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市场进入战略的商务管理论文

时间:2014-12-10 09:13来源:www.ukthesis.org 作者:英国论文网 点击联系客服: 客服:Damien
进入方式是当一家公司进入新市场所制定的一种基本的决策,因为不假思索的进入市场这一选择约束了公司的生产与销售战略。随着经济全球化的发展,大多数的跨国公司都把目光集中于新兴市场,比如巴西,中国和印度。这一做法的主要原因是新兴市场有着能够形成高利润和投资机会的潜力。新兴经济体的主要吸引力就是其对于生活消费品的需求量正快速的增加,并且有着很高的经济增长速度。这些新兴市场国家对于外商直接投资也有着更大的吸引力。因此,全球大多数的跨国企业都试图进入新兴经济体的国内市场,从当地较低的生产成本中获取好处。所以,跨国公司一直以来都设法发展不同的战略和新的业务来完成他们的期望。

由于产业结构,体系和宏观经济的不断变化,新兴经济通常都十分的不稳定。这种不稳定性为有灵活战略来应对变化和抓住新商机的跨国公司提供了巨大的竞争优势(迈耶,克劳斯,特伦,2006)。作出正确的市场进入战略将会影响到跨国公司的表现以及其他的市场战略。因此,企业将会一直选择正确的进入战略来帮助实现其目标。

The mode of entry is a fundamental decision a firm makes when it enters a new market because the choice of entry automatically constrains the production and marketing strategy of the firm. With the globalization of economies most of the MNC’s (Multinational companies) are focuses on entering in to large emerging markets like Brazil, China and India. The major reason for this is emerging markets have the potential of generate high profitable businesses and investment opportunities. The major attraction of emerging economies is their rapidly increasing demand for consumer goods and the high economic growth. Also these countries are more attractive to FDI (Foreign direct investments). So that most of MNC’s are in the world attempt to access the domestic markets and to take the advantage of the low local cost of production in the emerging markets. Therefore MNC’s always try to develop different strategies and new business models to fulfil their expectations.

Emerging economies are normally highly unstable due to the regular changes in industry structure, institutions and macro-economy. This instability provides a huge competitive advantage to the MNC’s with the tactical flexibility to face the changes and grip new business opportunities (Meyer, Klaus E. & Tran, Yen Thi Thu 2006). Making the correct entry strategy will impact the MNC’s performance and the other marketing strategies as well. Therefore firms will always try to choose the correct entry strategy which helps to achieve their objectives.

Factors affecting the mode of entry

There are several internal and external factors will affect when choosing an entry mode to the emerging markets. These factors are as follows.(责任编辑:wangjiazhang18)


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