向华强在北京被扇耳光,杨澜老公吴征,台湾民主国
1.0 Introduction介绍
1.1 Background背景
随着互联网时代的到来和全球一体化的到来，全球跨境B2C交易量迅速增加，在这一过程中，许多企业通过国际化获得了经营成功，值得注意的是，传统上认为大型企业更有可能在BECA获得国际成功。利用他们拥有更多的资源，但现实是，越来越多的中小服装企业在成立之初就进入了国外市场（Odlin和Benson Rea，2017年）。它们在资源、人才、财力等方面远不及大型企业，因此，自20世纪90年代以来，它们在国际上取得成功的原因引起了许多学者的关注（Mosberger，2011年）。进入2010年，学者们发现，除了传统的市场准入、资源准入、竞争优势准入等模式外，中小企业都是通过互联网实现国际化，这种模式越来越普遍。本研究以嘉盛为例，探讨中小型服装企业如何透过网路进入美国市场。
As the era of the Internet and the global integration comes, the global cross-border B2C volume increased rapidly, in this process, many companies have gained operational success through internationalization, and it is noteworthy that large enterprises have been traditionally believed that they are more likely to be internationally successful because they have more resources, but the reality is that more small and medium-sized garment enterprises have entered foreign markets at the beginning of their establishment (Odlin and Benson-Rea, 2017). They are far less than large enterprises in terms of resources, talent, financial resources and other aspects, so reasons for their international success have caused attention of a lot of scholars since the 1990s (Mosberger, 2011). Entering 2010, scholars have found that in addition to traditional market access, access to resources, access to competitive advantage and other models, small and medium - sized enterprises are through the Internet to achieve internationalization, this model is more and more common. This study aims to investigate how small and medium - sized garment enterprises, taking Jia Sheng as an example, enter the US market through the Internet.
Figure 1 Global cross-border B2C volume from 2014-2020
1.2 Introduction of Jia Sheng Garment嘉盛服装介绍
杭州嘉盛服装有限公司（简称嘉盛）成立于2008年，现有员工约200人，年收入8000万元。 2009年，该公司开始利用阿里巴巴与美国的服装公司合作。由于它提供的产品具有优良的服装质量，低廉的价格，及时的交货，它满足了其国际合作伙伴，以在其成立的早期成功进入国外市场。
Hangzhou Jia Sheng Garment Co., Ltd. (Jia Sheng for short) was established in 2008, so far it has about 200 employees, and the annual revenue has reached 80 million RMB. In 2009, the company began to make use of Alibaba to cooperate with clothing companies in the United States. As it provides products with excellent clothing quality, low prices, timely delivery, it satisfied its international cooperators to achieve the success of entering foreign markets in the early days of its establishment.
考虑到嘉盛发展美国市场的过程，它没有雄厚的资金实力，核心技术优势和现成的国际营销渠道，但它在成立初期就开拓了美国市场，很难想象过去。进入国外市场的中小企业将遇到许多问题，如难以找到合适的市场机会，国际成本高，效率低，以及各种商业风险等。嘉盛成功的关键因素之一是利用互联网和电子商务平台成功克服上述困难。因此，探讨嘉盛利用互联网成功进入美国市场具有重要意义，也为其他中小服装企业实现国际化提供了参考。但是，随着外部环境的变化，如何利用互联网进一步提高嘉盛的国际竞争力，是嘉盛下一步需要解决的问题。Considering the process of Jia Sheng’s developing the US market, it does not have strong financial strength, core technical advantages and ready international marketing channels, but it has developed the US market in the early period when it was established, it was difficult to imagine in the past. SMEs in the process of entering foreign markets will encounter many problems, such as difficulties in finding the right market opportunities, high international cost, low efficiency, and a variety of business risks and so on. One of the key factors of Jia Sheng’s success is the use of the Internet and e-commerce platform to overcome the above-mentioned difficulties successfully. Therefore, it has great significance for me to explore how Jia Sheng makes use of the Internet to successfully enter the US market, and it also provide a reference for other small and medium-sized garment enterprises to realize internationalization. However, as the external environment changes, how to use the Internet to further improve the international competitiveness of Jia Sheng is the real problem that Jia Sheng needs to solve next.
