市场进入战略在线视频

同学们好
Hello everyone

我是云南财经大学国际工商学院的
I am from the school of international business

我是云南财经大学国际工商学院的
of Yunnan University of Finance and economics

张李丹老师
I am Mr. Zhang Lidan

国际市场进入战略和战略联盟
strategy and strategic alliances i

国际市场进入战略和战略联盟
n the international market together

这一章将由我来与大家一起学习
Let’s study the chapter of entry

这一章
In this chapter

我们将探讨市场进入的决策问题
We will explore the issue of market access decision

市场进入的模式
market entry modes,

新设与并购
greenfield venture and acquisition,

以及战略联盟这四个知识要点
the four key knowledge points of strategic alliances

企业考虑海外扩张
A firm contemplating foreign

企业考虑海外扩张
expansion must make three basis decisions

必须做出三个基本决策
expansion must make three basis decisions

进入哪个市场
which markets to enter

什么时候进入这个市场
when to enter those markets

以怎么样的规模进入
and on what scale

首先
First of all

企业需要根据长远获利潜力
the choices must be based on an assessment

来选择海外市场
of a nation’s long-run profit potential

The most attractive foreign market

最吸引人的外国市场
The most attractive foreign market

最吸引人的外国市场

最吸引人的外国市场
Usually those politically stable countries

Usually those politically stable countries

往往是那些政局稳定
Usually those politically stable countries

往往是那些政局稳定

free market system

有自由市场体制
free market system

free market system

既无急剧上升的通货膨胀
No sharp inflation

Developed and developing countries

也无严重私营部门债务的
Developed and developing countries

发达国家和发展中国家
do not have serious private sector debt

发达国家和发展中国家

China is now a better choice

中国目前就是一个较优的选择
China is now a better choice

第二个决策
Second

企业一旦找到有吸引力的市场
once attractive markets have been identified

就必须考虑进入时机
it is important to consider

就必须考虑进入时机
the timing of entry

在其他的国际企业立足之前
Before other foreign

在其他的国际企业立足之前
companies have a foothold

做第一个吃螃蟹的人会有一定的优势
being the first to eat crabs

做第一个吃螃蟹的人会有一定的优势
will have first-mover advantages

然而
However

这些优势必须与先入者应承担的
first-mover advantages

这些优势必须与先入者应承担的
must be balanced with the

开发成本和较大的失败风险相平衡
Balance development

开发成本和较大的失败风险相平衡
costs with greater risk of failure

决策之三
third

企业在选择进入市场和进入时机之后
issue that an international business

企业在选择进入市场和进入时机之后
need s to consider when contemplating

需决定进入市场的规模
market entry is the scale of

需决定进入市场的规模
entry after choosing market and timing

如果大规模进入一个外国市场
If entering on a significant

如果大规模进入一个外国市场
scale to a foreign market,

企业需采取重大的战略承诺
enterprises need to take

企业需采取重大的战略承诺
a major strategic commitment

这种战略承诺可以带来许多利益
This strategic commitment

这种战略承诺可以带来许多利益
can bring many benefits

但也产生长期的影响
but it also has long-term

并且难以逆转
impact and is difficult to reverse

小规模进入能使企业
Small-scale entry allows companies to

在市场有限暴露的情况下
experience limited market exposure

掌握有关外国市场的信息
Have information

掌握有关外国市场的信息
about foreign markets

但是小规模进入所带来的承诺不足
But the promise of small-scale

但是小规模进入所带来的承诺不足
entry is not enough

也使企业很难扩大市场份额
This also makes it difficult for the

也使企业很难扩大市场份额
company to expand market share

以获取先入者的优势
Gain first mover advantage

例如 Topshop
For example Topshop

这个谨慎的英国品牌
This discreet British brand

在全球的扩张速度
Global expansion speed

相较其竞争对手一直显得迟缓
Compared with competitors,

相较其竞争对手一直显得迟缓
it is too slow to expand globally

海外扩张道路的模式上
In terms of market expansion

Topshop 选择了
Topshop chose to cooperate

与代理公司合作
with the agent company

在正式进入中国市场之前
Before officially entering the Chinese market

以预热店的形式进行小规模试水
Topshop decided to early test China’s

以预热店的形式进行小规模试水
market by running few preheating shops.

