Abstract
Abstract
Chinese enterprises began contracting overseas projects from 1979. They have gone
through the stages of initial exploration, steady accumulation, rapid expansion, transformation
and upgrading, and now China is worthy of the name as major countries in project contracting
field. In 2013, General Secretary Xi Jinping put forward the Belt and Road Initiative, ushering
in a new historical period for foreign project contracting, with emerging markets in Asia,
Africa, Latin America and other countries becoming the main battlefields. In recent years,
China's foreign project contracting industry has developed rapidly and has become the largest
in the world. However, there is still a certain gap between China and the leading international
enterprises in terms of internationalization and profitability. When Chinese enterprises go
abroad and carry out foreign project contracting, they will inevitably be affected by the "dual
system" of the home country and the host country. The distance between the systems will
produce legitimacy problems. How to deal with and solve the legitimacy problems is the
prerequisite for enterprises to carry out transnational operations. In different situations, the
strategies, methods and results of obtaining legitimacy based on the legitimacy of enterprises
are quite different.
This article through to a local state-owned enterprises in JiangXi province ZC company's
overseas market development depth research, with the method of case study for it enter the
overseas market, described the course of development of business activities, under different
institutional environmentanalysis how toimprove enterprise image,accumulation of
qualifications, credit for the host country government, owners and other stakeholders, Thus
expand the market, broaden the field, and constantly enhance the degree of legitimacy. ZC
Company is a comprehensive multinational business enterprise born in coal mine construction
with a thick history of more than 120 years. It has grown in the market of overseas project
contracting and resource investment and developed in the past 20 years. Through the early
development and expansion, the overseas market operation and development has gradually
matured and become one of the leading enterprises of JiangXi province in foreign economic
cooperation. Through the study of its overseas market legitimacy acquisition path, we can
obtain more legitimacy in the future in new situation, enter the high-end engineering
contracting market to provide reference; At the same time, it provides experience and
reference for other foreign project contracting enterprises, especially local enterprises, to go
abroad and build international brands.
The case mainly describes the three stages of ZC company's entry into the overseas
II
ZC公司海外市场进入的合法性获取案例研究
market: the initial stage, the growth stage and the maturity stage. Representative events are
selected from these three stages to present the development process of ZC company's overseas
market, and to summarize its difficulties and solutions. The case analysis part mainly starts
from the market entry mode of ZC company in the process of overseas expansion and the
legal obstacles encountered, analyzes the causes and strategies of the legal problems, so as to
extract what kind of legal strategies are used in different stages to enhance the legitimacy.
Legitimacy theory and market entry mode theory in this thesis, with case analysis, and design
the ZC outbreak era the legality of the company to get the new plan, put forward the "overseas
is preferred, engineering construction and engineering services to upgrade the gradient"
strategic objectives, risk prevention and control, organization guarantee and diversified
development system of the relevant measures.
Key Words: Legitimacy acquisition; Market entry mode; Overseas market; Project
contracting; A case study
III
目录
目
录
1绪论...................1
1.1研究背景..............1
1.2选题意义..............2
1.3案例资料收集方法与过程..............2
1.4案例内容结构与安排...............3
2案例正文..................4
2.1引言...............4
2.2初创期：探索海外市场（2002-2006年）........ 4
2.2.1十年坚守，赢得起点...........4
2.2.2奥兰项目，一炮而红...........5
2.2.3马来西亚，化解危机...........6
2.3发展期：扩展海外市场（2007-2011年）.........7
2.3.1发展受阻，突破原市场..............7
2.3.2吸取教训，进军阿联酋..............7
2.3.3合作共赢，投资朋古鲁..............9
2.4成熟期：享誉海外市场（2012年至今）........11
2.4.1交流融合，得到理解.........11
2.4.2兼容并蓄，扎根属地.........12
2.4.3文化输出，走上国际.........13
3案例分析...............15
3.1研究问题............15
3.2分析思路............15
3.3理论依据............16
3.3.1 SWOT分析法和 PEST分析法.......16
3.3.2市场进入模式理论.............16
3.3.3合法性理论...........16
3.4研究问题分析...........22
3.4.1 ZC公司海外市场的环境分析.........22
3.4.2 ZC公司市场进入模式分析.............25
3.4.3 ZC公司面临的合法性问题分析............26
3.4.4 ZC公司合法性获取战略的应用及结果.......26
3.4.5 ZC公司海外市场合法性获取演化路径.......32
IV