2.0 Research aims and objectives
Based on the above analysis, the research aim was design as that, since 2010, how Jia Sheng (a SME) moves to the US market by using the Internet so as to recommend on SMEs’ penetration in foreign markets. McDougall and Oviatt’s (2000) research reveals the SMEs meet difficulties in entering foreign markets, such as difficulties in finding right market opportunities, high international cost, low efficiency and a variety of business risks and so on. Based on these studies, I have developed the following research objectives.
Research objective 1: To identify the market penetration strategies to enter the US online clothing market;
Research objective 2: To evaluate how JiaSheng has developed and expanded the market in US;
Research objective 3: To determine how the Internet could be used to diversity JiaSheng's products and markets;
3.0 Literature review
3.1 Definition of small and medium-sized enterprises
Small and medium-sized enterprises (SMEs) refer to economic units with relatively small size of personnel, small asset size and small scale of operation (Clercq, Sapienza and Crijns, 2005). Such enterprises are mostly managed by the owners directly and there is less interference by the outside world (Monsberger, 2011). There are different definitions for small and medium-sized enterprises in different countries, such as in the United States, it is defined an enterprise with less than 500 employees; in the United Kingdom, it refers to small and medium-sized enterprises with a small market share, they are managed by the owners themselves and they have independent business, employ less than 200 people (Odlin and Benson-Rea, 2017); in China, small and medium-sized enterprises are enterprises with less than 1,000 employees or operating income of 80 million dollars (Zhang, Tansuhaj and McCullough, 2009).
3.2 Theoretical concepts
3.2.1 Ansoff Matrix
Figure 2 Ansoff Matrix (Ansoff, 1957)
Ansoff Matrix takes product and market as the two basic orientations to distinguish four product/ market portfolio and the corresponding marketing strategy, they are on behalf of enterprises’ four options to achieve income or profit growth, the main logic is that companies can choose four different growth strategies to achieve the goal of increasing revenue (Ansoff, 1957). The four different growth strategies are market penetration, market development, product development and diversification Market penetration takes existing products to satisfy existing customers, by promoting or upgrading the quality of service, etc. to persuade consumers to switch to use different brands of products, or to persuade consumers to change the use of habits, to increase the purchase quantity and so on (Ansoff, 1957). Market development is through providing existing products to develop new markets, companies must find customers with the same product needs in different markets, they often adjust the product positioning and sales methods, but the core technology of products does not have to be changed (Ansoff, 1957). Product development is the introduction of new products to existing customers, through adopting product extension strategy and making the use of existing customer relationships to increase market share (Ansoff, 1957). Diversification refers to providing new products to new markets, it is the most risky diversification strategy because of the fact that the companies’ existing expertise is not useful at this moment (Ansoff, 1957).
Ansoff Matrix reflects four different marketing strategies. This study was based on Ansoff Matrix to analyze Jia Sheng’s successful marketing strategies for its international penetration analysis, and what marketing strategies will be more helpful in the future for its penetration in the foreign markets.
3.2.2 Market penetration strategy
Market penetration is to face the existing customers with existing products, by promoting or upgrading the quality of service, etc. to persuade consumers to switch to use different brands of products, or to persuade consumers to change their use habits , increase the quantity of purchase and so on (Ansoff, 1957). Based on Ansoff Matrix, The risk of implementing the market penetration strategy is minimal and minimum resources are required to be invested. In contrast, implementation of market development strategy, product development strategy will meet the second risk, and the resources required to invest are the second; to carry out diversification business strategy faces the most risk and it needs to invest the most resources. So for SMEs like Jia Sheng, to take market penetration strategy is better for it to avoid market risks and have an access to international success. |
