关键词: 创造性资产寻求, 子公司影响力, 逆向知识转移, 结构方程模型

Abstract: in order to enhance the independent innovation capability, Chinese enterprises have paid more and more attention on achieving creative assets of domestic countries in investing overseas. So it became much important to discuss how to achieve modern knowledge from other countries. Comparing to the knowledge spillover and technology spillover in FDI from foreign enterprises, to achieve resources and promote the technology level, reverse knowledge transfer from subsidiaries to parent companies in MNEs would be more initiative and effective for Chinese enterprises in the OFDI activities, especially in order to achieve the specific resources and to enhance the independent innovation capabilities. And this paper would try to introduce reverse knowledge transfer into creative-assets achieving investment and improve the possibility of RKT in sharing modern knowledge from domestic countries. In order to reveal the microcosmic factors from the parent companies to encourage the RKT, this paper has introduced a newly-developed questionnaire for the strategic factors and RKT evaluations in Chinese enterprises. And based on the surveying data from Chinese enterprises investing overseas, we have applied the mediation test and structural equation modeling into the research of the effecting factors in RKT. Then it has been found out that the investing motivation and subsidiary power made remarkable effects on the knowledge application and knowledge innovation of reverse knowledge transfer, while the effect of the investing motivation was measured by the creative assets achieving motivation, and the subsidiary power was measured by the controlling degree on subsidiaries through strategy control, culture control and stock control. Furthermore, this paper has also found out that the effect of investing motivation was transmitted by the mediating effect of transferring willing, and the effect of subsidiary power was mainly transmitted by the transferring channels. According to the above conclusions and the supporting analysis of the case study in Huawei, we could establish the reverse knowledge transfer mechanism and make suggestions to Chinese enterprise to achieving creative assets: (1) to encourage the creative assets achieving investment in Chinese MNEs, especially focusing on technology, management skills and marketing, cultural knowledge; (2) to enhance the subsidiary power by increasing the controlling degree in strategy, culture and stock control so as to promote the reverse transferring willing and to improve the transferring channels through a two-way knowledge transferring system by the coding channel and the staff channel; (3) to introduce more and more wholly-owned subsidiaries and holding joint ventures in the overseas investments so as to increase the stock controlling degree; to introduce the unify strategic planning and resource supporting to increase the strategic controlling degree; to develop a highly cohesive culture system to increase the culture controlling degree; (4) to pay more attention to the knowledge designing and innovating besides knowledge applying in order to realize the technology catch-up for our country.

Key words: creative-assets achieving, subsidiary power, reverse knowledge transfer, structural equation modeling