中国企业国际市场进入战略决策模型研究
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摘要
改革开放在打开国门迎接海外投资者的同时,也拉开了中国企业走向国际市场的序幕。在1978年以后的三十年中,中国的经济建设取得了举世瞩目的成就,我国企业也在市场经济的锻炼中不断增强实力,积累经验。随着经济全球化浪潮的来临,新兴市场的发展、国际分工的深入、通讯技术的进步都极大地促进了世界范围内的经济融合。中国企业要取得更大的发展,就必须积极参与国际市场竞争,在全球范围内确立竞争优势,以获得更大的收益。然而,国际市场环境瞬息万变,中国企业在把握机遇的同时也面临着重重风险的考验,2008年金融危机就给众多中国企业带来了深刻的教训。企业国际化进程中既充满了新的机遇,也面临着各种风险,中国企业在迈出国际化的第一步时,应该充分了解国际市场和自身实力,对将要面对的风险进行全面扫描,权衡风险与机会,做出正确的决策。
在机会与风险并存的现实背景下,中国企业国际化必须面对的首要问题就是：哪些内外部因素影响企业选择正确的进入战略?这些因素如何作用于进入战略选择?决策者的感知因素起到什么作用?怎么样的战略选择能够获得更好的绩效?进入后企业又将面对哪些挑战?为了解答这些问题,本研究构建了进入战略决策模型,深入剖析中国企业国际市场进入战略决策过程以及影响因素。
本研究第一章对研究的现实背景、理论与实践意义以及研究内容和技术路线进行了概括；第二章利用文献研究法对进入战略相关研究及其主流观点、国际化风险分类与测度研究、战略决策相关研究进行了回顾,在文献梳理的基础上对上述理论进行了评述,提出了以往研究有待改进的地方；第三章则利用相关性推断和理论演绎的方法,在理论回顾的基础上将客观环境因素、主观感知和战略选择整合,提出了一个三阶段的进入战略决策模型,并且据此对研究变量和变量之间的关系进行了假设；第四章采用了访谈、文献分析、问卷调研的方法,针对第二章中提出的变量,结合中国企业的探索性访谈确定了变量的测量,构建了调研量表,并且在经过预调研等一系列量表开发过程,形成了正式调研问卷,然后据此收集了中国企业的国际化进入战略决策相关数据；第五章利用多元层级回归方法对模型中的假设关系进行验证,分别考察了客观环境因素对决策者主观感知的直接和间接作用,主观感知对进入战略选择的作用,并且检验了主观感知的中介效应。第六章综合运用判别分析、均值t检验,方差分析、相关分析等方法,考察依据主观感知作出适应性进入战略决策的企业是否获得较好绩效,以及进入国际市场后,采取不同进入战略的企业感知到的风险差异；第七章根据模型实证研究结果梳理研究结论,据此提出了管理启示,然后在对研究过程总结的基础上提出了本研究存在的局限以及未来的研究方向。
本研究的结论主要包括三个方面：第一,资源基础层面、交易特征层面和制度环境层面等客观环境因素变量对决策者的主观感知风险和感知市场机会产生影响。总体来说,所具备的资源能力越强感知的风险越小,感知市场机会越高,而资产专用性越高感知的风险越高,制度因素通过调节资源能力和资产专用性与主观感知的关系发生间接作用；第二,主观感知影响因素(感知风险、感知市场机会)对企业进入战略选择发生直接影响,而风险倾向作为决策者自身内在心理特征发挥了双重的调节作用(在客观因素影响主观感知、主观感知影响进入战略选择过程中)。第三,依据对风险和机会全面感知所作出的进入战略选择能够获得较好的财务绩效和战略绩效,企业采取特定战略进入国际市场后其感知风险随着资源承诺不同呈现出相应的特征。
与以往研究相比,本研究在进入战略决策过程研究方面进行了新的尝试,其理论意义在于：首先,本研究综合多个理论分析视角,对企业国际市场进入战略决策的客观基础进行考察,深入挖掘企业决策的客观因素作用机制,以弥补单个理论视角的缺陷,进一步完善了进入战略客观影响因素研究的理论基础。其次,本研究借鉴一般战略决策和消费者行为研究中的决策分析框架,将感知风险、感知市场机会和风险倾向等心理因素引入到企业层面的进入战略研究中,从战略决策者的主观视角出发分析进入战略决策的形成,丰富了进入战略理论研究的视角和思路。第三,将感知环境风险因素和中国情境融合到战略决策研究中,在中国企业国际市场进入战略研究引入环境动态特征方面作出了初步尝试。
Reform and opening-up policy has raised the curtain of Chinese enterprises' international market venture while opening the gateway to welcome overseas investors. During the 30 years after 1978, economic construction of China has impressed the world. Chinese enterprises are strengthening their power and accumulating experience constantly in the market-oriented economy, too. With the arrival of the economic globalization tide, development of the emerging markets, deepening of the international division and progress of communication technology have promoted worldwide economy to merge greatly. Chinese enterprises which want to obtain greater development must participate in the international market competition actively and establish the competition advantage in order to obtain larger income. However, the international market environment is fast changing. Chinese enterprises face the challenge of numerous risks while seizing the opportunity, the 2008 financial crisis has brought a profound lesson to numerous Chinese enterprises. The process of internationalization is full of new opportunities and also various risks, Chinese companies should know well about the international market and their own strength when taking the first step of internationalization. They have to scan the risks and make a tradeoff between the risks and opportunities, and then make the right decisions.
