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市场竞争的日益加剧，迫使企业去开发新产品或寻找新的市场。进入任何市场都是有风险的，许多企业之所以失败，重要的原因是低估了市场进入障碍。 市场进入障碍指的是准备或刚 刚进入某种行业的新全球在同市场上已有企业进行竞争的过程中，可能遇到的不利因素。进入障碍的高低，既反映了市场内已有企业优势的大小，也反映了新进入企业所遇障碍的大小。企业只有对市场进入障碍有着清晰的理解，才能制定出正确的市场进入战略。
Increasing competition in the market forces companies to develop new products or find new markets. It is risky to enter any market and many companies fail because it underestimates barriers to market entry. Barriers to market refer to the disadvantages that new worlds that are ready or just entering a certain industry may face in competition with established players in the marketplace. Enter the level of obstacles, not only reflects the size of the existing business advantages in the market, but also reflects the size of the obstacles encountered by new entrants. Enterprises only have a clear understanding of barriers to market entry in order to develop a correct market entry strategy.