然而 快时尚巨头如
other fast fashion giants such as

Zara H&M已经在早期
Zara and H & M have already

Zara H&M已经在早期
occupied the Chinese market

以巨大的声势占领了中国市场
with a large-scale entry in their early stage

因此Topshop
Therefore

以小规模慢节奏的模式进入

以小规模慢节奏的模式进入
Topshop's small-scale and slow-paced

以小规模慢节奏的模式进入
entry into the Chinese market

中国市场就显得后劲不足
reveals the signs of insufficient reserve force.

一旦一家企业决定进入一个外国市场
Once a firm decides to enter a foreign market

就会出现如何选择进入模式的问题
the question arises as to the best mode of entry

这也是本章讨论的第二个知识要点
which is also the second knowledge

这也是本章讨论的第二个知识要点
point discussed in this chapter

企业通常运用六种不同的模式
Firms can use six different modes

进入外国市场
Firms can use six different modes

它们分别是
to enter foreign markets

出口
exporting

交钥匙工程
turnkey projects

技术授权
licensing

特许经营
franchising

合资企业
Joint venture

和全资子公司
And wholly-owned subsidiaries

出口是许多制造企业在刚开始
Many manufacturing firms begin

进行全球扩张时常用的方法
their global expansion as exporters

它的显著优点是
Its distinctive advantage

能帮助企业实现经验曲线效应
is that it can help enterprises

和区位经济效应
to achieve the experience

和区位经济效应
curve effect and location economies,

实现低价优势
and realize the advantage of low price

这也是许多中国家电企
This is also the entry mode of many

这也是许多中国家电企
Chinese household appliance enterprises

例如海尔集团
such as Haier Group

进入美国家电市场的做法
to enter the American home appliance market

The drawback of export is that it is

出口的缺陷是容易错失其他
The drawback of export is that it is

成本更低的制造区位优势
easy to miss other lower-cost location

成本更低的制造区位优势
for manufacturing the product

面临高运输费和贸易壁垒
face the high transportation costs

面临高运输费和贸易壁垒
and trade barriers

而且
Moreover

外国代理商往往也会代理
local agents often carry the

外国代理商往往也会代理
products of competing firms

其他竞争对手的产品
products of competing firms

其他竞争对手的产品
and so have divided loyalties

不如企业自己从事营销工作
the local agent may not do

as good a job as the firm would

那么卓有成效
as good a job as the firm would

交钥匙工程是指
In a turnkey project

承包商为外国客户
the contractor agrees to handle every

detail of the project for a foreign client

处理工程的所有细节
detail of the project for a foreign client

包括培训经营人员

包括培训经营人员
including the training

包括培训经营人员
of operating personnel

一旦合同到期
At completion of the contract

外国客户就能得到
the foreign client is handed the “key” to a plant

已经全面经营的工厂的“钥匙”
that is ready for full operation- hence

the term turnkey

故也形象地称为“交钥匙”
the term turnkey

交钥匙工程好在
The good point of turnkey

它能使企业把流程诀窍转移到
is that it allows companies

它能使企业把流程诀窍转移到
to transfer process and know-how to

那些对外直接投资受到禁止的国家
countries where FDI is limited

那些对外直接投资受到禁止的国家
by host-government regulations

从这些资产中获得更大的回报
and earn great economic returns from these assets

A turnkey strategy can also be

风险比传统的对外直接投资要低得多
A turnkey strategy can also be

风险比传统的对外直接投资要低得多
