中国文化企业“走出去”的目标市场选择——基于直觉模糊算法的研究  

The Target Market Choice of Going Out for Chinese Cultural Enterprises——Based on the Research of Intuitionistic Fuzzy Algorithm

作　　者：刘杨[1,2] 张弘[3] 

机构地区：[1]北京师范大学气候变化与贸易研究中心,北京100875 [2]天水师范学院商学院,甘肃天水741001 [3]天水市秦州区委党校,甘肃天水741001

出　　处：《贵州师范大学学报（社会科学版）》2016年第6期83-92,共10页Journal of Guizhou Normal University(Social Sciences)

基　　金：国家社科基金青年项目"我国文化产品国际竞争力提升研究"(12CJL034)的阶段性成果

摘　　要：有效进行国际目标市场选择,是决定中国文化企业成功"走出去"的关键。本文在对目标市场选择影响因素界定的基础上,结合直觉模糊混合平均算子(IFHA)方法,以中国某文化集团公司为例进行了实证分析,结果表明:美国可以作为中国文化企业海外市场经营的优先选择;其次是韩国、日本、新加坡;法国、俄罗斯、意大利等国处于第三集团。同时,中国文化企业所受到的政策导向和约束使其很难在经济效益上达到最大化,制约了其对外发展。Effective choice for international market is the key to determine the success of ＂ going out＂ for Chinese cultural enterprises. Based on the target market selection factors defined on the basis of the combination of intuitionistic fuzzy hybrid averaging operator （IFHA） method, this paper conducted the experimental research on a cultural group company, and the results showed that the United States can be used as the best choice for a Chinese cultural enterprises to select its overseas markets, followed by South Korea, Japan, Singapore, France, Russia, Italy and other countries in the third group. At the same time, the guidance and constraints of the policy for Chinese cultural enterprises of make it hard to maximize on eco- nomic benefit, restricting its develoDment abroad.

关 键 词：文化企业 目标市场 直觉模糊算法 

分 类 号：F752[经济管理—国际贸易]