中国企业海外市场进入模式选择研究

Study on Foreign Market Entry Mode Selection of Chinese Enterprises

海外市场进入模式选择是企业国际化战略决策的核心内容。进入模式选择的科学与否.直接影响企业的国际化经营绩效。传统的经济学选择模型都是从"经济效益最大化"角度出发。构筑"成本一收益"分析框架,这对于发达国家跨国公司有一定指导意义;然而对于中国这样的发展中国家,多数企业还处在国际化的初级阶段,它们进入海外市场的动因很大程度上是为了学习先进的技术和管理经验.企业的进入模式选择必须考虑特定战略动因的实现。针对中国企业的实际情况,本文构造了一个分层次树型选择模型和动态的多目标进入模式决策模型.以期对中国企业的海外市场进入模式选择有所启示。

Foreign market entry mode selection is the core content of enterprises＇ strategic decision on internationalization. Whether entry mode selection is scientific influences enterprises＇ performance of international operation directly. Traditional selection models of economics paradigm are all from the perspective of ＂maximizing economic benefits＂ to build the cost-benefit analysis framework, which can be a guide to the multinationals from developed countries. Whereas in developing countries such as China, most enterprises are in the early stage of internationalization, and they enter foreign markets in order to learn advanced technology and management experience in most cases. In this instance, the enterprises must consider the fulfillment of their strategic goal when they make the entry mode selection. In accordance with Chinese firms＇ actual situation, this article attempts to construct a hierarchical tree selection model and a dynamic multi-object decision-making model, with expect to inspire Chinese firms when they make their foreign market entry mode selection.