Under the realistic background that the opportunities and risks coexist, primary problems that Chinese enterprises' internationalization has to confront are:Which internal and external factors may influence enterprises to choose correct entry mode? How do these factors act on the choice of entry mode? What function is the policymaker's esthesia factor played? What kind of strategic choice can obtain better performance? Which challenges will enterprises face after entering? In order to answer these questions, this research constructs a Strategic Decision Model to analyze the decision-making process of Chinese enterprises' international market entry and influencing factors.
Chapter one summarized the realistic background, theoretic contribution, practice meaning, research contents and technological route of the research; Chapter two utilizes documentary research to review relevant researches of entry mode, international risk classifying and measure, and strategic decision. Then it makes brief comments on the above-mentioned theories and proposes some aspects need deepening on the basis of theory review; Chapter three utilizes correlate inference and deductive approach to integrate objective environmental factors, subjective perception and entry mode choice to construct a three-stages entry mode Decision Model, and proposes hypotheses of the relation between research variables; Chapter four adopts depth interview, documentary analysis, and questionnaire survey. It confirms the measurement of the variables on the basis of exploratory interview and relevant researches, and develops the scale to collect the information of Chinese enterprises'entry mode decision after pretest, reliability and validity test; Chapter five utilizes multi-hierarchical regression to verify all the hypotheses. It has investigated the direct and indirect effect objective environmental factors place on subjective perception and subjective perception place on entry mode choice, and also it has examined the mediating effect of subjective perception;Chapter six utilizes discriminant analysis, independent-samples T Test, ANOVA and correlate analysis to examine whether the enterprises that makes adaptive entry mode decision obtains better performance according to subjective perception, and the critical risks of the enterprises perceive after entering the international market under specific entry mode; Chapter six utilizes discriminant analysis, independent-samples T Test, ANOVA and correlate analysis to examine whether the enterprises that makes adaptive entry mode decision obtains better performance according to subjective perception, and the critical risks of the enterprises perceive after entering the international market under specific entry mode; Chapter seven combs the conclusion of empirical studying and proposes managerial implications, then puts forward the limitation and future research direction on the basis of the summary of the research.
The conclusion of this research includes three respects mainly:First, such objective environmental factors as resource-based, transaction-cost and institutional environment variables will influence decision-makers'perception of risk and opportunity. In brief, enterprises which control more resources may perceive lower risk and more opportunity, enterprises whose transaction assets have high specialty may perceive higher risk and fewer opportunity, and institutional factors moderate the relationship between resources,assets specialty and subjective perception; Second, subjective factors (perceived risk, perceived opportunity) influence the entry mode choice directly, and risk propensity plays double moderating effect as the decision-makers'psychological characteristics (While it influences the relationship between objective factors and subjective perception, subjective perception and entry mode choice); Third, the enterprises that makes adaptive entry mode decision according to subjective perception obtains better performance, and the enterprises perceive different critical risks after entering the international market under specific entry mode.