less risky than conventional FID

交钥匙工程的不足是
The main drawback

交钥匙工程的不足是
of turnkey project is

企业在此过程中可能会无形地
that the firm may inadvertently

制造一个强劲的对手
create a competitor

例如
For example

许多把炼油技术出售给沙特阿拉伯
many of the Western companies that

许多把炼油技术出售给沙特阿拉伯
sell oil-refining technology to Saudi Arabia

科威特的西方企业
and Kuwait

现在痛苦地发现
now painfully find themselves

自己必须在全球石油市场上
competing with these firms

与这些企业相竞争
in the world oil market

技术授权是指在某一时期

技术授权是指在某一时期
A licensing agreement is an

技术授权是指在某一时期
arrangement whereby a licensor grants the

许可方把无形资产授予另一实体
rights to intangible property to

许可方把无形资产授予另一实体
another entity for a specified period,

同时，许可方从受许方那
and in return, the licensor receives

收取一定的许可费用
a royalty fee from the licensee

这里的无形资产包括专利
Intangible property here includes patents

发明 配方 程序 设计
inventions

发明 配方 程序 设计
formulas

发明 配方 程序 设计
processes

发明 配方 程序 设计
designs

版权和商标
designs

版权和商标
copyrights and trademarks

技术授权的有利面是
A primary advantage of licensing is

企业不必承担开发一个外国市场
that enterprises do not have to bear the

企业不必承担开发一个外国市场
development costs and risks

所需的开发费用和风险
associated with opening a foreign market

可避免投资壁垒
and can avoid investment barriers

利用这样的一些市场机遇积累资本
Licensor can use market opportunities

利用这样的一些市场机遇积累资本
to accumulate capital

而不用自己去开发那些应用价值
instead of developing those application themselves

比如传统饮料行业巨头
For example the traditional beverage giant

可口可乐公司就利用这一模式
Coca Cola Co

玩起了跨界合作

玩起了跨界合作
has engaged in a cross-border cooperation

玩起了跨界合作
through a licensing agreement

Coca-Cola has granted its famous trademark to the

可口可乐把它的著名商标授权给了
Coca-Cola has granted its famous trademark to the

服装制造商Albisetti集团
Albisetti group which is a clothing manufacturer

将可口可乐的经典logo
Albisetti integrated Coca-Cola's

融入了潮牌服装设计中
classic logo into the fashion design

还推出了
and has also launched

joint products such as scarves

围巾 耳机 包袋 画册等周边产品
joint products such as scarves

围巾 耳机 包袋 画册等周边产品
headset bags picture books and so on

然而技术授权也有不利的一面
However

然而技术授权也有不利的一面

然而技术授权也有不利的一面
licensing also has negative effect

因为企业不能对制造和经营
It des not give a firm the tight

因为企业不能对制造和经营
control over manufacturing

进行严密的控制
marketing, and the strategy

that is required for realizing the

就难以实现经验曲线
that is required for realizing the

就难以实现经验曲线
advantages of experience curve

和区位经济的优势
and location economies

同时协调国家间
At the same timethe capability to coordinate

战略计划的能力也将受限
strategic moves across countries would be limited,

还可能会面临失去技术的风险
and the risk of losing technological

还可能会面临失去技术的风险
know-how would happen

为了降低失去技术的风险
In order to reduce the risk of losing technology

高科技产业普遍使用
the high-tech industry

签订交换技术授权的协议
generally enter into a cross-licensing

签订交换技术授权的协议
agreement with a foreign firm

使企业间相互制约
enable firms to hold each other hostage.

