Platform Enterprises Of Foreign Investment Entry Mode Research

Under the background of rapidly Internet development,Internet platform enterprise as network services company representation is constantly growing in the global scope,it not only showed the huge market and development potential,also affect every aspect of the human production,life style,and even culture,values,social evolution,which is highly concerned by the world.With the vigorous development of the Internet platform economy,there are a lot of scholars started their research on platform enterprise,mainly on the discussion of definition,platform development cycle,business mode and competition strategy between platforms.Very few experts focus on the multinational management behavior of platform enterprises.From angle of Internet platform operating characteristics and the phenomenon of entering the Chinese market,this paper plan to explore difference about factors which can influence the entry mode between the Internet platform and traditional service company,hope to enrich theoretical system of multinational management behavior research of Internet platform enterprises and provides certain theoretical guidance to our country native platform enterprises to carry out the strategy of "going out"practice.Internet platform as a network information service enterprises is obviously different from traditional electronic products in the service sector,it has the characteristics of production and consumption completely inseparable.At the same time,with Internet considered a medium of information spreading global,Internet companies can reach people around the world with "not leaving home".Combination these unique characteristics of the Internet platform and bilateral market attributes will significantly influence the entry mode choice.This paper only concern the Chinese market to judge which factors will affect platform enterprise's market entry mode through the analysis of the traits of the Chinese market environment,integrated with the characteristics of the Internet platform,trying to summary the factors which create positive or negative influence on high control entry modes.First of all,this paper studied many researches about the definition of platform enterprise,learned different scholars insights on the platform enterprises,concluded the three key points of the concept of platform enterprises,generally understand the different types of platform firms by citing the classification of platforms by Evans who is a famous expert in the field of bilateral market research.Compared to competition pattern research of traditional service enterprises,this paper summarizes six kinds of competitive strategy mainly adopted by the platform enterprises.Secondly,under the basis of having a deep understanding on the nature of the Internet platform enterprise,this paper reviewed the research of entry modes classification,related influence factors,and the classic theory of entry mode model,laying a theoretical foundation for the following research.Then the writer sort out a model for entry mode decision based on the analysis of two aspects which includes Internet enterprise itself and China's environment.After completing assumption of the theory,finally,this paper selected three typical cases of Internet platform data to accomplish comprehensive analysis and cluster across the case studies to verify the applicability of the proposed model.