Research On Global Market Particiption Strategy For Professional Service Firms Based On Network Relationship

Along with the global economy integration process, the knowledge economy and information industry manifests their huge roles in economic development. Since the 1990s,the knowledge-based industries in developed countries,especially the professional service firms(PSFs) began active and dominated quickly in the global market with the unprecedented scale.Which shows that by electronic network technology knowledge products may reproduct lowcostly and get reward progressively in the era of knowledge economy,and realized the change of economic growth mode.The rapid domination cannot be realized by other business,neither explained by the traditional theories.Our high-speed developing economy is an important market for the PSFs in developed countries. Our PSFs are facing huge pressure from the global market, also faces international cooperation opportunity to acquire advanced experience.Because most PSFs belong to the knowledge intensive also belong to the labor-intensive, enterprises need to hire a lot fo high-quality staff. So, it is our starting point to research the strategic advantage of PSFs from developed countries to participate the global market.Finally we get to explore our PSFs how to display own,superiority to participate in the global market as soon as possible to acquire advanced technology, knowledge and experience in the current economic and technological conditions.To.make a general survey of internationalization theory, We found the external resources became more and more valuble in internationalization theory. In the early stage, internalization theory based on Transaction Costs Theory underlind Cost and benefit tradeoff when chosing the entry mode.The Uppsala theory based on the Resource-Based Theory underlind the resourse owned by the enterprise and finding other resource to match and improve by cooperation when chosing the entry mode.then the AAR mode proposed by American IMP stressed the enterprises should exploited the chance consisting in their network relation.We believe that these theories have certain referential meaning for studying the professional service globalization, for example,enterprise ability, market factors and global strategy have important influence on enterprise of globalization,but the influence is not crucial.The most important factors are all kinds of relation around the global market.But why and how these factors influence the enterprises strategy cannot be resolved by these theories and be turned into this research development and innovation.The basic route of this research is followed:Based on the classical literature at home and abroad and reviewing more than ten high leaders in professional services organazations, the study constructs the theoretical model. and referring to the classical methods in literature and amending a few times according to the experts we get the relative rigorous scientific demonstration design scheme.and eventually determine investigation sample 356.During more than three months, we visited, telephoned and sent the high leaders in PSFs E-mail, as well as referring the recycling data to screen out 203 questionnaires. We use the Software SPSS 13.0 to give descriptive statistics information analysis,and the reliability test and validity test of the model, and the Logistic regression, the result is verified mostly accord with theoretical assumptions. Then, we adds the moderator variables to equation respectively to test the modulatory effect by hierarchy regression. Results show that such as the international experience, the market for enterprise market location factors are not obvious adjustment function, and potential market, the enterprise specialized assets, its government policy factors are obvious adjustment function.The article is made up of seven parts:the first is about the research background, significance and theoretical innovation;the second is the definition;the third is literature review;the fourth is the conceptual model and theoretical propositions;the fifth is empirical design scheme including sample selection, data collection, scale constructed and statistics methods;the sixth is analyticalstudy;the seventh is the theoretical and management contributions and the problems and future research direction on the analysis of test results on the basis of the discussion.Anyhow, by learning and reference to the traditional internationalization theory, we have linked closely the new features and new trend of internationalization under the condition of globalization and electronic technology to develop the internationalization theory. at the same time,we get the following enlightenments:First, social capital is believed to be the crucial factor for PSFs survival and the development. the enterprise networks bearing enterprise social capital not only bring valuable information and the value of the enterprise, at the same time, the relationship between the external network can constitute the competitive advantage of enterprises. Social capital is stratified, there are capital from customers, the entrepreneur's friends, relatives, family relationship; there are capital from investment partners and the venture capital; and also there are capital from government departments. the efforts for these relation are different, the rewards are also different. Therefore, the enterprise may select their appropriate investment to develop their own social capital according to their development strategy.Second, the enterprise competence and clear global strategy are still important for PSFs to participate in the global market. Enterprise's ability in PSFs include special skills in the specific problems in the global market arid customer retention capacity, selecting a potential market is very useful for enterprise's international cooperation and drawing direct investment. In addition, the supportive policies from their goverment play a tremendous role for domestic enterprises through international cooperation.