Market Entry Options for Foreign Firms

Licensing

Technology transfer is another initial market entry approach used by many companies. It offers short-term profits but runs the risk of creating long-term competitors.

Franchising

China is developing laws which specifically address franchising. Virtually all foreign companies who operate multiple-outlet retail venues either manage the retail operations themselves with Chinese partners (typically with a different partner in each major city) or sell to a master franchisee which then leases out and oversees several franchise territories.

E-commerce

The E-commerce environment is still fairly immature due to the lack of defined regulatory powers over the industry, effective Chinese certificate authentication systems, secure and reliable on-line settlement systems, and an efficient physical delivery system.

Trading Companies

Generally, foreign companies are not permitted to trade in China,with the exception of the products they manufacture in China. With careful selection, training and constant contact, U.S. firms can obtain good market representation from a Chinese trading company, many of which are authorized to deal in a wide range of products.

Notes

market entry市场准入

option n.选项, 选择权

license v.①to give or yield permission to or for同意：给予批准或许可

②to grant a license to or for; authorize.See Synonyms at authorize准许：发放许可证

technology transfer技术转让

initial market entry approach初始市场进入方式

initial adj.of, relating to, or occurring at the beginning; first开始的：开始的，与开始有关的，发生在开始的；首先的

short-term profits短期效益

runs the risk of…冒险……

long-term competitors长期竞争对手

franchise ①n.authorization granted to someone to sell or distribute a company's goods or services in a certain area特许经营权：特许给个人在特定的领土内销售商品或提供服务的权利

②vt.to grant a franchise to赋予特权

multiple-outlet retail多渠道销售（零售）

retail n.the sale of goods or commodities in small quantities directly to consumers零售：直接以小数量售给顾客的货物或商品

venue n.管辖地

retail operation零售业务（经营）

partner n.合伙人, 股东

master franchisee主经销商

franchisee n.总经销商, 有代销权的人或团体

lease out出租

lease vt.to grant use or occupation of under the terms of a contract允诺使用：在契约的有效期限内准许使用或占有

oversee vt.to watch over and direct; supervise看管，指导

franchise territories特许经营区域（范围）

territory n.领土, 地域

E-commerce电子商务

immature adj.不成熟的, 未完全发展的

due to the lack of…由于缺乏……

defined regulatory powers明确的管理权限

define vt.to specify distinctly清楚地规定

例：define the weapons to be used in limited warfare.

明确地规定只能用于局部战争中的武器

regulatory adj.管制的，控制的

certificate authentication system证书认证制度

authentication n.证明, 鉴定

on-line settlement system在线结算制度

physical delivery system实物交割制度

permit v.许可, 准许

market representation

representation n.①the state or condition of serving as an official delegate, agent, or spokesperson代表，代理：作为正式的代表、代理或发言人的状态或情形

②the right or privilege of being represented by delegates having a voice代表权：由具发言权的代表所代表的权力或特权

authorize vt.to grant authority or power to授权，委托：向…授予职权或权力