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种隐秘的、带有狂欢节气息的情绪开始在那些已经和 即将进入中国的跨国公司中流转. 经过了10多年艰苦的谈判,中国终于加入了WTO.对跨国公司来说,这意味着更为宽松的市场准入限制、更合乎国际规范的商业游戏规则,意味着一个迅速增长的庞大的市场.以WTO这样一个对中国人来说近乎带有神圣意味的符号的名义,跨国公司们觉得美好的明天马上就要来临了. 回想中国刚刚向世界敞开大门的时候,受制于当时的政策和商业环境,跨国公司试探性进入这个充满诱惑的市场,往往更多地是以合资公司的形式出现.为了换取对市场的准入和熟悉,低比例持股、长期的亏损、以利润的无奈割舍似乎是分享中国这个市场蛋糕必然的代价.“老外们”干脆称之为“Buy Time”:以金钱换取必要的时间. 今天,WTO来了,跨国公司独舞的机会更多了.舞台更大了,或许这种不得不Buy的Time也就没有必要了.有人甚至认为,合资公司模式将会在不久的将来迅速萎缩,直到不复存在. 不过事实似乎并不是这样.对于任何试图进入的企业,一个不容回避的事实是,从一个文件的签署(WTO)到最后的实施再到商业环境的真正成熟,将是一个漫长的过程.从最近邮政总局“64号文”的风波中,我们可以看到,跨国公司需要面对的中国市场特色远不是想象的那么简单. 或许Time还?“,”10 year--odd negotiations over China's entry intoWTO were finalized with China's economy totally inte-grated into the world market. For multinationals, it meansless barriels, easier entry, fairer game rules. When Chinaleaked her door to the world two decades ago, manywell--known multinational brands were attempting to diggold in this nation by establishing joint ventures withlocal powers, a kind of comprise to the then economicpolicies. For long time, these brands have had to sufferfrom losses as a result of getting familiar with this vastbut rather unique market. People call it “Buy Time”,which means in a certain period of time, internationalcorporations had to get prepared to lose money in shortterm in order to get even greater gains in long term.The belief that WTO gives these giants an opportu-nity do away withjoint venture andthus long timedeficit, is perhapswrong. They mayhave to pay forsome time in fu-ture. It can beproved by the factthat in China, these corporations have to go throughmany formalities from the signing of a contract to theimplementation of it. China's market is much more com-plicated than people may have thought it to be.It means, they have to continue to buy time for evenlonger.IT