Research On Asean Market Entry Mode Of Chinese Enter Prises

China- asean free trade area was built formally on January 1, 2010, and it is the largest free trade area of China. Cooperation between the two sides not only promotes the development of their own, but also make tremendous contributions to the prosperity and development for this regional. The establishment of china-asean free trade area provide a new opportunity for Chinese companies to enter the asean market. Under the background of the asia-pacific economic cooperation, deepening exchanges with foreign countries and China’s development strategy of "going out", there are great significance to the positive development of Chinese enterprises to enter the asean market.This paper first analyzes the existing relevant theories of international market entry mode, including Transaction Cost Theory, Eclectic Theory, Evolution Theory, Organizational Capability Theory and Decision-making Theory. These theories provide a theoretical basis for Chinese enterprises to enter the asean market. Also analyzes the factors that affect enterprise entry mode choice and the influence factors include internal factors and external factors. Then analyzes the present situation and characteristics of the Chinese enterprises to enter the asean market from three aspects as trade, investment and project contract and then proposes the existing mode of Chinese enterprises to enter the asean market as well as the existing problems.Then this article has carried on the empirical analysis about the different influencing factors of their influnce degree when the enterprise enter the overseas market. The study found that the enterprise itself and host factors are more important when they go abroad, mainly including how much resource of the enterprise, product technology content, the potential of the host country market size, political situation, economic situation, how many, how many competitors, market resources to treat the foreign capital enterprise policy. And on the basis of these factors, analyzes the existing enterprise who has invested in the association of south-east Asian nations. Reach a conclusion that when a company want to entrance ASEAN, it needs to seriously consider the above factors, otherwise it will bring disastrous effect. Finally based on the actual situation of the asean and the empirical results, it gets a decision model that Chinese enterprises how to choice an entry mode to enter the asean market and it provides suggestions so that Chinese enterprises can enter the asean market sucessfully.