【摘要】 在文化差异理论与文化折扣理论的基础上,通过实证研究分析了文化差异等因素对于中国传媒集团目标市场选择的影响,研究表明:不同于国外已有的研究,文化距离与国际化目标市场选择正相关;目标国的GDP与之正相关;地理距离与之负相关;而目标国的商业环境影响并不显著。结合中国传媒集团国际化现状,探索了中国传媒集团国际化目标市场选择的影响因素,然后从决策者角度出发,利用决策过程方法(DMP)构建了中国传媒集团国际化目标市场选择动态决策模型,提高了传媒集团国际化目标市场选择决策的科学性,进一步丰富了中国传媒集团国际化目标市场选择的相关理论。更多还原

【Abstract】 Based on the analysis of culture difference and culture discount theory,the paper analyzes the culture difference influence on the international market selection of Chinese Media Groups through empirical research.The results are: culture difference and GDP have positive effects on market selection,and geographic distance is negative,BERI(Business Environment Risk Intelligence) is ambiguous.After analyzing the influence factors of market selection combine with its international situation,we build the market dynamic selection model using DMP method,which will help to make decision for Chinese media groups.更多还原