A Study On The Impact Of Enterprise Resource On Trans-regional Market Entry Mode Under The View Of Institutional Pressure

Inter-regional market access is a classic strategic issues, the current China’s boomingregional economic integration, many enterprises have to "go out " to seek their own way forfurther development. Business as a collection of resources and capabilities, its ownresource base has become an important factor affecting the continuation of their competitiveadvantage. China under the background of an economy in transition, between differentregional markets and there is a serious market segmentation phenomenon, many companiesare experiencing inter-regional development issues into the mode of choice. Research intothe mode selection so companies have important theoretical and practical significance.Based on the above background, this paper as a trans-regional enterprise market entrymode choice of subjects to be discussed, from a resource-based perspective, theintroduction of the theory of system pressure, to tease out the influence of their ownresource base for the expansion of cross-enterprise motivation, and institutional pressuresfacing businesses across regional markets for companies entering the final mode selectionmechanism of action, combined with case studies give relevant results.Through four typical cross-regional business expansion in comparison of the twocases, we find: Resource-based parent company, decided to expand the motivation ofenterprises. For those who carry out cross-regional expansion of the enterprises, thestronger the resource intensity of the parent company, the more likely motive enterpriseresource use, and vice versa resources tend to open the engine, transferability of resourcesin this process positively regulate effect. When the expansion of the business across theregion have the resources to take advantage of the motivation, commitment of resources ismore likely to take the high, high degree of control way into, and have the resources toopen the engine business, is more likely to take low-resource commitment, low degree ofcontrol way to enter, institutional pressures faced by enterprises play a regulatory role inthis decision-making process.In the Chinese market segmentation scenario, companies across the regional market entry mode choice will not only affect enterprise resource base, but also constrained byexternal institutional environment. Cross-regional business enterprise market entry modelis the basis of its own resources to adapt to the external system pressure on the environment,based on the continuation of their competitiveness and access to consider the legality of thedecision. This will enter the Chinese market enterprises across the region to providetheoretical guidance for the selection mode.