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论文编号：	1665
作者编号：	031756
上传时间：	2010/5/20 15:09:49
中文题目：	服务型企业国际化进程中的市场进入模式及策略研究
英文题目：	Service Enterprise Globalization Entrance Mode
指导老师：	许晖
中文关键字：	服务型企业 国际化 进入模式 营销策略
英文关键字：	Service Enterprise Globalization Entrance Mode
中文摘要：	以服务业和服务贸易为主要内容的服务经济的迅速崛起，成为20世纪中叶以后世界经济发展的显著特征，特别是近20年来，随着经济全球化进程的逐渐加快，服务经济成为世界经济发展的主流。在知识、技术、竞争等全球化力量的推动下，全球服务业迅速发展，其产出和就业在整个经济中的比重持续上升；同时，世界服务贸易的增长速度也开始超过货物贸易的增长速度，服务贸易占国际贸易的比重逐渐提高，服务业吸引的国际直接投资比重也不断上升。人类社会已开始朝服务经济时代迈进。 全球经济一体化的进程加快使得服务型企业的国际化步伐也正在加速，本文的研究对象正是服务经济背景下服务型企业国际化进程中的国际市场进入模式和策略。 在文章的第一部分，作者分析和介绍了研究对象所处的时代经济背景。分析了当代服务经济发展的外在表现和内在原因，同时阐明了服务经济对服务型企业国际化的推动作用以及当代服务经济的发展趋势。 文章的第二部分是相关理论的回顾，其中包括对企业国际化动机理论的阐述、对企业国际市场进入模式选择理论基础的说明以及对企业国际市场进入模式的及其内在特征的分析说明。 在第三部分中，作者在上文论述的基础上对服务型企业的国际市场进入模式的决策进行了深入分析。首先，作者分析了包括市场、竞争、政府政策、成本和技术信息五个方面在内的服务型企业国际化动机；其次，分析了影响进入模式决策的影响因素，包括企业内部（服务产品因素、企业特有因素和战略因素）和外部环境（目标国市场因素、目标国间接环境因素和母国因素）两方面；最后，作者构建了服务型企业国际市场进入决策的模型，并在对其进行分析说明的基础上，对每种进入模式的选择条件和一般规律进行了简要总结。 在第四部分中，作者探讨了服务型企业拓展国际市场的策略，包括：全球导向整体营销观的树立、服务品牌国际竞争优势的培育、服务创新能力的提高以及与竞争对手战略联盟体的建立。
英文摘要：	The rapidly growing up of service economy with the mainly contents of service industry and international service in trade has become the prominent feature, especially in the last 20 years, as the course of economy globalization speedups gradually, service economy become the mainstream of economic development in the world. Under the push of the globalization powers, such as knowledge, technique and competition...etc., global servicing industry develops rapidly, playing more and more important role in the economy of a nation, the proportion of its products and employment in economy rises continually. At the same time, the growth speed of international trade in service begins to exceed that of the international trade in goods and the proportion of trade in service rises gradually, the foreign direct investment as a result of trade in service has also been increased gradually. Therefore, human beings are now beginning to enter the age of service economy. The progress of global economic integration accelerates the pace of the globalization of service enterprises; the study object of this thesis is the international market entrance mode and strategies of service enterprises during the period of globalization under the background of service economy. In the first part of the thesis, the author analyzed the economic background of the research object of the full thesis. The author summarized the external appearance and internal reasons the service economy’s development, and discussed the service economy’s push effect to the internationalization of service enterprises, and also discussed the development trendy of service economy. The second part is the review of the related theories, among them including expatiating to the internationalization theory, the theory foundation of select of entry mode, entry modes and the compare of their internal characters. In the third part, the author deeply analyzed the service enterprises’ decision on entry mode basing on the formal discussion. At first, the author discussed five drivers which push service enterprises develop overseas including market, competition, government policies, cost and technical information; Secondly, the author also analyzed the affection factors to the entry mode decision, including internal ones (service product factor, enterprise’s peculiar factor, strategic factor) and external ones (objective nation’s market factor, objective nation’s indirect environmental factor and metropolitan factor). At last, the author designed a service enterprises’ foreign market entry mode decision mode, and briefly summarized the select condition to every kind of entry mode. In the fourth part, the author also discussed the strategies of service enterprises in expanding overseas markets, these strategies are as follow: to set a view of global oriented, to cultivate international competitiveness of service brand, to improve the ability of service innovation and to build a strategic alliance with the competitor.
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