Performance Evaluation Of Characteristic Agricultural Products’ Market Entry Mode

Market entry mode and performance evaluation are two essential classic theories, determining and how to determine which market entry mode to take, and the various performances under each kind of market entry mode are all valuable topics that worth studying.Agriculture has always been a highly concerned issue of China’s economic and social development, the prospective direction and tendency in which China’s agriculture develops is going to be dominated by characteristic agriculture, of which cross-region marketing is an essential component, thus, successfully achieving cross-region market entry and further expanding the market area is of great significance. China was endowed with vast territory, abundant agricultural resource and with kinds of characteristic agriculture and agricultural products existed, but currently the characteristic agricultural resources were not well developed to transform into economic, ecological and social benefits. Development of the market economic system as well as the improvement of infrastructure lays the foundation for the characteristic agricultural products’market entry, which significantly contributes to improving farmers’ income, developing regional economy and ecological agriculture, as well formation of economic system with local characteristic, it also has practical meaning to enhancing the competition power of China’s characteristic agricultural products. Studying the performance evaluation of the characteristic agricultural products’ market entry, to some extend enriches the market entry theory and has significant reference to studying other industries’ cross-region expansion as well as agricultural products’ marketing.The terminology of market entry theory was always specified to the overseas market entry against the international background. This paper borrowed the basic sense of the overseas market entry theory and applied it to the study of characteristic agriculture products’domestic cross-region market entry mode, analyzed influencing factors and theoretical principle relative to the market entry mode. The determination of market entry mode depends on the nature of the products, the circumstance of the market entered, decision of which market entry mode to adopt should be based on the industry based theory, resource based theory and system based theory together with consideration of resource investment, risk exposure, flexibility and controllability level. The current market entry mode dominated the practice are directly output, contract entry and investment entry, which possess respective advantages and disadvantages, a decision of which mode to take should be tailored on the practical situation. As entry performance was the basic criteria for the market participant’s decision, performance evaluation of each kinds of market entry mode would be the base for studying on the market participant’s determination of market entry mode.Cost management, stakeholder theory and sustainable development theory was the theory base of performance evaluation, generating profit was the operating objective of enterprises, while the characteristic agricultural enterprise was affected by farmers, governments and market, the agricultural product itself closely connected with sustainable development, also operating on a going concern base is another objective of the enterprise’s operating, as such, the performance evaluation index framework should be constructed by studying economic, ecological and social benefits respectively to the farmers, government, enterprises and markets. As both quality and quantity index involved, fuzziness of certain index and incomparability caused by the variety of the market entered, Delphi technique, Expert Analysis Method were applied to calculate the index and Analytic Hierarchy Process was used to distribute the respective weight, which intended to construct a Fuzzy multi-hierarchy comprehensive Evaluation Model, come to an evaluation report by comparing each mode in terms of appraisal and appraisal index under the maximum membership principle. This paper takes sericulture of XiuShui County’s market entry into JiuJiang market as an application case, the evaluation result comes out as credit level, which was in line with the actual situation.