国际经济与贸易学院知识库

当前，中国畜牧业发展已经取得巨大进步，养殖技术综合实力、饲料生产的配套能力、产业转型升级都取得明显提高和进展。但随着市场规模不断扩大、容纳量逐渐不足、市场竞争愈发激烈、且在畜牧养殖环境上也受到明显制约，对于环保要求更加严格，处于不断发展的背景下，畜牧企业就不能拘泥于国内市场发展，开阔视野，将眼光投向国际市场，才能进一步扩大市场规模，增加企业利润，提高企业品牌知名度和影响力。因此，在向国际市场发展中，要处理的第一道难题就是国际市场进入模式的选择。

新希望作为中国畜牧行业领军企业，多年来一直致力于全方位、多维度发展，不仅坚持企业规模养殖升级扩展，而且也对畜牧技术进行研究和提升。而在海外经营上，也不断向外扩展，是国内首批“走出去”畜牧企业，于1997年就开始在海外投资建厂，随后在世界范围内通过入股，兼并收购，联合经营等方式进入国际市场。通过对新希望过往以来国际化发展来看，国际市场进入模式的选择是新希望面对海外发展重中之重。在模式选择上以最适宜模式进入不同国家市场，减少各种因素影响，避免不必要风险损失，帮助新希望以较快步伐不断发展，并一直将国际化经营作为企业的战略目标，发展到现在已成为国内畜牧行业海外发展的领军者。因此对新希望国际市场进入模式的研究十分必要。

本文以新希望集团为研究对象，对其国际市场发展进行系统性分析，为国内畜牧企业国际化进入提供成熟经验和合理建议。研究主要从以下几个方面展开：首先是对新希望目标国家进行细分，然后利用鲁特海外市场进入决策模型，分析不同内外因素对于新希望国际市场进入影响，并研究在三种进入模式下的优劣和风险分析，最后确定最适宜的国际市场进入模式，并从动因方面对国际市场进入提供策略建议。在以新希望进入模式选择的基础上，对于其进一步发展国际化提供指导，同时也为其他畜牧企业国际化发展提供借鉴，促进我国畜牧业更好向国际市场发展，创造属于自己的核心竞争力。

At present, great progress has been made in the development of animal husbandry in China. Significant progress has been made in the comprehensive strength of breeding technology, the supporting capacity of feed production and industrial transformation and upgrading. However, with the continuous expansion of the market scale, insufficient capacity, increasingly fierce market competition, and obvious constraints on the animal husbandry and breeding environment, the requirements for environmental protection are more strict. Under the background of continuous development, animal husbandry enterprises can not stick to the development of the domestic market, broaden their horizons and focus on the international market, so as to further expand the market scale, increase enterprise profits and improve the brand popularity and influence of enterprises. Therefore, in the development of international market, the first problem is the choice of international market entry mode.

As a leading enterprise in China's animal husbandry industry, new hope has been committed to all-round and multi-dimensional development for many years. It not only adheres to the expansion of enterprise scale breeding upgrading, but also focuses on the research and improvement of animal husbandry technology. In terms of overseas operation, it continues to expand outward. It is one of the first domestic animal husbandry enterprises to "go global". It began to invest and build factories overseas in 1997. With the worldwide entry into the international market by means of equity participation, merger and acquisition, joint operation and so on. From the perspective of the international development of new hope in the past, the choice of international market entry mode is the top priority of new hope in the face of overseas development. In terms of mode selection, enter the markets of different countries with the most appropriate mode, reduce the influence of various factors, avoid unnecessary risk losses, help new hope develop continuously at a faster pace, maintain international operation as a development goal of the enterprise until now, and become a leader in the overseas development of domestic animal husbandry industry. Therefore, the research on the entry mode of new hope international market shows that it is very necessary.

Taking new hope group as the research object, this paper systematically analyzes its international market development, and provides mature experience introduction and reasonable suggestions for the international entry of domestic animal husbandry enterprises. The research is mainly carried out from the following aspects; The first is to subdivide the target countries of new hope, and then use the rutt overseas market entry decision-making model to analyze the impact of different internal and external factors on the entry of new hope international market, study the advantages and disadvantages and risk analysis under the three entry modes, finally determine the most suitable international market entry mode, and provide strategic suggestions for the entry of international market from different aspects. Based on the choice of new hope entry mode, it provides guidance for its further development and internationalization, and also provides reference for the international development of other animal husbandry enterprises, so as to promote the better development of China's animal husbandry to the international market and create its own core competitiveness.