中国饭店集团跨国经营市场进入策略研究

The Study on Market Entry Strategies of Chinese Hotel Multinationals

饭店集团开展跨国经营时,其市场进入策略的选择至关重要,是其能否在目的地国成功经营的关键之一。在对国内外相关文献研究进行综述的基础上,对饭店集团跨国经营不同市场进入方式进行了动态分析。构建了中国饭店集团跨国经营市场进入方式模糊综合决策模型,并对中国饭店集团跨国机构应市场进入方式的部分影响因素进行了定性分析。结果显示,中国饭店集团具有一定的后发优势,但目前正处于国际经验非常缺乏的阶段,在跨国经营的初级阶段宜采用低控制度的进入方式,慎重选择东道国合作伙伴,注重在合作过程中吸取国际化经验。

Market entry strategy is vitla to hotel multinationals, a key to success. Based on the study of relevant literatures, the paper analyses the entry mode dynamically. After contructing a fuzzy integrated decision model and a qualitative analysis on some influencing factors, the result shows China＇s hotel multinations have late-mover advantages, but lack of international experience, at the initial stage of market entry, low shareholding is recommended, host partner should be carefully chosen, internationalized experience should be assimilated.