A Study On The Choice Of International Market Entry Mode For China' Enterprise

Marketing internationalization is a basic performance of globalization. With the development of globalization, international market entry mode selection has become an important problem. After China's reform and opening up, especially after China becomes a member of WTO, more and more China's enterprises have begun their multinational marketing operations. International market entry mode selection is the most important decision of enterprise marketing internationalization. In the process of internationalization, enterprise should make proper decisions about the international market, the methods of they enter into market and the speed of internationalization. Therefore, international market entry mode selection has become a very important question of internationalization for China's enterprise and a key question to cultivate China's multinationals. So research on foreign market entry mode selection for China's enterprise is not only significant for China's economic development, but also makes very important contribution for the richness of multinational theory. Therefore, the aim of this dissertation is to discuss and apply the theory of international market entry mode selection for the international market entry mode selection question of enterprises of our country, then to provide theoretical proof to help making policies about transnational operation.The dissertation mainly consists of catalogues and abstracts both in Chinese and English, introduction, text, and reference.The introduction is about the background and significance of the study, content, framework, method and the innovation. The text is divided into five chapters. The first chapter analyses the status quo of international market entry mode selection of our country corporations, which gives the concepts and classifies of international market entry mode selection, then expound the status quo of international market entry mode selection. Chapter two is the theories summarize and literatures review of the dissertation. Chapter three puts forward the analysis frame of international market entry mode selection, which consists of influence factors, selection foundation and difference analysis. Chapter four, by using for reference and improving the predecessors' methods, using a mathematic model to discuss the question of international market entry mode selection, then draws some corresponding conclusions. Chapter five is on the base of foregoing chapters, proposes some feasible policy suggestions about international market entry mode selection for our government and corporation.The major innovations of this dissertation can be summarized as follows:Firstly, by collecting mass domestic and foreign literatures, gives international market entry mode selection a systematic and all-around analysis.Secondly, by using for reference and improving the predecessors' methods, applying a mathematic model to discuss the question of international market entry mode selection, then draws some corresponding conclusions.Thirdly, proposes some systematic and feasible policy suggestions about international market entry mode selection for our government and corporation.