国际工程企业海外市场进入模式选择分析

Selection on Overseas Market Entry Modes of International Engineering Companies

全球经济一体化进程的加快,促使越来越多的工程企业踏出国门以寻求海外发展。选择恰当的目标市场进入模式对国际工程企业在该市场的经营表现具有重要意义。梳理国际工程企业常用的若干种海外市场进入模式,分析各模式的内在属性;从主体、客体和环境三个角度构建国际工程企业海外市场进入模式选择影响框架,对各影响因素进行分析;总结进入模式选择的决策依据;介绍层次分析法在市场进入模式选择决策中的适用性及其应用步骤,并提出一些注意事项。

With the acceleration of global economic integration,more and more engineering companies have gone abroad for overseas development.Choosing an appropriate target market entry mode is important for international engineering companies＇ performance.This paper firstly reviews the commonly used overseas market entry modes by international engineering companies and analyzes intrinsic properties of each mode;it secondly identifies factors that could affect the selection of overseas market entry mode from the perspectives of subject,object and environment,and all these factors together form an influencing factors framework.Selection standards of overseas market entry mode of international engineering companies are then proposed from the viewpoint of value creation and strategy realization,and the AHP method is used as the decision-making method,which has four steps to follow.