市场进入模型 Sty n MNC’s Marketing Entry Mes Given the Cntext f Internatina Pitica an Ecnmics Reatins.docVIP

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市场进入模型 Sty n MNC’s Marketing Entry Mes Given the Cntext f Internatina Pitica an Ecnmics Reatins.doc

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市场进入模型 Sty n MNC’s Marketing Entry Mes Given the Cntext f Internatina Pitica an Ecnmics Reatins

Study on MNC’s Marketing Entry Models Given the Context of International Political and Economics Relations * * Financed by The Youth Fund of University of Electronic Science and Technology (JX04049) 1. ZHAO Shu-rong 2. PAN Na 1. Business school of Sichuan University, Chengdu, P.R.China, 610064 1.2. School of Political Science and Public Administration University of Electronic Science and Technology of China, Chengdu, P.R China, 610054 Abstract “Market Access Strategy” is one of the outlying subjects in International Commerce and also one of the crucial factors to determine the success or failure of MNCs. By means of empirical cases studies, this paper analyzes the universally accepted of MNCs’ access into Chinese market and based on which, some proposals on the choice of strategies for Chinese Enterprises to march into international market have been made given the context of economic globalization. Key words MNC, Market access strategy, China’s enterprise, strategic choice 1 Introduction Nowadays, the world is swept by the globalization of economic activities, which has increasingly influenced the economy, and social development of all countries. During the globalization progress, it can be easily figured out that the multi-national Corporations (MNCs) plays a more and more important role in the world economic stage. Currently, the MNCs have already reached to 53,000 with 450,000 subsidiaries and over 7300,000 employees. By statistics, it is reported that that 40% of world total output value, 50%-60% of international trade, 60%-70% of technology transfers, 80%-90% of RD, and 70% of the international direct investments are controlled by MNCs. The booming development of MNCs makes it gradually transfer the center of gravity from the domestic region to abroad. Furthermore, the scope of its production and marketing activity also extend gradually. Therefore, the choice of Strategy, namely, what kind of the market entry strategy for MNCs, is cruc