The Legitimate Strategy For Promoting Corporations' Internationalization Performance

Since China's "One Belt,One Road" initiative was implemented,Chinese enterprises began to invest abroad on a large scale,and acquired large numbers of overseas enterprises and assets.However,in the process of rapid internationalization of Chinese enterprises,there are also many problems,such as insufficient core competence,low brand awareness,low level of asset profitability and so on.The reason is that institutional theory points out that enterprises are bound to face the change of business environment in the process of internationalization,and thus will encounter institutional pressure caused by regulatory distance,regulatory distance and cultural cognitive distance.It is difficult for enterprises to obtain the cognitive trust and emotional trust of local society.This study is based on the perspective of institutional theory to analyze the relationship among institutional pressure,rational strategy and corporate internationalization performance.In this paper,the case study method is adopted to analyze the deep content of NC Corporation,which is more successful in internationalization.Based on the system rationality and related research,the model of international marketing strategy of multinational enterprises is constructed.It points out that the internationalization strategy based on institutional rationality can bridge institutional distance and play the role of intermediary variable of trust.Enterprises should overcome the institutional pressure brought by regulatory distance,normative distance and cultural cognitive distance from three aspects of practical rationality,moral rationality and cognitive rationality,so as to realize cognitive trust and emotional trust,and promote enterprises to achieve international performance.This paper expands the research on the internationalization strategy of enterprises,enriches the application of the theory of institutional rationality in the field of marketing,and provides a reference for multinational enterprises in how to build trust and how to realize the internationalization performance.