外文文献翻译一

1、外文文献翻译一:国外市场进入模式如何进入外国市场有着重大的影响。扩展到海外市场,可以通过以下四个机制,包括出口、许可协议、合资企业和直接投资。出口出口是向目标国家出口商品而进入该市场。出口是一个传统和能够与国外市场建立良好基础的方法。由于出口目标国不需要的商品,那么没有必要在国外投资生产设备。大多数的成本与出口采用的营销费用的形式相关的。出口通常需要四个机制之间的协调,分别是出口方、进口方、运输供应商和政府。许可证协议许可证就是指协议当事人授方和被许可方关于让渡财产的文件。这些财产通常是无形的,如商标、专利和生产技术。授权方支付一笔费用,以换取无形财产的使用权和可能的技术援助。由于投资很少的一

2、部分,需要许可,许可协议提供了一个非常大的机会进入国外市场。然而,由于授权方生产和销售的产品是从制造和营销活动,那么潜在回报可能会丢失。合资企业在一个合资中有五个共同的目标:市场进入、风险共享、回报共享、技术共享和产品开发,并符合政府的规定。其他利益包括政治联系和取决于关系进入的分销渠道。在以下三种情况下,这种联盟往往是有利的。第一,合作伙伴'的战略目标趋于一致,而其竞争的目标背道而驰。第二,相对于行业领导者合作伙伴的规模,市场力量,资源比较小。第三,合作伙伴能够相互学习,同时限制进入其自己的专有技能。直接投资外国直接投资(FDI 是直接拥有设施的目标国家。它涉及资源转移,包括资本、技

3、术和人员。外国直接投资可通过收购企业或建立新的企业。直接所有权提供了在经营上的高度控制和有以便更好地了解消费者和竞争环境的能力。但是,它需要高度的资源和高度的承受能力。案例:欧洲迪斯尼在不同的情况下,需要不同的进入模式。要使一个工程成功,进入模式是一个很重要的因素。沃尔特迪斯尼公司面临的挑战是建立一个在欧洲的主题公园。迪斯尼进入日本市场得到日本的许可。然而,该公司选择了直接投资在欧洲主题公园,拥有49 %,其余51 %公开举行。除了进入方式的选择,另一个重要因素是迪斯尼在欧洲的位置的决定。在位置的选择上这有很多的原因,这些问题同时也说明了即使一家公司在过去时间里很成功,作为迪斯尼公司已经与加利

4、福尼亚州,佛罗里达州,东京的主题公园,但不能保证未来成功,特别是当进入一个不同的国家和不同的文化。适当的调整,为国家的分歧始终应。(摘自: 战略管理附原文一:Foreign Market Entry ModesThe decision of how to entry a foreign market can have a significant impact on the results. Expansion into foreign markets can be achieved via the following four mechanisms.ExportingLicensingJoin

5、t VentureDirect InvestmentExportingExporting is the marketing and direct sale of domestically-produced goods in another country. Exporting is a traditional and well-established method of reaching foreign Markets. Since exporting does not require that the goods be produced in the target country, no i

6、nvestment in foreign production facilities is required. Most of the costs associated with exporting take the form of marketing expenses.Exporting commonly requires coordination among four players.ExporterImport erTransport providerGovernmentLicensingLicensing essentially permits a company in the tar

7、get country to use the property of the licensor. Such property usually is intangible, such as trademarks, patents, and production techniques. The license pays a fee in exchange for the rights to use the intangible property and possibly for technical assistance.Because little investment on the part o

8、f the licensor is required, licensing has the potential to provide a very large ROL. However, because the licensee produces and markets the product, potential returns from manufacturing and marketing activities may be lost.Joint VentureThere are five common objectives in a joint: market entry, risk/

9、reward sharing, technology sharing and product development, and conforming to government regulations. Other benefits include political connections and distribution channel access that may depend on relationships.Such alliances often are favorable when:the par tners strategic goals converge while the

10、ir competitive g oals diverge;the partners size, market power, and resources are small compared to the industry leaders ; partners are able to learn from one another while limiting access to their own proprietary skills.Foreign direct investmentForeign direct investment(FDIis the direct ownership of

11、 facilities in the target country. It involves the transfer of resources including capital, technology, and personnel. Direct foreign investment may be made through the acquisition of an existing entity or the establishment of a new enterprise.Direct ownership provides a high degree of control in th

12、e operations and the ability to better know the consumers and competitive environment. However, it requires a high level of resources and ahigh degree of commitment.The case of Euro DisneyDifferent modes of entry may be more appropriate under different circumstances,and the mode of entry is an impor

13、tant factor in the success of the project. Walt Disney Co. faced the challenge of building a theme park in Europe. Disneys mode of entry in Japan had been licensing. However, the firm chose direct investment in its European theme park, owning 49% with the remaining 51% held publicly.Besides the mode

14、 of entry, another important element in Disneys decision was exactly where in Europe to locate. There are many factors in the site selection decision, and a company carefully must define and evaluate the criteria for choosing a location. The problems with the euro Disney project illustrate that even

