摘 要
随着经济全球化进程加速，企业国际化成为必然趋势，但市场进入障碍是企业国际化战略面临的重大挑战。本研究旨在深入剖析企业在国际化进程中遭遇的市场进入障碍及其应对策略，以提升企业的国际市场竞争力。通过对国内外相关文献的系统梳理，并结合对50家具有代表性的跨国企业的深度访谈和案例分析，研究发现企业在进入国际市场时主要面临制度性障碍、文化差异障碍、竞争环境障碍和技术标准障碍等。针对这些障碍，提出构建多元化的市场进入模式，包括直接投资、战略联盟、特许经营等；强化本土化运营策略，注重文化融合与适应；建立完善的风险预警机制，提高风险识别与应对能力；积极参与国际标准制定，增强话语权。本研究创新性地将定性与定量研究相结合，从多维度解析市场进入障碍的影响因素及作用机理，为企业制定科学合理的国际化战略提供了理论依据和实践指导，有助于企业在复杂多变的国际环境中实现可持续发展。
关键词：企业国际化 市场进入障碍 应对策略
Abstract
As the process of economic globalization accelerates, internationalization has become an inevitable trend for enterprises; however, market entry barriers pose significant challenges to their internationalization strategies. This study aims to thoroughly analyze the market entry barriers encountered by enterprises during internationalization and explore corresponding coping strategies to enhance their international competitiveness. By systematically reviewing relevant domestic and international literature, and combining in-depth interviews and case studies of 50 representative multinational corporations, it was found that enterprises primarily face institutional barriers, cultural differences, competitive environment obstacles, and technical standards barriers when entering international markets. To address these challenges, this research proposes establishing diversified market entry models such as direct investment, strategic alliances, and franchising; strengthening localization strategies with a focus on cultural integration and adaptation; developing comprehensive risk warning mechanisms to improve risk identification and response capabilities; and actively participating in the formulation of international standards to increase influence. Innovatively integrating qualitative and quantitative research methods, this study provides a multi-dimensional analysis of the influencing factors and mechanisms of market entry barriers, offering theoretical foundations and practical guidance for enterprises to formulate scientific and rational internationalization strategies, thereby facilitating sustainable development in the complex and volatile international environment.
Keyword:Enterprise Internationalization Market Entry Barriers Coping Strategies
目 录
引言 1
1市场进入障碍的理论基础 1
1.1国际化战略相关概念 1
1.2市场进入障碍定义与分类 2
1.3障碍对企业国际化的影响 2
2政策法规类市场进入障碍及对策 3
2.1目标国政策环境分析 3
2.2法规限制对企业的挑战 3
2.3应对政策法规障碍策略 4
3文化差异类市场进入障碍及对策 4
3.1跨文化沟通障碍剖析 4
3.2消费者文化习惯差异 5
3.3文化适应性营销策略 6
4经济环境类市场进入障碍及对策 6
4.1目标市场经济发展水平 6
4.2汇率波动风险评估 7
4.3经济环境适应性调整措施 7
结论 8
参考文献 9
致谢 10