Compared with existing studies, this research has carried on the new try in research of entry mode decision-making process. Its theoretic contribution lies in:First of all, this research synthesizes several theoretic perspectives to investigate the objective foundation of international market entry decision. It probes the interactive mechanism of these objective variables in order to remedy the defect of the individual theoretic perspective. Secondly, this research learns from the analysis framework in general strategic decision-making and consumer behaviour studies. It introduces perceived risk, perceived opportunity and risk propensity into the entry mode research and complements the theoretic perspective of entry mode study by analyzing entry mode decision from the decision-maker's subjective view. Thirdly, it integrate perceived environmental risk factor and China's background to the strategic decision-making research, and makes a preliminary attempt on introducing the environmental dynamics into of Chinese enterprises'international market entry research.
在机会与风险并存的现实背景下,中国企业国际化必须面对的首要问题就是：哪些内外部因素影响企业选择正确的进入战略?这些因素如何作用于进入战略选择?决策者的感知因素起到什么作用?怎么样的战略选择能够获得更好的绩效?进入后企业又将面对哪些挑战?为了解答这些问题,本研究构建了进入战略决策模型,深入剖析中国企业国际市场进入战略决策过程以及影响因素。
本研究第一章对研究的现实背景、理论与实践意义以及研究内容和技术路线进行了概括；第二章利用文献研究法对进入战略相关研究及其主流观点、国际化风险分类与测度研究、战略决策相关研究进行了回顾,在文献梳理的基础上对上述理论进行了评述,提出了以往研究有待改进的地方；第三章则利用相关性推断和理论演绎的方法,在理论回顾的基础上将客观环境因素、主观感知和战略选择整合,提出了一个三阶段的进入战略决策模型,并且据此对研究变量和变量之间的关系进行了假设；第四章采用了访谈、文献分析、问卷调研的方法,针对第二章中提出的变量,结合中国企业的探索性访谈确定了变量的测量,构建了调研量表,并且在经过预调研等一系列量表开发过程,形成了正式调研问卷,然后据此收集了中国企业的国际化进入战略决策相关数据；第五章利用多元层级回归方法对模型中的假设关系进行验证,分别考察了客观环境因素对决策者主观感知的直接和间接作用,主观感知对进入战略选择的作用,并且检验了主观感知的中介效应。第六章综合运用判别分析、均值t检验,方差分析、相关分析等方法,考察依据主观感知作出适应性进入战略决策的企业是否获得较好绩效,以及进入国际市场后,采取不同进入战略的企业感知到的风险差异；第七章根据模型实证研究结果梳理研究结论,据此提出了管理启示,然后在对研究过程总结的基础上提出了本研究存在的局限以及未来的研究方向。
本研究的结论主要包括三个方面：第一,资源基础层面、交易特征层面和制度环境层面等客观环境因素变量对决策者的主观感知风险和感知市场机会产生影响。总体来说,所具备的资源能力越强感知的风险越小,感知市场机会越高,而资产专用性越高感知的风险越高,制度因素通过调节资源能力和资产专用性与主观感知的关系发生间接作用；第二,主观感知影响因素(感知风险、感知市场机会)对企业进入战略选择发生直接影响,而风险倾向作为决策者自身内在心理特征发挥了双重的调节作用(在客观因素影响主观感知、主观感知影响进入战略选择过程中)。第三,依据对风险和机会全面感知所作出的进入战略选择能够获得较好的财务绩效和战略绩效,企业采取特定战略进入国际市场后其感知风险随着资源承诺不同呈现出相应的特征。
与以往研究相比,本研究在进入战略决策过程研究方面进行了新的尝试,其理论意义在于：首先,本研究综合多个理论分析视角,对企业国际市场进入战略决策的客观基础进行考察,深入挖掘企业决策的客观因素作用机制,以弥补单个理论视角的缺陷,进一步完善了进入战略客观影响因素研究的理论基础。其次,本研究借鉴一般战略决策和消费者行为研究中的决策分析框架,将感知风险、感知市场机会和风险倾向等心理因素引入到企业层面的进入战略研究中,从战略决策者的主观视角出发分析进入战略决策的形成,丰富了进入战略理论研究的视角和思路。第三,将感知环境风险因素和中国情境融合到战略决策研究中,在中国企业国际市场进入战略研究引入环境动态特征方面作出了初步尝试。
Reform and opening-up policy has raised the curtain of Chinese enterprises' international market venture while opening the gateway to welcome overseas investors. During the 30 years after 1978, economic construction of China has impressed the world. Chinese enterprises are strengthening their power and accumulating experience constantly in the market-oriented economy, too. With the arrival of the economic globalization tide, development of the emerging markets, deepening of the international division and progress of communication technology have promoted worldwide economy to merge greatly. Chinese enterprises which want to obtain greater development must participate in the international market competition actively and establish the competition advantage in order to obtain larger income. However, the international market environment is fast changing. Chinese enterprises face the challenge of numerous risks while seizing the opportunity, the 2008 financial crisis has brought a profound lesson to numerous Chinese enterprises. The process of internationalization is full of new opportunities and also various risks, Chinese companies should know well about the international market and their own strength when taking the first step of internationalization. They have to scan the risks and make a tradeoff between the risks and opportunities, and then make the right decisions.
