| In recent years,due to the gradual saturation of Chinese air-conditioning market,rising raw materials and labor costs,and increasing market competition,the development prospects of air-conditioning enterprises are not optimistic.Since “ The Belt and Road ”initiative was launched,trade links between China and countries along the route have been continuously strengthened,and the trade environment has also been improved.The opportunity for Chinese air-conditioning enterprises to penetrate “ The Belt and Road ”region has arrived.However,Chinese air-conditioning enterprises are also facing great internal and external risks,and there is a phenomenon of blind and unscientific choice to enter the mode.Choosing the entry mode is related to the success or failure of the company's international operation,and the way the company enters is affected by various factors.Therefore,it is very important to study how Chinese air-conditioning enterprises choose to enter the region along “ The Belt and Road ”.This thesis uses the cross-case study method to study the choice of Chinese air-conditioning enterprises when they enter “ The Belt and Road ” region.First of all,this thesis expounds the theoretical basis of the international market entry model,which are transaction cost theory and the international production eclectic theory.Secondly,this thesis describes the general situation of the air-conditioning industry entering “ The Belt and Road ” region,including the current situation and the problems.Based on the particularity of China's air-conditioning enterprises and the environment along “ The Belt and Road ”,this thesis constructs the influencing factors framework of Chinese air-conditioning enterprises' entry mode selection from the international production eclectic theory,and introduces the methods available for mode selection.Then,This thesis selects two cases of Guangdong Zhigao Air Conditioning Co.,Ltd.(hereinafter referred to as Zhigao Air Conditioning)and Haier Air Conditioning,and uses the analytic hierarchy process and fuzzy evaluation method to explain how Chinese air-conditioning enterprises choose to enter “ The Belt and Road ” region.Finally,the system summarizes the contents of the previous study and proposes relevant suggestions.The conclusions of this thesis are as follows: First,When China's air-conditioning enterprises enter “ The Belt and Road ” region,they mainly have OEM models and private-label direct investment models which has its own characteristics;Second,the enterprise will follow three major bases: ownership advantage,location advantage andinternalization advantage when it chooses to enter the model.Third,the factors affecting the choice of Chinese air-conditioning enterprises have different weights.The factors that have a greater weight include the technical capabilities of enterprises,the political environment of the host country,and structural incompleteness.These factors have a deeper impact on the mode of choice of enterprises.The innovations of this thesisr is the new angle of topic selection.Based on the characteristics of China's air-conditioning enterprises and the characteristics of their main models,this thesis constructs a relatively complete decision-making framework for enterprise entry mode,which provides a new way of thinking for enterprise decision-making.Previous studies on the overseas expansion path of Chinese air-conditioning companies rarely combined the background of “the Belt and Road”initiative to analyze the choice strategies of trade and investment models.Most of the countries along “the Belt and Road” are developing countries with large populations and strong demand.This thesis grasps the background and fully explores the mode selection characteristics of Chinese air-conditioning enterprises entering this market.Moreover,there are few studies on the choice of the entry mode of air-conditioning companies in the international market,and most of them stay at the level of home appliance companies,and this article is more targeted. |
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