进入策略V3.pptVIP

在全球市场竞争 ENTRY STRATEGIES 进入外国市场的战略 School of Management, Xi’an Jiao Tong University Valerie Zhu THE COMPETITIVE CHALLENGE:ENTRY STRATEGIES 竞争挑战:进入战略 • EXPORT ENTRY 出口进入 – Direct and indirect exporting 直接或间接出口 • CONTRACTUAL ENTRY 契约进入 – Licensing/franchising, technical agreements 许可证，特许经营，技术协议 – Contract manufacturing, turnkey projects 制造合同，交钥匙工程 • INVESTMENT ENTRY投资进入 – Wholly owned subsidiaries独资子公司 • STRATEGIC ALLIANCES战略联盟 EXPORT – APPROACHES 出口的途径 DIRECT直接 • Firm handles entire export operations itself企业自己完全控制 出口经营 INDIRECT间接 • Exports using出口方式 – Manufacturers‘ export agents厂商的出 口代理 – Export commission agents出口佣金代 理人 – Export merchants出口批发商 EXPORT - ADVANTAGES 出口的优点 • Lower per unit cost单位成本较低 – Economies of scale规模经济 – Better capacity utilization更好的生产效用函数 • Overcome domestic market size limitations 克服当地市场规模的限制 • Offset market cyclicality抵消市场循环 • Low asset exposure to political risk资产的政 治曝光风险低 • Flexibility of switching the geographical direction of products产品地理导向转换的弹性 EXPORT – DISADVANTAGES 出口的缺点 • Costs associated with trade barriers 成本中包括贸易壁垒 • Lower control over market 整个市场的低控制力 • Local government objections 地方政府妨碍 • Transportation costs 运输成本 • Costs associated with locating and maintaining relationships with importer(s) 确定和维持与进口商关系的成本 • Conflicts-- exporters’ and importers’ goals 出口商和进口商的目标冲突 EXPORT – QUESTIONS 出口的问题 • Will there be sustainable competitive advantage in export markets? Why? 在出口市场是否还能够保持竞争优势？为什么？ • What exports markets and segments will value our products sufficiently? 何种出口市场和细分市场可以充分体现产品的价值 • Standard product with standard marketing mix or tailored products? 标准化营销组合下的标准化产品还是量身定做的产 品？ • What trade barriers impede export? 何种贸易壁垒阻碍了出口？ • What are the appropriate channels for distribution? 适合的分销渠道是什么？ EXPORT DECISION PROCESS 出口的决策过程 Expand through exporting or in domestic market? 通过出口扩张或是保持在本国市场？ If exporting, which markets should be targeted? 如果出口，目标市场在哪里？ What should be the pricing strategy? 定价策略是什么？ How should exp