合理性策略促进企业国际化绩效NC公司的案例研究.pdf

摘 要 “一带一路”战略实施以来，中国企业开始大规模地进行海外投资，收购大 量海外企业和资产，国际化程度不断增高。然而，在中国企业快速国际化的过程 中同样出现了很多例如核心能力不足、品牌知名度不高、资产盈利水平较低等诸 多问题。究其原因，制度理论指出，企业在国际化的过程中必然面临经营环境的 变化，并由此会遇到因规制距离、规范距离和文化认知距离而产生的制度压力， 企业很难获得当地社会的认知信任和情感信任。 本研究正是基于制度理论的视角，分析制度压力、合理性策略以及企业国际 化绩效之间的关系。本文采取案例研究法，以开展国际化较为成功的NC公司为案 例进行深层分析，基于制度合理性及相关研究，构建跨国企业国际化营销策略模 型。指出了基于制度合理性的国际化策略，可以弥合制度距离，并发挥信任的中 介变量作用。企业应该从实用性合理性、道德性合理性和认知性合理性三方面克 服规制距离、规范距离和文化认知距离所带来的制度压力，从而实现认知信任和 情感信任，促进企业实现国际化绩效。本文拓展了企业国际化策略方面的研究， 丰富了制度合理性理论在营销领域的应用，并且为跨国企业在跨国营销中如何构 建信任以及如何实现国际化绩效提供了参考。 关键词：制度距离；合理性；国际化绩效 I Abstract Since Chinas One Belt, One Road strategy 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 institutionalpressure causedby regulatory distance,regulatory distance and cultural cognitive distance. It is difficult for enterprises to obtain the cognitive trust andemotionaltrust oflocal 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 andrelatedresearch,themodel of international marketing strategy of multinational enterprises is constructed. It points out that the internationa