Factors Influencing The Process Of International Market Selection During Economic Crisis

The economic crisis that struck the whole world in 2008 caused a heavy blow on the stable development of world economy. With the accelerated globalization of Chinese enterprises, the current crisis inevitably has serious impacts on the Chinese manufacturing enterprises (especially export-oriented enterprises). In order to overcome the plight of development and grasp the opportunities hided, many enterprises develop and implement a great of coping strategies. According to the time that the strategies and tactics needed to be effective, and a rapid response required by the crisis, international market reselection and adjustment prove to be the primary task of coping with the economic crisis.Based on the theoretical foundation derived from a large number of previous studies, this paper attempts to extract the factors which affect the international market selection process, find out reasons that causing different results of international market selection, as well as add Chinese manufacturers samples to related demonstration studies.The paper starts with an integration of the internationalization theory, the enterprise crisis management theory and factors affect international market selection mentioned in relevant researches, summarizes the factors which have impacts on the process of international market selection against the background of economic crisis, and finally builds an international market selection model.In the demonstration part, we select the Zhejiang manufacturing enterprises as empirical samples, reach the conclusion that the factors affect international market selection of Chinese enterprises are the product development advantage, adjustment intention, export market orientation, domestic marketing capabilities and domestic market factors. To hold the initiative of the international market adjustment process, enterprises should enhance their strength through the accumulation of technology, brand and culture. In addition, this paper also explores the key indicators of the behavior of enterprises, and provides some discriminant functions to predict the possible direction of international market adjustment.