摘要:在21世纪，中国企业实力不断壮大，“走出去”成为越来越多企业的选择。实现国际化经营，不仅能为企业带来规模经济，而且也为企业提供了开发市场的机会。当企业要进行国际化经营时，就必须考虑目标市场的最佳进入模式。欧美市场是国际市场制高点的标志，进入欧美市场就意味着进入了全球市场。在欧美市场经济萎缩，出口形势严峻的情况下，研究欧美市场的进入模式，对我国企业的“走出去”有更积极的意义。本文将通过对TCL公司液晶电视欧美市场的进入模式的探究，总结其成功之处和经验教训，为中国其他企业的“走出去”提供参考借鉴的作用，使其扬长避短，更好地打开欧美市场的大门。

关键词: TCL，欧美市场，市场进入模式

Abstract:In the 21st century, the strength of  Chinese enterprises has been unceasingly expands, more and more enterprise choose to "going out". Accomplishing internationalized operation,not only help generate economic scale, but also provide enterprises with the development of market opportunities. When enterprise carry on the international operation, they must consider the best entry modes and export strategy to the target market. The European and American market is the sign of the commanding heights of international market, entering the European and American market means into the global market. As Europe and America market economy shrank, the situation of export grimed, the research of the European and American market on the entry modes and export strategy has a more positive significance to our country enterprise's "going out" . This paper will explore TCL corp's entry modes and export strategy to the European and American market ,and  sum up the successes and experience, trying to provide a positive reference for other Chinese companies on "going out" ,make its foster strengths and circumvent weaknesses,open the European and American market  in a better way .

Key Words：TCL ,the European and American market , market entry mode