国际市场进入模式研究:一种网络的观点

国际市场进入模式是企业国际化进程中最重要的课题之一,与其相关的理论可谓是众说纷纭,但它们都是从单个企业的角度进行研究和分析的。然而,当今全球市场的竞争越来越表现为在企业所处的网络之间而非单个企业之间进行。因此,企业在选择国际市场进入模式时,应该考虑自身与目标国市场所具有的网络的关系类型,并根据企业自身在该网络的关系类型中所处的位置来制定适合的进入战略。

The Study of the Entry Modes into International Markets: A Network Perspective

The international market entry modes study is one of the most important topics in the process of enterprises' internationalization, the theories of which are various but are all studied and analyzed from the viewpoint of a single firm. Today, however, the global market competition is presented by the competition more between the networks than between individual firms. Hence, firms should take the networks between the target market and the firms themselves into consideration when they select entry modes into international markets and then make suitable entry strategies according to the position of the firms in the different types of the networks.