摘要：伴随着加入WTO，很多的中国企业把目光投向了海外的市场，目前中国有很多的企业加入到了海外市场，这些公司和企业在加入海外市场的种种经历和艰辛。给中国学者和一些企业和研究机构分析海外市场提供了宝贵的实践性经验，本文通过现阶段国际形势的分析，总结国内外海外市场的进入模式，了解国内外海外市场的研究进展，结合淘宝进入日本发展的经验，阐述淘宝进入海外市场的内因和外因，淘宝在进入海外市场时，必须根据自己的条件和进入国各种的政策，从利益最大化的角度出发，来选择最佳的模式，到达双方互利的效果；另外还得考虑定位模式和区域，在条件成熟的时候，适当的考虑欧美市场，找到一个既能适合中国国情,又能防止竞争对手和新进入者轻易复制的盈利模式,是淘宝当前面临的最重要问题。

关键词：海外市场 日本雅虎 市场模式 动因

Abstract：With the accession to the WTO, many Chinese companies focused on overseas market, before there is a lot of Chinese companies to join in the overseas market, the companies and enterprises to enter the overseas market in a variety of experiences and hardships. To Chinese scholars, and the analysis of some enterprises and research institutions overseas markets provided valuable practical experience, this article through the analysis of the present international situation, summarizes the domestic and international overseas market entry mode, combining the experience at the present stage of China's large companies to enter overseas market, analyzes the present situation of taobao entering the overseas market and the behavior and motivation, combined with taobao into Japan's experience, taobao to enter overseas market of internal cause and external cause, taobao entered the overseas market, must according to their own conditions and access to the various policies, from the perspective of benefit maximization, to select the best model, reach mutually beneficial effect; Also have to consider location patterns and regional, when conditions are ripe, appropriate to consider the European and American market, find a can not only suitable for China's national conditions, and can prevent competitors and new entrants to the profit pattern of replication, taobao is the most important problem facing in the current.

Keywords: overseas market  Yahoo of Japan  market model  reason