A Study On Foreign Market Entry Mode Of Sports Enterprises

The issue of overseas markets entrance mode selection is the controversial problem in the field of multinational company theory. At the beginning, this paper arms to analyze the relevant factors which influence the choice of overseas markets entrance modes based on the Monopoly theory,Eclectic theory and Culture distance theory, and try to make a proposal of market entry mode selection in according with the specialty of the sports enterprises.And then this paper takes NIKE as a typical example and analyzes the dominant issue of NIKE's entrance mode selection in target countries, UK, Germany and China. The author suggests theoretically that NIKE should establish wholly-owned sales company in Britain, set joint-ventures sales company with the local brand sales agent in Germany, and cooperate with sales agent in China. On basis of the above-mentioned research, it could be concluded further that the economical factor,the political factor and culture distance factor are determinant factors which influence NIKE foreign market entry modes. Specifically, the economical scale,the investment-limited policy,the tax policy,the policy durable stability and cultural distances in both country and enterprise contribute to the decision of NIKE foreign market entry mode selection.