中国微波炉企业国际市场进入模式选择研究
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摘要
微波炉产业是当今中国家电产业中竞争最为激烈、最为集中的产业之一，同时也是世界家电产业中，发展最为成熟，对中国的产业转移最为彻底的产业之一。在这种竞争环境下，各国企业的竞争、跨国经营、进入国际市场，越来越依赖于在全球价值链上的恰当定位。基于此，本文首先从价值的概念及其内涵出发，通过梳理价值结构、价值关系到价值创造之间的内在联系，从价值创造方式的角度把国际市场进入模式划分为OEM、ODM、OBM、OSM等形式，并结合价值创造环节的特征和价值链定位对每种模式都进行了相应的界定。
接下来，本文以全球价值链、价值创造方式、进入模式、竞争优势四者之间的关系为基础，构建了基于全球价值链的国际市场进入模式选择研究的基本思路与框架，并提出了两大基本逻辑，以及包含着“天时”、“地利”、“人和”三方面要素的全球价值链与国际市场进入模式协同演进的模型。
在微波炉全球价值链的“天时”演进中，技术的进步与市场的发展相辅相成，充分印证了价值创造环节中知识产权含量与价值含量相互影响的关系。而在微波炉全球价值链的“地利”演进中，主要产品市场的次第兴起和主要生产区域的逐渐转移，都反映了不同国家和地区所能提供的价值创造环节的有利因素与价值含量空间，推动着微波炉全球价值链的区位环节分布的变化。而来自四个国家的四家代表性企业，对自己的价值创造方式即国际市场进入模式的调整，充分说明了“人和”需要与“天时”、“地利”形成协同的演进。
最后，美的微波炉在进入产业之初，立足于当时微波炉全球价值链的“天时”、“地利”，以及竞争对手与自身的“人和”现状，通过在价值链各个环节有针对性地提升“人和”，在产业与自身发展的不同时期选择适当的国际市场进入模式，则再次完整展示了基于全球价值链的国际市场进入模式选择，及其演进过程。
Microwave oven industry is one of home appliance industries in China with mostsevere competition and highest concentration. It's also one of the most mature homeappliance industries worldwide which has been almost fully shifted to China. In thiscompetitive environment, enterprises' competition, multinational operation, and entryinto international market depend on right position in global value chain more and more.Based on this context, firstly, this paper begins with the analysis of value's conceptionand connotation, by identifying the inherent connection from value structure, valuerelationship, and value creation, clarifies international market entry mode as OEM,ODM, OBM, and OSM in perspective of value creation approach, and then definesthem according to the characteristics of value creation links and value chain position.
Then, based on the relationship among global value chain, value creation approach,entry mode, and competitive advantage, this paper builds up a research framework ofinternational market entry mode choice in perspective of global value chain, putsforward two basic logics, and the co-evolution model of global value chain andinternational market entry mode, which comprises three aspects of factors as "Tianshi","Dili", and "Renhe".
In the "Tianshi" evolution of global value chain of microwave oven industry, thesupplement to each other by both technology advancement and market developmentreflects the interaction between the intellectual property content and value content invalue creation links. While in the "Dili" evolution, the one-by-one emergence of majorproduct markets and the gradual shift of major production area, also reflect that boththe advantageous factors of value creation links and value content space provided bydifferent countries and areas promote the change of location and link distribution ofglobal value chain of microwave oven industry. The adjustment of their value creationapproaches, namely their international market entry modes, by four representativeenterprises from four countries indicates that "Renhe" should form co-evolution with"Tianshi" and "Dili".
Finally, the international market entry mode choice based on global value chain andits evolution is fully reflected in the case of Midea Microwave Oven again. At thebeginning of its microwave oven endeavor, according to the "Tianshi" and "Dili"situation, "Renhe" condition from both itself and other competitions in the global valuechain at that time, Midea Microwave Oven promote their "Renhe" in various valuechain links respectively, and then choose suitable international market entry mode inthe different developing period of both industry and itself.
接下来，本文以全球价值链、价值创造方式、进入模式、竞争优势四者之间的关系为基础，构建了基于全球价值链的国际市场进入模式选择研究的基本思路与框架，并提出了两大基本逻辑，以及包含着“天时”、“地利”、“人和”三方面要素的全球价值链与国际市场进入模式协同演进的模型。
在微波炉全球价值链的“天时”演进中，技术的进步与市场的发展相辅相成，充分印证了价值创造环节中知识产权含量与价值含量相互影响的关系。而在微波炉全球价值链的“地利”演进中，主要产品市场的次第兴起和主要生产区域的逐渐转移，都反映了不同国家和地区所能提供的价值创造环节的有利因素与价值含量空间，推动着微波炉全球价值链的区位环节分布的变化。而来自四个国家的四家代表性企业，对自己的价值创造方式即国际市场进入模式的调整，充分说明了“人和”需要与“天时”、“地利”形成协同的演进。
最后，美的微波炉在进入产业之初，立足于当时微波炉全球价值链的“天时”、“地利”，以及竞争对手与自身的“人和”现状，通过在价值链各个环节有针对性地提升“人和”，在产业与自身发展的不同时期选择适当的国际市场进入模式，则再次完整展示了基于全球价值链的国际市场进入模式选择，及其演进过程。
Microwave oven industry is one of home appliance industries in China with mostsevere competition and highest concentration. It's also one of the most mature homeappliance industries worldwide which has been almost fully shifted to China. In thiscompetitive environment, enterprises' competition, multinational operation, and entryinto international market depend on right position in global value chain more and more.Based on this context, firstly, this paper begins with the analysis of value's conceptionand connotation, by identifying the inherent connection from value structure, valuerelationship, and value creation, clarifies international market entry mode as OEM,ODM, OBM, and OSM in perspective of value creation approach, and then definesthem according to the characteristics of value creation links and value chain position.
Then, based on the relationship among global value chain, value creation approach,entry mode, and competitive advantage, this paper builds up a research framework ofinternational market entry mode choice in perspective of global value chain, putsforward two basic logics, and the co-evolution model of global value chain andinternational market entry mode, which comprises three aspects of factors as "Tianshi","Dili", and "Renhe".
In the "Tianshi" evolution of global value chain of microwave oven industry, thesupplement to each other by both technology advancement and market developmentreflects the interaction between the intellectual property content and value content invalue creation links. While in the "Dili" evolution, the one-by-one emergence of majorproduct markets and the gradual shift of major production area, also reflect that boththe advantageous factors of value creation links and value content space provided bydifferent countries and areas promote the change of location and link distribution ofglobal value chain of microwave oven industry. The adjustment of their value creationapproaches, namely their international market entry modes, by four representativeenterprises from four countries indicates that "Renhe" should form co-evolution with"Tianshi" and "Dili".
Finally, the international market entry mode choice based on global value chain andits evolution is fully reflected in the case of Midea Microwave Oven again. At thebeginning of its microwave oven endeavor, according to the "Tianshi" and "Dili"situation, "Renhe" condition from both itself and other competitions in the global valuechain at that time, Midea Microwave Oven promote their "Renhe" in various valuechain links respectively, and then choose suitable international market entry mode inthe different developing period of both industry and itself.
引文
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