特许经营是技术授权的一种特殊形式
Franchising is a specialized form of Licensing

在特许经营中
in which the franchiser

特许人不但向被特许人
not only sells intangible

出售无形资产
property to the franchisee

而且要求被特许人严格遵守
but also insists that the franchisee agree

经营企业的规则
to abide by strict rules as

经营企业的规则
to how it does business

特许经营主要用于服务行业
Franchising is employed primarily by service firms

麦当劳就是使用这一模式
McDonald's is a typical

麦当劳就是使用这一模式
example of a firm that has grown

成长起来的典型
by using a franchising strategy

麦当劳对被特许人如何经营快餐店
McDonald's strict rules as to how franchisees should

有及其严格的规定
operate a restaurant extend

有及其严格的规定
to control over the menu

对菜单 烹饪方法 雇员政策
cooking

对菜单 烹饪方法 雇员政策
methods

对菜单 烹饪方法 雇员政策
staffing policies

快餐店的设计与布局均进行了控制
design and location

特许经营的优势在于
The advantage of franchising is that a

可以用相对较低的成本和风险
franchisor can build a global

可以用相对较低的成本和风险
presence quickly and at

迅速树立起全球形象
a relatively low cost and risk

就像麦当劳那样
as McDonald has

特许经营的劣势在于
The disadvantage of franchising is

它约束了企业从一个国家获取利润
that it may inhibit the firm’s

它约束了企业从一个国家获取利润
ability to take profits out of

来支持其在另一个国家开展竞争活动
one country to support competitive attacks in another

的能力
one country to support competitive attacks in another

对相隔较远的被特许人的质量
and it is still difficult to control

仍然难以掌控
the quality of franchisees

仍然难以掌控
in long distance

麦当劳克服这个缺点的方法是
McDonald's way to overcome this shortcoming is

在许多国家设立特许经营总店
to set up franchise headquarters in many countries

通过当地的分支机构
through which it can

管理各个特许经营店
monitor the franchises

合资企业是指两个或两个以上独立
Joint venture entails establishing

合资企业是指两个或两个以上独立
a firm that is jointly owned

by tow or more

企业共同出资成立的企业
by tow or more

企业共同出资成立的企业
otherwise independent firms

企业共同出资成立的企业

最典型的合资企业通常是

最典型的合资企业通常是
The most typical joint venture is

出资各占50%的合资
a 50-50 venture

合资企业具有许多优点
Joint ventures have a

合资企业具有许多优点
number of advantages

首先
First

企业可以从当地合资方那里
a firm could benefit from a local

获得有关当地市场
partner’s knowledge

获得有关当地市场
of the host country’s

文化 语言 政治体系
competitive conditions culture language

商业体系的信息
political systems and business

并从中获利
political systems and business

中国汽车市场的合资车
Joint venture car of China's auto market

例如一汽大众
such as FAW Volkswagen

一汽奥迪就是这一模式的产物
and FAW Audiare the products of joint venture

合资车一开始以市场换技术
Primary Strategic goals of joint venture car is

为战略目标
As a strategic goal

由外国企业提供品牌
t asks foreign party to provide the brand

技术 资金和人才
technology capital and talents

技术 资金和人才

由中国企业出让土地厂房
while China’s firm assign the

使用权和资金
land-use right and fund

利用这一模式合资车在80年代后
the joint venture car quickly occupied

利用这一模式合资车在80年代后
half of the Chinese

automobile market share after 1980s

便迅速占领了中国汽车市场的
automobile market share after 1980s

半壁江山
automobile market share after 1980s

但目前发动机和变速器等核心技术
However nowadays the core

但目前发动机和变速器等核心技术
technologies of engineand transmission

仍然掌握在外国企业手中
are still in the hands of foreign enterprises

优点之二
Second

企业可以和当地合资伙伴
a firm might gain by sharing these costs

摊开辟海外市场的成本和风险
and risks with a local partner

其三

其三
Third

在许多国家
joint venture

与当地合资者建立合资企业
with local partners face a

能降低国有化浪潮或政府采取的
low risk of being subject to nationalization

干预措施所造成的损失
or other forms of adverse

干预措施所造成的损失
government interference

当然
Of course

合资经营也有较多的缺点
joint ventures also have many disadvantages

首先
First

企业会面临将技术控制权
a firm that enters into a joint

企业会面临将技术控制权
venture risks giving control of

its technology to its partner companies face

拱手让人的风险
its technology to its partner companies face

拱手让人的风险
the risk of ceding technological control

这也是合资车的外国汽车生产商
