Empirical Study On Factors Of Overseas Market Entry Modes Selection Of Fujian Enterprises

International entry mode selection is one of the key points which must be considered in the process of internationalization of TNCs (transnational corporations). As the main part of the Western Strait Economic Zone and the emerging economies for docking Taiwan, Fujian Province is a focal point on the international arena, therefore, the entry mode selection of seizing overseas market has became one of the decision-makings which must be considered by Fujian enterprises. The choice of entry mode for TNCs is a strategic issue, by which mode and when to enter overseas market, may influence or determine the level of venture, cost, and the benefit that TNCs will meet in the future. Therefore, in order to provide some thoughtful advices or guidance to Fujian enterprises, the paper took the determinants which may influence the choice of overseas entry mode for research.Based on the analysis of related literature and international status of Fujian enterprises, the paper took enterprises which had transnational business as the research objects, made an influencing factor research model for foreign market entry mode choice of Fujian enterprises. The model took four dimensions into account:the specific advantages of enterprise, the host culture/economic factor, entrepreneurial characteristic and international strategy-oriented. Furthermore, took international strategy-oriented as a modulation variable to discuss the modulation effect to the relationship between other influencing factors and the overseas entry mode selection. In addition, overseas entry mode mainly including investment and export; specific advantages of enterprise including enterprise scale, product uniqueness, international experience and proprietary technology value; host culture/economic factor including cultural differences, market capacity and investment risk; entrepreneur characteristic including international attitude, entrepreneurial international experience and entrepreneurial risk preference. For empirical research, the paper used questionnaire to accumulate data which finished by international Fujian enterprises'executives or employee who direct engaged in the overseas business. Through various channels, we gained181valid questionnaires totally. As to research method, the paper mainly used SPSS17.0statistical software, including descriptive statistics analysis, One-Way ANOVA and binary logistic. The main conclusions included:Firstly, enterprise scale, product uniqueness, proprietary technology value, cultural differences and international strategy-oriented have positive effect to Fujian enterprises choosing investment mode to enter overseas markets, while the risk preference and investment risk have reverse effect; Secondly, when the investment risk has been settled, the international strategic-oriented have a positive impact on the enterprise choosing investment mode; Thirdly, the enterprises which face the different overseas markets or in the different industries, their choices in the overseas market entry mode will be different.