中国跨国公司海外市场进入战略选择与双元创新能力构建——基于数字型和关系型的双重视角  

Overseas Market Entry Strategic Choices and Construction of Ambidexterity Innovation Capability of Chinese Multinational Corporations

作　　者：李辉[1] 吴晓云[2] Li Hui;Wu Xiaoyun

机构地区：[1]中国民航大学经济与管理学院,天津300300 [2]南开大学商学院,天津300071

出　　处：《企业经济》2023年第5期39-49,共11页Enterprise Economy

基　　金：教育部人文社会科学青年基金项目“后疫情时代制度距离对中国跨国企业OFDI的影响机理研究——基于价值网络的战略构建”(项目编号:22YJC630055)。

摘　　要：数字化为企业国际化带来新的着力点,有助于企业更快地识别和利用商业机会,而双元创新逐渐成为企业在海外市场的主要创新方式。结合中国外贸新业态数字化转型升级的现实背景,本文将中国跨国公司的海外市场进入战略分为传统型、关系型、数字型和混合型四种类型,构建新的国际化战略分析框架。研究发现:着力提升探索式创新能力的跨国公司可以选择数字型战略或混合型战略;而聚焦于利用式学习能力的跨国公司可以选择关系型战略或混合型战略。可见,传统的关系营销在数字技术的帮助下可以有效降低海外市场中的进入风险,中国跨国公司可以通过混合型战略深入嵌入到东道国市场,从而在海外市场利用双元创新获得长期效益。Digitization brings new focus to the internationalization of enterprises and helps enterprises to identify and utilize business opportunities faster than before,and ambidexterity innovation has gradually become the main innovation mode of enterprises in overseas markets.Combined with the practical background of the digital transformation and upgrading of China's new foreign trade format,this paper divides the overseas market entry strategies of Chinese MNEs into four types:traditional,relational,digital,and hybrid,forming a new international strategic analysis framework.The result shows that multinational corporations that focus on improving exploratory innovation capabilities can choose digital strategy or hybrid strategy;while multinational corporations that focus on exploitative learning can choose relational strategy or hybrid strategy.It can be seen that traditional relationship marketing can effectively reduce the entry risk in the overseas market with the help of digital technology.Chinese multinational corporations can be deeply embedded into the host country market through the hybrid strategy,so as to obtain long-term benefits through ambidexterity innovation in the overseas markets.

关 键 词：数字化 海外市场进入 双元创新 中国跨国公司 

分 类 号：F276.7[经济管理—企业管理]