which is reason that foreign manufacturers

封锁其核心技术的原因
of joint venture car block their core technologies

封锁其核心技术的原因
from China’s party. Secondly

其次
Secondly

合资无法对外国的分支机构
the joint venture does not give a firm

进行紧密控制
the tight control over subsidiaries

最后
A final

当合资目标和客体发生改变时
disadvantage with joint ventures is that the

当合资目标和客体发生改变时
sharedownership arrangement can lead to conflicts

and battles for control between the investing

双方可能会在控制权方面产生冲突
and battles for control between the investing

双方可能会在控制权方面产生冲突
firms if their goals and objectives change

全资子公司

全资子公司
Wholly owned subsidiary

是指企业拥有100%的股权
refers to that the enterprise owns 100 percent equity

全资有两种方式

全资有两种方式
There are two ways

全资有两种方式
of wholly-owned subsidiary

创办新企业和并购现有企业
setting up a new operation as a greenfield

创办新企业和并购现有企业
ventureor acquiring an established

创办新企业和并购现有企业
firm in the host nations

万达集团国际化战略的方式
Wanda Group's internationalization strategy

就是以并购为主
is based on M & A

新设投资为辅的
supplemented by greenfield

全资子公司的优势之一
One of the advantages of the

全资子公司的优势之一
wholly-owned subsidiary is

是能降低失去核心竞争力的风险
that it can reduce the risk

是能降低失去核心竞争力的风险
of losing control over the core competence

尤其对于半导体
Especially for the enterprises

尤其对于半导体
in the semiconductor

电子和医药行业的企业
electronic and pharmaceutical industries

全资子公司是最合适的进入模式
the wholly-owned subsidiary

全资子公司是最合适的进入模式
is the most favourable entry mode

Second

第二
Second

a wholly owned subsidiary gives a firm

全资子公司有利于实现全球战略性协作
a wholly owned subsidiary gives a firm

全资子公司有利于实现全球战略性协作
tight control over operations in different countries

不仅能对各个国家的经营

不仅能对各个国家的经营
This is necessary for engaging

进行严密的控制
in global strategic cooperation

也能利用从一个国家获取的利润
by using profits from one country

to support competitive attacks in another

来支持它在其他国家的竞争性攻击行为
to support competitive attacks in another

再者
Moreover

全资子公司能实现区位经济效应
a wholly-owned subsidiary may be required

全资子公司能实现区位经济效应
if a firm is trying to realize localization

和经验曲线效应

和经验曲线效应
and experience curve economies

并获得国外市场100%的利润
and it also gives parent firm a 100 percent share

并获得国外市场100%的利润
in the profits generated in a foreign market

但是 从资本投资的角度看
of serving a foreign market

但是 从资本投资的角度看
from a capital investment standpoint

设立全资子公司是成本最高的方法
a wholly owned subsidiary is generally the most

企业得承担海外经营的全部成本和风险
Enterprises have to bear all the costs

企业得承担海外经营的全部成本和风险
and risks of overseas operations

大家可能会问
You might ask here

在如此丰富的进入模式中
how do enterprises make a selection

企业如何来做选择题呢
among these entry modes

最优的进入模式
The optimal entry mode needs

需要和企业的战略捆绑在一起
to be tied with the enterprise's strategy

如果企业的竞争优势
If the competitive advantage

如果企业的竞争优势
of an enterprise

是基于专有技术知识
is based on control over

是基于专有技术知识
technological know-how

最好的选择是全资子公司
the best choice is a wholly-owned

应避免技术授权和合资企业的模式
subsidiary and licensing, and joint venture should be

应避免技术授权和合资企业的模式
avoided to minimize the risk

应避免技术授权和合资企业的模式
of losing control over that technology

当企业的竞争优势基于
If the competitive advantage of an enterprise

管理知识
is based on management knowledge

则合资企业和特许经营方式
joint venture and franchising

是最佳的选择
are the best choices

如果企业的成本压力大
If the cost pressure of the enterprise is high

应倾向于选择出口和
the mode of export and wholly-owned

全资销售子公司的模式
marketing subsidiary should be preferred

这就是本章关于前两个问题的解读
This is the interpretation of the

这就是本章关于前两个问题的解读
first two questions in this chapter

谢谢大家的观看
Thanks everyone for watching

最好的选择是全资子公司

应避免技术授权和合资企业的模式

当企业的竞争优势基于管理知识

则合资企业和特许经营方式

是最佳的选择

如果企业的成本压力大

应倾向于选择

出口和全资销售子公司的模式

这就是这一章关于前两个问题的解读

谢谢大家的观看