On The International Market Entry Modes Of China's TV Firms

After twenty years' development, China's TV industry has reached a relatively great scale and high level, during which a few firms with competence in the international market have been formed.From the domestic angle, the general trend of TV market is more and more conspicuous: the supply excesses the demand, the manufacturing capacity surplus emerges, the profits slip down constantly; the TV products have no variety, the target markets are highly concentrated; exports decrease because of "anti-dumping" practices in the world market; technological level is lower than that in the developed countries and China' firms haven't owned the core technology of TV.From the international angle, with the development of digital technology, the structure of TV's supply and demand has changed. The TV firms in the developed countries take their technological advantages and put their focus on the hi-tech, hi-value - attached products. Affected by the product life cycle, the developed countries in the product decline period transferred their TV manufacturing base to the developing countries and lead to a domestic TV production vacancy, while the developing countries in the product grow-up period absorbed FDI actively and encouraged the localization of TV manufacturing.In the light of the domestic and international environment, in order to expand market, acquire advanced technology and break trade barriers, it is necessary for China's TV firms to enter the international market. How to choose an appropriatemarket entry mode becomes the first concern of the firms. In China, a few big TV firms have stepped out of the homeland and entered the international market. But from the angle of market entry, there are still many problems. We must confess that China's TV firms are blind when they face the decision-making in the first stage of outgoing. This thesis is mainly to discuss how China's TV firms choose the international market entry modes scientifically.The main contents of this thesis are as following:Chapter one gives a general introduction of the concept of international market entry mode and the relative theories on international market entry, it also introduces the main factors that affect the international market.Chapter two analyzes the environment and motives of China's TV firms entering the international market. It points out that China's TV firms' entering the international market is a must.Chapter three is to discuss the target market and product choosing for China's TV firms entering the international market.Chapter four is the key part of this thesis. On the basis of the target market and product choosing analyses, after summarizing the basic modes of China's TV firms international market entry and analyzing the FDI mode, it puts forth that China's TV firms, at present, should change their export-dominated mode to FDI-dominated mode.Chapter five is to analyze how to use the FDI mode to enter the international market.