海外市场进入的混合模式理论和应用研究  

Principle and Application Research on Mixed Mode of Foreign Market Entry

作　　者：李波[1] 蔡淑琴[1] 

机构地区：[1]华中科技大学管理学院,湖北武汉430074

出　　处：《工业工程与管理》2005年第3期97-101,共5页Industrial Engineering and Management

摘　　要：海外市场进入的混合模式是指跨国企业根据海外市场的竞争状况和企业战略,同时使用两种或两种以上的市场进入模式,它提高了企业的海外竞争能力,促进了海外战略的实施,有效避开了贸易壁垒。本文提出了一个对混合模式的分类方法,并根据企业对混合进入模式的选择环节,构建了混合进入模式的应用框架,并给出了实例。Mixed Mode of foreign market entry means a multinational selects two or more entry mode to enter into a foreign market according to market competition and developing strategy; it helps the multinational improve competitive ability,promote the realization of its oversea strategy and evade trade barriers effectively. In this paper, a classification of mixed mode is put forward and application framework of mixed mode is formulated. Finally, a case study is given to elaborate its application and operation process.

关 键 词：跨国企业 海外市场进入 混合模式 

分 类 号：F276.7[经济管理—企业管理]