中国企业跨国经营中母国形象劣势的应对策略研究

Strategies for Reducing Liability of Home Country Image in the Transnational Operations of Chinese Enterprises

中国企业到海外投资经营已经成为一种发展趋势,但中国企业跨国经营中因母国形象不佳而遭遇当地消费者抵制、供应商歧视的情况也非常普遍。母国形象劣势问题的普遍存在,明显地阻碍了中国企业国际营销活动顺利进行。以制度理论和资源基础理论为基础,从创新能力、国际化经验、本土化程度、市场进入模式和品牌认知程度等方面分析中国企业跨国经营中产生母国形象劣势的原因,提出中国跨国企业可以从提升企业自主创新能力、积累国际化经验、强化海外子公司本土化程度、采用合适的市场进入方式、弱化品牌来源国信息等方面改善母国形象劣势。

Investing in overseas business has become a development trend for Chinese companies, but in the＇international operations, the liability of China＇s image makes enterprises be boycotted by local consumers and discriminated by suppliers, which obviously hinders the international marketing activities of Chinese enterprises. Analyzing the reasons on the basis of system theory and resource-based theory, from the aspects of innovation ability, international experience, the degree of localization, market entry mode and brand awareness, the re- searchers put forward that China＇s multinational companies should improve the independent innovation ability, accumulate international experience, strengthen the localization degree of overseas subsidiaries, use appropriate market entry modes, and weaken the information on brand of origin to reduce the liability of home country image.