中文摘要：

在参与全球化竞争的过程中，面对复杂多变的不确定海外市场，公司需要在出口（EXP）、许可证生产（LG）和海外直接投资（FDI）3类进入模式之间选择．运用在线算法研究了海外市场在线进入模式和转换时机选择问题的决策，设计了海外市场进入模式的最优在线策略．结果显示：海外市场的进入与退出成本将对进入模式的选择与转换时机产生“迟滞作用”，迟滞的幅度受不同模式之间进入与退出成本的差异和不同模式下单位产品成本差异的影响．在经济全球化的趋势下，模型的策略和结论对我国一些国际化经验不足却不得不进入海外市场参与竞争的企业具有一定的借鉴意义．

英文摘要：

A firm must choose an appropriate way to meet the demand of the foreign market when it has decided to enter the foreign market. The entering alternatives which a firm can choose are exporting （EXP） , licensing （LG） , and foreign direct investment （FDI）. This paper develops an online model to the analyze optimal online strategy where the objective is to minimize the cost of meeting the total demand of the foreign market. The focus of the optimal online strategy is to determine the switching, timing between entry modes. Our results show that the entry/exit costs incur a hysteresis phenomenon of switching between different entry modes. The magnitude of hysteresis band is influenced by the differences of entry/exit costs and production costs between the entry modes. The insights obtained from our analysis offer useful guidelines for the decision-makers who lack of international experience regarding entring a lesser-known foreign market.