外文文献翻译一

外文文献翻译一

外文文献翻译一：

国外市场进入模式

如何进入外国市场有着重大的影响。扩展到海外市场，可以通过以下四个机制，包括出口、许可协议、合资企业和直接投资。

出口

出口是向目标国家出口商品而进入该市场。出口是一个传统和能够与国外市场建立良好基础的方法。由于出口目标国不需要的商品，那么没有必要在国外投资生产设备。大多数的成本与出口采用的营销费用的形式相关的。 出口通常需要四个机制之间的协调，分别是出口方、进口方、运输供应商和政府。

许可证协议

许可证就是指协议当事人授方和被许可方关于让渡财产的文件。这些财产通常是无形的，如商标、专利和生产技术。授权方支付一笔费用，以换取无形财产的使用权和可能的技术援助。由于投资很少的一部分，需要许可，许可协议提供了一个非常大的机会进入国外市场。然而，由于授权方生产和销售的产品是从制造和营销活动，那么潜在回报可能会丢失。

合资企业

在一个合资中有五个共同的目标：市场进入、风险共享、回报共享、技术共享和产品开发，并符合政府的规定。其他利益包括政治联系和取决于关系进入的分销渠道。

在以下三种情况下，这种联盟往往是有利的。第一，合作伙伴'的战略目标趋于一致，而其竞争的目标背道而驰。第二，相对于行业领导者合作伙伴的规模，市场力量，资源比较小。第三，合作伙伴能够相互学习，同时限制进入其自己的专有技能。

直接投资

外国直接投资（ FDI ）是直接拥有设施的目标国家。它涉及资源转移，包括资本、技术和人员。外国直接投资可通过收购企业或建立新的企业。直接所有权提供了在经营上的高度控制和有以便更好地了解消费者和竞争环境的能力。但是，它需要高度的资源和高度的承受能力。

案例：欧洲迪斯尼

在不同的情况下，需要不同的进入模式。要使一个工程成功，进入模式是一个很重要的因素。沃尔特迪斯尼公司面临的挑战是建立一个在欧洲的主题公园。迪斯尼进入日本市场得到日本的许可。然而，该公司选择了直接投资在欧洲主题公园，拥有49 ％ ，其余51 ％公开举行。除了进入方式的选择，另一个重要因素是迪斯尼在欧洲的位置的决定。在位置的选

外文文献翻译一

择上这有很多的原因，这些问题同时也说明了即使一家公司在过去时间里很成功，作为迪斯尼公司已经与加利福尼亚州，佛罗里达州，东京的主题公园，但不能保证未来成功，特别是当进入一个不同的国家和不同的文化。适当的调整，为国家的分歧始终应。

(摘自: 战略管理)

外文文献翻译一

附原文一：

Foreign Market Entry Modes

The decision of how to entry a foreign market can have a significant impact on the results. Expansion into foreign markets can be achieved via the following four mechanisms.

Exporting

Licensing

Joint Venture

Direct Investment

Exporting

Exporting is the marketing and direct sale of domestically-produced goods in another country. Exporting is a traditional and well-established method of reaching foreign Markets. Since exporting does not require that the goods be produced in the target country, no investment in foreign production facilities is required. Most of the costs associated with exporting take the form of marketing expenses.

Exporting commonly requires coordination among four players.

Exporter

Importer

Transport provider

Government

Licensing

Licensing essentially permits a company in the target country to use the property of the licensor. Such property usually is intangible, such as trademarks, patents, and production techniques. The license pays a fee in exchange for the rights to use the intangible property and possibly for technical assistance.

Because little investment on the part of the licensor is required, licensing has the potential to provide a very large ROL. However, because the licensee produces and markets the product, potential returns from manufacturing and marketing activities may be lost.

Joint Venture

There are five common objectives in a joint: market entry, risk/reward sharing, technology sharing and product development, and conforming to government regulations. Other benefits include political connections and distribution channel access that may depend on relationships. Such alliances often are favorable when:

the partners strategic goals converge while their competitive goals diverge;

the partners size, market power, and resources are small compared to the industry leaders ； partners are able to learn from one another while limiting access to their own proprietary skills.

Foreign direct investment

Foreign direct investment（FDI）is the direct ownership of facilities in the target country. It involves the transfer of resources including capital, technology, and personnel. Direct foreign investment may be made through the acquisition of an existing entity or the establishment of a new enterprise.

Direct ownership provides a high degree of control in the operations and the ability to better know the consumers and competitive environment. However, it requires a high level of resources and a

外文文献翻译一

high degree of commitment.

The case of Euro Disney

Different modes of entry may be more appropriate under different circumstances，and the mode of entry is an important factor in the success of the project. Walt Disney Co. faced the challenge of building a theme park in Europe. Disney s mode of entry in Japan had been licensing. However, the firm chose direct investment in its European theme park, owning 49% with the remaining 51% held publicly.

Besides the mode of entry, another important element in Disney s decision was exactly where in Europe to locate. There are many factors in the site selection decision, and a company carefully must define and evaluate the criteria for choosing a location. The problems with the euro Disney project illustrate that even if a company has been successful in the past, as Disney had been with its California, Florida, and Tokyo theme parks, futures success is not guaranteed, especially when moving into a different country and culture. The appropriate adjustments for national differences always should be made.

（From：Strategic Management）

外文文献翻译一

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