The Research Of Target Market Evaluation And Entry Mode Selection Of International Engineering Contract For China’s Construction Enterprises Under The Belt And Road

On 28^th March,2015,the State issued the“Vision and Proposed Actions Outlined on Jointly Building Silk Road Economic Belt and 21st-Century Maritime Silk Road”,which means that the construction of the“Belt and Road”Initiative has entered into an all-round implementation stage.The proposal of the“Belt and Road”Initiative has received extensive attention from the international community,including 65 countries or regions along the route in Asia,Europe and Africa.The priority development field of“Belt and Road”is infrastructure construction,which will open up a new market for“Going Global”for China’s construction industry.Therefore,China’s international engineering contract enterprises will also usher in a new historical opportunity and climax for the construction along the“Belt and Road”Countries.There are many countries along the“Belt and Road”Route,and China’s construction enterprises need to consider various complex factors when facing target market selection.Accordingly,enterprises need to focus on thinking that how to adapt to the international engineering market environment along the“Belt and Road”Route and choose the right market entry mode to carry out international engineering contract.This paper firstly collates and reviews the existing literature on the“Belt and Road”,international project contract,target market evaluation and entry mode,and will sort out the development overview,advantages and disadvantages of China’s international engineering contract based on that,as well as systematically studies the target market evaluation and entry mode.Secondly,this paper establishes a market evaluation index system for international engineering contract along the“Belt and Road”Route,using the analytic hierarchy process and fuzzy evaluation methods,to categorize the target market into four levels of“excellent,good,medium,and poor”in a quantitative manner.Thirdly,based on the relevant theory of market entry mode,the paper proposes a corresponding entry mode for the target market,namely long-term entry and short-term entry,and gives them actual explanations.Finally,according to the research content,combined with the current situation of China’s international engineering contract development and the actual situation of the countries under the“Belt and Road”,it proposes supporting measures for China’s construction enterprises to further expand the international engineering contract market.The evaluation index and index system weight constructed in this paper are basically consistent with the research results,which are scientific,practical and operable.It has a high reference value for decision-making for China’s construction enterprises,especially the construction enterprises in Chongqing,and is of great theoretical and economic significance from the perspective of serving local economic development.