At the end of 20th-century China adopts the open policy in the economy, it promote China's economy grow up promptly. China except and so on India, Brazil, Russia…et, also become an emerging influence in the global economic, that's famous “Golden BRIC” , and then the Next Eleven (or N-11), Association of Southeast Asian Nations, else provided another stage for the global economic development. Along with the time evolution, in these emerging markets, China's economic development has created very big influence for the global economic gradually.
Today, for the enterprises in mature market China has become the best choices of foreign investment. However China adopts the open policy in the economy, but its political institution, the market mechanism and the capital market is still developing. There are many factors will affected the market, these phenomena also generally appear in other emerging markets. Therefore except the traditional strategy what facts have to consider when enter an emerging market, so that the enterprise can get a proper result of investment.
When they entered the Chinese market, there were some common characteristics of enterprises who can occupy certain market share successful. First: They can focus the target markets of initial period, and earn the certain market share quickly ; Second: These companies didn't satisfied the present situation after obtaining the preliminary success, they usually acts immediately according to the market information which obtains, and adjusts its development strategy in China to discovers the next target market to expands the successful achievement; Third: They will establishes a good relationship with the local government and the major industry ; Fourth: These companies take the localization extremely, and can provide various supports, to the local customers and their partners; The fifth: these companies cooperate with the local educational institution, to let the potation users can contact their product popularly.
Through these characteristics we understood that the immature institutions of emerging market, the transnational enterprise must according to their ability to perform a strategy and change the market institutions or adjust the business policy to change or suit the local market, so that develops more business in the new market.