The Psychic Distance of the Enterprise Internationalization

摘要

Firstly, this article defines the basic concept of the psychic distance, analyzes the influencing factors of psychic distance and establishes an evaluation model based on fuzzy comprehensive evaluation on the basis of psychic distance.On this basis, the paper made it clear that the psychic distance is an important factor to affect international development of enterprises.When enterprises want to enter the international market, they should choose the national market which perceptual similarity, namely the psychic distance similar country market access to enter.