The Study on the Path of Improving Foreign Investment Performance of Private Capital-An Empirical Examination Based on Wenzhou Towards Overseas Investment

摘要

Contingency Theory thinks that the situation decides the management, the strategy influences behaviors, and that the optimal choice for foreign investment entry model should be made according to the overseas market strategy. It also believes that the entry model changes with the shift of the overseas market orientation to achieve the effective strategy matching. Based on the ideology, the paper takes the private capital towards foreign investment as the research object, trying to put the "strategy matching" into the overseas marketing performance relation model. We should decide which entry model can maximize the marketing performance after deeply analyzing overseas market-oriented background in order to build the analysis system of market-oriented-entry model choice-marketing performance evaluation and to open the black box which shows the difference of overseas marketing performance caused by strategy matching.