterprises on marketing entry strategy in recent 30 years, the paper analyses the causes, benefits and disadvantages for Chinese multinational enterprises coping with the international relationships, Finally this paper proposes some constructive suggestions for Chinese multinational enterprises on how to cope with internationalships by workable marketing entry strategy.