中小企业国外市场进入模式研究

【作者】 孔新川；

【导师】 蔡宁；

【作者基本信息】 浙江大学 ， 国民经济学， 2002， 硕士

【摘要】 文章重点对中小企业进入国外市场的模式选择、模式演化和创新进行了分析。根据成本收益方法，不同的进入模式给企业带来的净收益不同。在静态情况下，企业只需要根据净现值最大化原则做出选择。然而，随着中小企业在国际化进程中获取的市场知识的增多，企业的战略将会发生变化。当原有的市场进入模式不能满足企业的发展需要时，新的模式就会代替原有模式。通过一个典型案例，文章分析了这种演化的趋势。在国际化进程中，单个中小企业所拥有的有限资源制约了企业的国际化经营。通过专业市场，单个中小企业所具备的优势资源被整合起来，从而使专业市场具备单个企业所不具备的优势。通过专业市场的国际化带动单个中小企业的国际化；反过来，单个中小企业的成长又促进了专业市场的进一步成长。文章最后分析了这种国外市场进入模式的创新及其发展趋势。 论文的具体结构和内容如下： 第一章引言主要阐述论文的研究背景和研究思路以及论文主要构成部分，并对几个概念进行界定。 第二章主要对以有的能够用以解释中小企业国际化的一些理论进行回顾，以求对理论的发展现状有一个客观了解。首先对企业国际化的主流理论进行评述，主要是阶段理论和相互作用理论；其次，对发展中国家跨国公司对外投资理论进行回顾；最后评述市场进入模式选择理论，对各个理论的主要内容及其特点进行了分析。 第三章根据影响目标市场选择的因素提出中小企业市场选择模型。但是目标市场选择理论都假设决策者拥有足够的决策能力和充分的信息，对于中小企业的决策者来说，并不一定具备这个条件。因此中小企业通过客户来确定目标市场，而不是通过战略决策可能更具有现实性。据此，文章通过案例分析了以出口为主的中小企业如何选择国外市场交易对象的过程。 第四章分析了国外市场进入模式所具备的内在特性以及进入模式的选择的影响要素，并根据成本收益方法分析市场进入模式选择的顺序。 第五章分析中小企业国外市场进入模式演化。随着企业国际化的逐渐深入，企业投入的资源越来越多，所获取的国外市场知识也越来越多，企业所面临的内、外部环境都会发生变化从而市场进入模式必然会发生演变，因此企业的进入模式也会发生变化，本章对这种变化趋势进行了分析并运用案例加以说明。 第六章讨论了中小企业国外市场进入模式的创新。在国际化初期，中小企业和大型跨国企业从规模到自身竞争力再到所面临的外部环境都不一样。因此，中小企业的国际市场进入模式——一种制度安排就可能不同于大型跨国公司的市场进入模式。本章通过案例分析了这种制度创新产生的背景，以及新模式所具备的内在优势。 第七章根据前几章的分析得出结论，在中小企业自身资源有限的前提下，以专业市场的国际化带动中小企业国际化是中小企业进入国际市场的一种可行方式，最后提出论文的缺陷和进一步研究方向。更多还原

【Abstract】 This thesis focuses on the foreign entry mode selection, mode evolution and innovation of small and medium-sized enterprises. According to cost-benefit analysis method, different entry mode brings different net revenue for the enterprises. Thus, in the static state, the enterprises only need to select the entry mode based on the NPV. However, with more foreign market knowledge and experience, the enterprises will change their strategy. When the original entry mode can not satisfy the enterprises’ development, new entry mode will take the place of the original entry mode. Through a typical case, this thesis analyzes the changing trend. During the internationalization, the limited resource of an individual SME restrict its international operation. However, the SMEs can be combined into a specialized market, thus the specialized market integrate the advantageous resource of each individual SME, therefore it possess some internal advantage which the individual SME doesn’t possess. The internationalization of the specialized market pushes the internationalization of the individual SME, in turn speed its own growing. In the end, this thesis analyzes the innovation of the foreign entry mode and its developing trend.The frame and corresponding contents are as follows:Chapter One introduces the research background, research route and the main contents of this thesis, then defines three concepts: internationalization, SMEs and entry mode.Chapter Two firstly reviews the main theory of internationalization: Stage Theory and Interaction Theory. Secondly, this chapter reviews the multinational enterprises theory of developing country. Lastly, the chapter reviews the market entry mode selection theory.Chapter Three provides the market selection model according to the factors which influence the market selection. The market selection theory assumes that the decision makers own enough decision making ability and sufficient information, however, this is not true for the decision makers of SMEs. So it is better to select market after confirm client but not the other way round. A case study shows how a company focusing on export selects transaction partner in foreign market.Chapter Four analyzes the internal characteristics of the entry mode and the factors which influence the foreign market entry mode. Also this chapter analyzes the selection order of the entry mode according to the cost-revenue method.Chapter Five analyzes the entry mode combination and evolution. With more resource commitment and more foreign market knowledge, the internal and external environment will change, thus the entry mode will change accordingly. This chapter discusses the changing trends.Chapter Six discusses the entry mode innovation. As a beginner to foreign market,SMEs differ from multinational enterprises from size to internal competence to external environment, so the foreign market entry mode of SMEs differ from those of MNEs. This chapter analyzes the mode innovation background and the internal advantage of the new mode.Chapter Seven draws a conclusion that since the SMEs own limited resource, the way in which SMEs internalize through the internationalization of the specialized market is practical. In the end, this chapter points out the flaw of the article and the further research direction.更多还原