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论文编号：	10195
作者编号：	2120152832
上传时间：	2018/6/11 15:15:41
中文题目：	T公司国际市场进入战略研究
英文题目：	A Case Study on Entry Strategies for International Markets of Company T
指导老师：	薛红志
中文关键字：	天生国际化；市场进入战略；国际化战略
英文关键字：	born blobals; market entry strategy; internationalization strategy
中文摘要：	随着经济全球化的深入发展、互联网信息科技的不断进步以及物流和交通效率的大幅提升，一些具有创新精神的初创企业从成立之初就将产品和服务提供给海外市场，并且不断开拓国际市场，成为“天生国际化企业”。进入二十一世纪以来，中国企业“走出去”的步伐越来越快，国际化规模越来越大，国际化层次不断加深。在这一过程中，绝大多数企业并没有科学系统的市场进入战略的决策机制，在国际市场进入模式的选择上存在着较大的盲目性。基于这样的背景，本文着眼于中国的天生国际化企业的发展，从宏观环境、企业微观能力和国内外市场环境互动的角度，结合案例分析，探讨其国际市场进入战略的选择和执行路径。 本文以中国典型的天生国际化企业T公司作为研究对象，讨论及分析了它的国际市场进入战略选择和执行路径。本文在对国际化理论和天生国际化理论进行了系统梳理后，对T公司的创立、发展历程与现状进行了介绍。在分析T公司面临的环境时，从天生国际化公司的母国（中国）环境、东道国环境和企业自身环境进行了详细的比较和分析，厘清了T公司所处的环境情况和自身能力。由于中国经济的发展、中产阶级的兴起、新技术的不断演进和中国消费者消费习惯的变迁，中国消费市场已经成为全球最重要的市场之一，并为中国天生国际化公司的海外市场带来机会。在判断海外市场的进入战略时，中国因素成为不可忽视的影响因素。 接着，本文从市场进入战略的两个维度——产品/服务和交易结构的创新对T公司的国际市场进入情况进行了分析。分析认为T公司应该在海外市场执行创新的市场进入战略，而不能简单模仿在位企业。在产品/服务创新方面T公司已经执行的非常充分，不仅创新了产品功能，还通过技术研发填补了某些市场空白；而在交易结构创新方面亟待加强，无论是在海外引入新的合作伙伴、合作伙伴多样化和不同常规的组合方式、还是市场推广方式的新颖性方面都有较大的提升空间。最后，提出了T公司海外市场进入战略实施的保障措施。
英文摘要：	With the development of economic globalization, the continuous progress of the internet information technology and the substantial improvement of the logistics and traffic efficiency, some innovative start-ups provide products and services to the overseas markets at the beginning of their establishment, and continue to develop the international market, becoming "Born Globals". Since entering the twenty-first century, the pace of Chinese enterprises going global has been faster, and the scale of internationalization is bigger, and the level of their internationalization is deepened. During which process, most of the enterprises have no scientific and systematic market entry strategy decision-making mechanism, and there is a greater blindness in the choice of international market entry mode. Based on this background, this paper focuses on the development of China's Born Globals and discusses the choice and implementation path of their international market entry strategies from the perspective of macro environment, micro ability and the interaction between domestic and foreign market environment. This paper, taking the typical Chinese Born Global company T as the research object, discusses and analyzes how it should choose its own international market entry strategies and execution routes. After a systematic review of the theory of Internationalization of Firms and the theory of Born Globals, we introduce the history and status of the establishment and development of company T. When analyzing the environment that T company is facing, we make a detailed comparison and analysis from the environment of the home country of Chinese Born Globals, the environment of the host country and the environment of the enterprise itself, and we clarify the environmental conditions and capabilities of T company. Due to China's economic development, the rise of the middle class, the continuous evolution of innovative technologies and the change of Chinese consumers' consumption habits, China's consumer market has become one of the most important markets in the world, and it also brings opportunities for China's Born Globals of overseas market. In judging the entry strategy of the overseas market, the Chinese factors have become a crucial factor that cannot be ignored. Then, from the two dimensions of market entry strategy-- the innovation of product / service and transaction structure, we analyze the international market entry behavior of company T. The analysis shows that T company should execute innovative market entry strategy in overseas market instead of simply imitating the incumbent company. In terms of product / service innovation, T has implemented very well, not only innovating product functions, but also filling some market gaps through technology research and development. While the innovation of transaction structure needs to be strengthened. There is a significant improvement space for the introduction of new partners abroad, the diversification of partners and the combination of different conventional ways, and the novelty of the way of marketing. At the end of this paper, we put forward the guarantee measures for the execution of T company's market entry strategies.
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