题目：Market entry barriers in China
主讲人：牛永革 教授（四川大学商学院）
时间：2015年6月5日上午10:30
地点：主楼429
主讲人简介：
    牛永革博士，系清华大学经济12BET博士后，现任四川大学商学院市场营销与电子商务系教授，《营销科学学报》(JMS)编委。他重点从事营销战略、品牌管理、广告管理、市场进入等领域的学术研究工作。近年来主持了国家面上自然科学基金（71172196）、国家社会科学基金（13FGL007）项目，以第一兼通讯作者身份在国际顶级学术期刊Journal of Business Research, Industrial Marketing Management及国内多种重要学术期刊发表学术论文多篇，出版《地理品牌研究》学术专著一本。
内容简介：
    Although industrial economists and strategy theorists provide a considerable amount of research regarding market entry barriers in the context of industrialized countries such as those in North America and Western Europe, few studies focus on entry barriers in the business context of China. Consequently, an understanding of the barriers to entry to Chinese markets as perceived by Chinese business executives is limited in the marketing literature. This research, based on the development and administration of a self-completed survey of one hundred and ninety three Chinese executives, attempts to ascertain the dimensions and order of importance of market entry barriers in this context. The findings of the research indicate seven dimensions of marketing entry barriers and show that business executives in China perceive advertising effects as the most important entry barrier and capital requirements as the least important.


（主办：市场营销系）