CHAPTER 1 1 CHAPTER 2 5

Transcription

1 Contents CHAPTER 1 1 INTRODUCTION BACKGROUND PROBLEM STATEMENT RESEARCH OBJECTIVES RESEARCH METHODOLOGY ASSUMPTIONS 3 CHAPTER 2 5 LITERATURE REVIEW CHINA INTERNET MARKET China Internet Trends Main Investment Sector in China Internet Market MARKET ENTRY STRATEGY MARKET ENTRY MODES RESTRICTIONS OF FOREIGN INVESTMENT IN CHINA INTERNET INDUSTRY (MII 2004) SUMMARY 18 CHAPTER 3 19 RESEARCH METHODOLOGY RESEARCH PURPOSE RESEARCH APPROACH RESEARCH PROCESS Task1: Define and Restrict Entry Modes Task2: Compare Entry Modes RESEARCH STRATEGY DATA COLLECTION SAMPLE SELECTION DATA ANALYSIS 24

2 ii Contents CHAPTER 4 25 EMPIRICAL DATA CASE 1 EBAY INC. (NASDAQ: EBAY) Company Profile Selection of Entry Mode Performance Measures Reselection of Entry Mode CASE 2 GOOGLE INC. (NASDAQ: GOOG) Company Profile Selection of Entry Mode Performance Measures CASE 3 BLIZZARD ENTERTAINMENT Company Profile Selection of Entry Mode Performance Measures 32 CHAPTER 5 34 DATA ANALYSIS MAJOR BARRIERS OF INVESTMENT IN CHINA INTERNET INDUSTRY Legal Barrier Economic Barrier Social Barrier Cultural Barrier Internal Barrier REASONS OF MARKET ENTRY MODES CHOICES IN CASE STUDIES Case 1 ebay Case 2 Google Case 3 Blizzard BE2 OPINIONS FROM FUTURE PLAYER THE9 OPINIONS FROM LOCAL PARTNER A COMPARISON OF MARKET ENTRY MODES IN CHINA INTERNET INDUSTRY 55 CHAPTER 6 60 CONCLUSIONS SUMMARY OF THE RESEARCH Definition and Restriction of Market Entry Modes in China Internet Industry Major Barriers of Market Entry in China Internet Industry Comparison of Market Entry Modes in China Internet Industry LIMITATIONS OF THE RESEARCH FUTURE RESEARCH 63 LIST OF TABLES LIST OF FIGURES

3 iii Contents BIBLIOGRAPHY GLOSSARY APPENDIX

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