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论文编号：	113
作者编号：	2120051939
上传时间：	2007/6/22 12:25:06
中文题目：	基于网络的服务企业国际市场进入
英文题目：	The Research of Service Firms?/title>">!--
指导老师：	吴晓云
中文关键字：	网络 服务型企业 国际市场
英文关键字：	Internet Service Firms F
中文摘要：	近几年来，经济全球化进程加快，成为世界经济发展的主流。在全球化力量推动下，随着电信，电子服务网络，媒体，网络入口等方面取得的进步，给服务提供商带来了巨大的发展机会，越来越多的服务可以通过互联网来提供远程服务满足海外顾客的需求，服务业正在以更快的速度进行国际化经营。服务业进行国际化发展时首先面临的问题就是海外市场进入模式的选择问题，海外市场进入模式的不同会对企业国外市场营销活动和实施的涉入程度产生影响，同时也决定了企业对国外投资的控制程度，并直接关系到企业国际化的业绩和成败。但同时网络和通信等技术的发展也给服务企业的特性以及服务传递系统都带来了颠覆性的改变，随着越来越多的服务企业进入国际市场，这种变化越来越大，乃至对传统的服务特性以及服务企业选择海外市场进入模式都带来了新的挑战。 本研究基于上述背景，对有关服务企业国际市场进入模式理论进行系统的梳理，研究网络环境下服务企业和服务传递系统所具有的特性，并且对网络环境下服务企业国际市场进入模式选择的影响因素进行了系统的测度与评价，在此基础上构建服务企业国际市场进入模式选择模型，以指导服务企业在网络环境下的跨国经营。全文内容可概括为五部分：第一，对有关国际市场进入模式选择理论进行阐述，分别对制造业和服务业企业国际市场进入模式选择理论进行了系统的梳理，构建本论文的理论平台；第二，研究网络背景下服务企业和服务传递系统所具有的特性，同时基于服务的可电子化属性，对服务进行了种类划分，对此分类下的不同类型服务企业的国际市场进入模式选择倾向进行了研究；第三，系统分析网络环境下服务企业所面临的外部宏观因素、内部特有因素、服务企业进入海外市场战略目标对服务企业国际市场进入模式选择的影响，为构建进入模式选择模型奠定基础；第四，构建服务企业国际市场进入模式选择模型，对模型中各变量间的关系以及模型的应用进行了详细的阐释，同时选取相关案例对本研究所提出的选择模型进行检验；最后是本论文的结论部分，对本文的创新之处和其后续研究方向做相关讨论。
英文摘要：	In recent years, the globalization of economy is becoming faster and faster, it has become the mainstream of the world economy. With the drive of the globalization, improvements in telecommunications, electronic service networks, multimedia, internet access, connectivity and interactivity have resulted in new opportunities for service providers around the world，more and more service is provided to the foreign customers by the internet, and the trend of its international operations is growing stronger. When the service company wants to go abroad，the first decision it has to make is to choose the entry mode of the foreign market. Different entry mode means different marketing movements and different involvement in the foreign market, and also it determines the degree of control on the foreign investment, in the same time it has relations to the service company’s performance and success in the foreign market. With the development of the internet and the information technology, the characters of the service and the delivery system of the service have made great changes, and the changes are more great along with more and more service companies have entered the foreign market, so it bring new challenges to the traditional features of the service and the traditional theory about the choice of the foreign market entry mode. Based on the above background, this paper reviewed the theory of the choice of foreign market entry mode, researched the characteristics of the service companies and the delivery system of the service in the internet environment, and evaluated the factors having affections on the choice of the foreign market entry mode, and then this paper provides a model to choose the right foreign market entry mode. The content of this paper can be divided into five parts: Firstly, this paper made reviews on the theory about the manufacturing and the service companies’ choice of foreign entry mode, constructing the academic platform for the paper；Secondly, this paper made researches on the characteristics of the service company and the delivery system of the service under the internet environment, and classify the service according to its levels of digitization，and then discussed the foreign entry mode choice of different types of service; Thirdly, this paper made a systematic analysis on the actors which had affections on the choice of foreign entry mode, and the factors discussed in this part involved the external macro factors, the internal factors unique and the strategic goal of entering foreign market, building the foundations of the model of the foreign entry mode; Fourthly ,this paper put forward the model of the choice of foreign market entry mode, and also in this part this paper explained the signification of the variables and their relations, and also interpreted how to use the model, and then did case studies to validate the validity of the model; Lastly, making conclusions of this paper, and then gave some directions in the follow-up research.
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