创业型企业市场进入模式研究

Research on market entry mode of entrepreneurial firms

面对资源约束的困境,创业型企业选择合适的市场进入模式对开拓新市场至关重要。基于资源拼凑的理论视角,以四家独角兽企业为研究对象,采用多案例分析方法探究创业型企业市场进入模式。研究发现:第一,创业型企业资源水平越高,采取的拼凑方式越稳定,面临的经营风险越低,更倾向于选择股权涉入程度高的市场进入模式;第二,随着企业成长的延续,创业型企业面临经营风险不断升高,更倾向于选择股权涉入程度低的市场进入模式;第三,创业型企业所处行业实体化程度越高,采取的拼凑方式越稳定,面临的经营风险越低,更倾向于选择股权涉入程度高的市场进入模式。

For new ventures under resource constrained, choosing an appropriate market entry mode is the key for them to entry market, but there not enough relevant literature to explore it. Based on the perspective of bricolage, this paper takes four fast-growing "unicorns" as the research object and uses multiple case studies to explore the process and internal rules of the market entry mode of entrepreneurial firms. The research results show that enterprises will choose different market entry modes in the context of different bricolage methods, the way of bricolage will change with the development of the enterprise The more resources available within the enterprise and the higher the degree of substantiation in the industry, the more stable bricolage method they have, the lower the risk of operation they meet, and the more stable the entry mode they choose.