Under the realistic background that the opportunities and risks coexist, primary problems that Chinese enterprises' internationalization has to confront are:Which internal and external factors may influence enterprises to choose correct entry mode? How do these factors act on the choice of entry mode? What function is the policymaker's esthesia factor played? What kind of strategic choice can obtain better performance? Which challenges will enterprises face after entering? In order to answer these questions, this research constructs a Strategic Decision Model to analyze the decision-making process of Chinese enterprises' international market entry and influencing factors.
Chapter one summarized the realistic background, theoretic contribution, practice meaning, research contents and technological route of the research; Chapter two utilizes documentary research to review relevant researches of entry mode, international risk classifying and measure, and strategic decision. Then it makes brief comments on the above-mentioned theories and proposes some aspects need deepening on the basis of theory review; Chapter three utilizes correlate inference and deductive approach to integrate objective environmental factors, subjective perception and entry mode choice to construct a three-stages entry mode Decision Model, and proposes hypotheses of the relation between research variables; Chapter four adopts depth interview, documentary analysis, and questionnaire survey. It confirms the measurement of the variables on the basis of exploratory interview and relevant researches, and develops the scale to collect the information of Chinese enterprises'entry mode decision after pretest, reliability and validity test; Chapter five utilizes multi-hierarchical regression to verify all the hypotheses. It has investigated the direct and indirect effect objective environmental factors place on subjective perception and subjective perception place on entry mode choice, and also it has examined the mediating effect of subjective perception;Chapter six utilizes discriminant analysis, independent-samples T Test, ANOVA and correlate analysis to examine whether the enterprises that makes adaptive entry mode decision obtains better performance according to subjective perception, and the critical risks of the enterprises perceive after entering the international market under specific entry mode; Chapter six utilizes discriminant analysis, independent-samples T Test, ANOVA and correlate analysis to examine whether the enterprises that makes adaptive entry mode decision obtains better performance according to subjective perception, and the critical risks of the enterprises perceive after entering the international market under specific entry mode; Chapter seven combs the conclusion of empirical studying and proposes managerial implications, then puts forward the limitation and future research direction on the basis of the summary of the research.
The conclusion of this research includes three respects mainly:First, such objective environmental factors as resource-based, transaction-cost and institutional environment variables will influence decision-makers'perception of risk and opportunity. In brief, enterprises which control more resources may perceive lower risk and more opportunity, enterprises whose transaction assets have high specialty may perceive higher risk and fewer opportunity, and institutional factors moderate the relationship between resources,assets specialty and subjective perception; Second, subjective factors (perceived risk, perceived opportunity) influence the entry mode choice directly, and risk propensity plays double moderating effect as the decision-makers'psychological characteristics (While it influences the relationship between objective factors and subjective perception, subjective perception and entry mode choice); Third, the enterprises that makes adaptive entry mode decision according to subjective perception obtains better performance, and the enterprises perceive different critical risks after entering the international market under specific entry mode.
Compared with existing studies, this research has carried on the new try in research of entry mode decision-making process. Its theoretic contribution lies in:First of all, this research synthesizes several theoretic perspectives to investigate the objective foundation of international market entry decision. It probes the interactive mechanism of these objective variables in order to remedy the defect of the individual theoretic perspective. Secondly, this research learns from the analysis framework in general strategic decision-making and consumer behaviour studies. It introduces perceived risk, perceived opportunity and risk propensity into the entry mode research and complements the theoretic perspective of entry mode study by analyzing entry mode decision from the decision-maker's subjective view. Thirdly, it integrate perceived environmental risk factor and China's background to the strategic decision-making research, and makes a preliminary attempt on introducing the environmental dynamics into of Chinese enterprises'international market entry research.
引文
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