| The choice of International market entry mode is the key to the success of enterprise internationalization operation. In recent years, the online gaming industry as an emerging industry, has got rapid development, and more and more online game enterprises go abroad and participate in international competition. Therefore, the online game enterprises have to choose what kind of mode to enter the international market for the international operation. The purpose of this study is to investigate whether the company’s strength and the host country market characteristics and how to influence China’s online game enterprises on international market entry mode choice and international operation performance.This paper, on the basis of existing scholar’s research, combining the developmental status of China’s online game enterprises internationalization management, summarizes the main factors which influence the international market entry mode choice of the online game enterprises. They are the company’s strength and the host country market factors. Company strength includes innovation ability, management level and the fund scale; the host country market factors include the host country market risk, and the size and culture of the host country market. In addition, the enterprise performance as a measure of enterprise internationalization management state, is also what the Chinese enterprises must pay attention to. Existing literature study shows that the enterprise performance is not only influenced by the choice of international market entry mode, but also affected by these factors. Therefore, this article will analyze the two factors on how to affect international market entry mode selection and enterprise performance, and then put forward the corresponding research hypothesis.Then, by analyzing the results of some cases (Tencent、Perfect World and Shanda), this paper verifies the validity of the research hypothesis. This article verifies the following six hypotheses:(1) Enterprises with comprehensive strength are more likely to choose foreign direct investment mode; (2) Enterprises with technical advantages are more likely to choose the export mode; (3) Enterprise with financial advantage are more likely to choose merger mode; (4) The stronger the enterprises are, the faster the performance of the enterprises grows; Conversely, the performance grows slower;(5) The better the development of the host country market is, the lower the risk of foreign direct investment mode is, and the performance of the enterprises is better; The smaller the size of the host market is, the higher the risk is, and the authorized agent can better improve the performance; (6) The cultural factor of host market has impact on the internationalization management performance of online game enterprises, the company’s products have the cultural characteristics of the host country market, it will be increase the international business performance.Finally, in order to improve enterprise performance, the article puts forward two suggestions for the online game enterprises internationalization strategy of how to choose reasonable entry mode. (1) The enterprises should consider comprehensive factors and choose the appropriate international market entry mode; (2) The enterprises should pay attention to the management in later periods, and create the best products in the online gaming industry. |
PDF Full Text Request