Study On The Legitimacy Acquisition Strategy Of The Vietnam Subsidiary Of Bros Group

Since 2010,China's textile industry has been facing the situation of high environmental protection pressure,the shortage of domestic labor force,increasing labor costs and high production costs.It is urgent to transform and upgrade to achieve sustainable development.With the initiative of "the Belt and Road" in China,many powerful textile enterprises in China gradually transfer capacity to Southeast Asian countries with more abundant resources and cheaper labor force.Vietnam,with its preferential national policies and favorable trade environment,has become a hot area for Chinese textile enterprises to invest in foreign direct investment.However,in practice,a large number of "going out" enterprises appear the symptoms of acclimatization.Due to the differences in laws and regulations,social norms and public perception between China and Vietnam,overseas subsidiaries face serious institutional constraints.By explaining the course of survival and development of Vietnamese subsidiary company of Bros Group in Vietnam,and combining with relevant theories such as institutional distance,legitimacy and market entry mode,this paper makes a systematic,comprehensive and in-depth analysis of the whole process of Bros Group Vietnamese subsidiary from being constrained by institutional environment to breaking the Institutional Dilemma and obtain necessary to the legitimacy of the entire process systematic,comprehensive and in-depth analysis,and acquired the legitimacy of the strategy were discussed and summarized.Finally,it is concluded that the Vietnamese subsidiary of Bros Group mainly adopts isomorphic strategy,compliance strategy and manipulation strategy when facing legitimacy constraints.At the same time,it gives some suggestions on improving its legitimacy strategy from three aspects: internal legitimacy,external legitimacy and internal and external balance.This study shows that in the transnational context,when the Vietnamese subsidiary of Bros Group faces the institutional constraints of China and Vietnam,it is urgent to obtain the necessary internal and external legitimacy to realize its overseas survival and development.Therefore,legitimacy is the key factor affecting the company's survival and development in Vietnam.In the process of China's economic transformation and upgrading,more and more enterprises will try to develop internationalization.The above-mentioned case samples provide reference for Chinese enterprises to "go out".By learning from the legitimacy acquisition strategy of the Vietnamese subsidiary of Bros Group,Chinese enterprises will enhance their ability to acquire legitimacy overseas,and better promote Chinese enterprises to open up international markets and enhance their internationalization.Competitive power.