跨国公司海外市场的成本优势——基于交易成本和内部化理论的多案例分析

跨国公司在海外市场的进入战略一直是跨国公司理论和实践关注的重要课题。交易成本和内部化理论解释了跨国公司在海外利用代理商与建立销售子公司之间的关系。本文应用交易成本的理论，采用多案例的方法对朗讯、三星和华为三个跨国通讯制造商进行分析。我们重点研究跨国公司在开发海外市场的过程中，其内部化成本与海外市场的开拓能力，以及公司在海外市场的绩效之间的关系。研究表明，跨国公司在海外市场的内部化成本，主要是市场和运营的成本在很大程度上影响了它们的海外战略和绩效。

The Cost Advantage of MNE's Oversea Market - A Multi-case Analysis Based on Transaction Cost and Hierarchy Theory

The issue of how to select the entry strategy in overseas market is a major research topics on MNE theory and application. Transaction cost and hierarchy theory successfully explain the relationship between using distributors and building up its own overseas sales office by MNE. This paper uses transaction cost and hierarchy theory, through a multi-case research on three telecommunication giants -Lucent, Samsung and Huawei, to study the impact of hierarchy cost to their strategy and performance. We focus on the relationship among the cost of marketing and operation, the ability to explore oversea market, and company＇s performance. The study indicates that the hierarchy cost, or the cost marketing and operation in overseas, is an important factor for MNECs overseas strategy and also determines its performance.