15、 if a company has been successful in the past, as Disney had been with its California, Florida, and Tokyo theme parks, futures success is not guaranteed, especially when moving into a different country and culture. The appropriate adjustments for national differences always should be made.(From:Stra

16、tegic Management外文文献翻译二:市场进入战略市场进入战略是计划一种提供商品和服务给目标市场,当进口或出口服务分销的一种方法,它涉及国外建立和管理合同。有多种方式可以进入国外市场,主要有三个途径:直接、间接出口和在国外生产。出口出口有以下几个优点在本国生产,因此风险比海外要低在投资资源时,使我们有机会在海外市场学习减少了海外业务的潜在风险出口的缺点主要是一些在海外代理产品的代理商,所以无法控制,必须权衡出口的好处。例如,在非洲出口的园艺产品,代理人和荷兰花卉拍卖有能力支配生产者。据科利特(1991出口之间的伙伴关系,主要是出口商、进口商、政府和运输。如果没有这四个协调活动,那么失

17、败的风险就会增加。伙伴之间签定合同买卖是必需的。“挂拖车”出口“挂拖车”出口是一个非常有趣的发展。该方法是指该组织没有出口的技能但可以使用服务。另一种形式是为了充分利用大量买盘一些公司巩固订单。通常这将是在地理上相邻或能够送达,也就是说,在空中航线。例如,津巴布韦的化肥生产商,可以与产品从海外进口的南非进行“挂拖车”出口。补偿贸易到目前为止,最大的间接方法是补偿贸易出口。竞争强度意味着有越来越多的投资市场。在这种情况下,该组织可能会把业务扩大到市场竞争激烈的地方,但货币基础的汇率是不可能的。此外,国家贸易尽管有一定程度的竞争,但货币又是一个问题。补偿贸易还可以用来促进国内产业或者原材料供应不足

18、。它可以,也给予基础的互惠贸易。补偿贸易有以下几个缺点:关贸总协定未涉及的“倾销”可能会发生质量不符合国际标准的,但价格昂贵的卖给客户品种太多,市场是有限的难以确定价格和服务质量交付和规范的不一致很难恢复外汇交易，所以质量可能进一步下跌，因此产品难以进入市场。 许可协议 许可协议有以下几个优点: 在外国有个良好的开端和低风险的生产关系 连锁家长和接收手段的合作伙伴的利益都获得最大的营销 资本不捆绑在国外运作 择购的合作伙伴存在或规定采取特许权使用费的股票 尽管有很多优点，许可协议还有几个主要的缺点: 份有限公司形式的参与-以长度的协议，具体的产品，工艺或商标 潜在的回报少，可能会丢失市场营销和

19、制造 合作开发诀窍，但短期照协议 授权人成为竞争对手，克服了具有跨国技术转让协议 要大量的实际调查、规划和调查 (摘入: 史蒂夫卡特.全球农产品营销管理M.1990 ） 附原文二： Market Entry Strategies A market entry strategy is to plan a method of delivering goods or services to a target market and distributing them there. when importing or exporting services, it refers to establishi

20、ng and managing contracts in a foreign country. There are a variety of ways in which organizations can enter foreign markets. The three main ways are by direct or indirect export or production in a foreign country. Exporting The advantages of exporting are: manufacturing is home based thus, it is le

21、ss risky than overseas based gives an opportunity to "learn" overseas markets before investing in bricks and mortar reduces the potential risks of operating overseas. The disadvantage is mainly that one can be at the "mercy" of overseas agents and so the lack of control has to be

22、 weighed against the advantages. For example, in the exporting of African horticultural products, the agents and Dutch flower auctions are in a position to dictate to producers. According to Collett (1991 exporting requires a partnership between exporter, importer, government and transport. Without

23、these four coordinating activities the risk of failure is increased. Contracts between buyer and seller are a must. Piggybacking Piggybacking is an interesting development. The method means that organizations with little exporting skill may use the services of one that has. Another form is the conso

24、lidation of orders by a number of companies in order to take advantage of bulk buying. Normally these would be geographically adjacent or able to be served, say, on an air route. The fertilizer manufacturers of Zimbabwe ,for example, could piggyback with the South Africans who both import potassium

25、from outside their respective countries. Countertrade By far the largest indirect method of exporting is countertrade. Competitive intensity means more and more investment in marketing. In this situation the organization may expand operations by operating in markets where competition is less intense

26、 but currency based exchange is not possible. Also, countries may wish to trade in spite of the degree of competition, but currency again is a problem. Countertrade can also be used to stimulate home industries or where raw materials are in short supply. It can, also, give a basis for reciprocal tra

27、de.Countertrade has disadvantages: Not covered by GATT so "dumping" may occur Quality is not of international standard so costly to the customer and trader Variety is tow so marketing of what is limited Difficult to set prices and service quality Inconsistency of delivery and specification Difficult to revert to currency tr