5D Library › 跨文化契约、实物期权与东南亚出海博弈论 · English

第五章 制度距离、宗教伦理与东南亚的多元市场

「东南亚」不是一个市场

中国企业谈出海时常说「做东南亚」,仿佛那是一个市场。实际上,从新加坡到印度尼西亚,从泰国到越南,各国的法律传统、宗教构成、语言、监管方式和商业网络都很不相同。本章用制度经济学的工具,把这些差异放在同一个框架里比较,也说明这种比较的局限。

制度距离

科斯托娃提出用制度距离描述母国与东道国之间的差异,并沿用斯科特的分类,把制度分为三个支柱:规制(法律、监管与执法)、规范(社会认为什么是正当的、值得做的)和认知(人们视为理所当然的思维框架与知识)(Kostova 1999; Scott 1995)。徐与申卡尔进一步论证,制度距离会影响跨国企业在东道国获得合法性的难度、母公司的做法能否顺利转移,以及应当选择什么样的进入方式 (Xu and Shenkar 2002)。盖马沃特则提出一个更面向管理者的框架,把国家之间的距离分为文化、行政与政治、地理、经济四个方面(CAGE),并强调许多企业高估了海外市场的规模、低估了距离的代价 (Ghemawat 2001)。

东南亚五国的制度轮廓

以下概述只是背景,各国规定会修订,具体项目须以当时的官方文本为准。

法律传统。 新加坡和马来西亚的法律体系属于英国普通法传统;马来西亚另设伊斯兰法院,管辖穆斯林的属人法等事项。印度尼西亚的民法传统源于荷兰殖民时期。泰国在十九世纪末二十世纪初的法律改革中参照欧陆法典编纂了民商法典。越南的法律体系属于民法传统,并带有社会主义法律体系的特征。

宗教与商业规范。 印度尼西亚是世界上穆斯林人口最多的国家;马来西亚联邦宪法第三条规定伊斯兰教为联邦的宗教,2020 年人口普查中穆斯林约占六成以上 (Department of Statistics Malaysia 2022)。泰国以上座部佛教为主。新加坡与越南的宗教构成更为多元。对进入这些市场的企业来说,宗教规范既体现在法规里,也体现在消费者的期待中。

证据

清真认证。 印度尼西亚 2014 年第 33 号法律《清真产品保证法》规定,在印度尼西亚境内进入、流通和交易的产品须具有清真认证,由清真产品保证机构(BPJPH,最初设在宗教事务部之下)负责认证,并按产品类别分阶段实施,各阶段期限曾多次调整 (Republik Indonesia 2014)。马来西亚的清真认证由伊斯兰发展局(JAKIM)及各州宗教部门负责,依据 2011 年《商品说明法》及其关于清真认证与标示的法令;在马来西亚,标示「清真」须经认证,未经认证的产品不得作此标示 (Malaysia 2011)。

伊斯兰商法中还有两个与契约设计直接相关的概念:禁止利息(riba)与禁止过度的不确定性(gharar)。后者要求交易的标的、价格与条件足够明确,过度含糊、带有赌博性质的约定被视为无效或不当。这与本书反复强调的「把改变的条件事先写清楚」有一种有趣的呼应:在这种规范里,契约的明确性本身就是一种伦理要求。

佛教伦理中的「正命」(sammā-ājīva,八正道之一)要求以正当的方式谋生。泰国官方推广的「适足经济」理念强调适度、合理与抵御冲击的能力。这些理念对商业行为的实际影响因人而异,不宜简单概括为某国商人「更重视关系」或「更看重长期」,但它们提醒外来者:在许多东南亚社会中,商业合作的正当性不只由合同与利润来衡量。

华人商业网络。 东南亚许多国家有规模可观的华人社群:新加坡居民中华人约占四分之三,马来西亚公民中华人约占五分之一以上 (Department of Statistics Singapore 2021; Department of Statistics Malaysia 2022)。魏登鲍姆与休斯把海外华人企业之间基于亲缘、乡缘和信任的跨国商业联系称为「竹网」(Weidenbaum and Hughes 1996);雷丁则从组织社会学角度描述了这种以家族企业和人际信任为核心的「华人资本主义精神」(Redding 1990)。

注

避免把「华人网络」浪漫化。 这些网络在正式制度薄弱时期曾经是降低交易风险的有效机制,但它们也有封闭、排外、依赖少数关键人物等问题;并且东南亚各国的华人社群在语言、方言群体、宗教、政治处境和与中国大陆的关系上差异很大。一家中国大陆企业不能假定自己会被当然地视为「自己人」。

量化距离:科格特–辛格指数

最常用的文化距离量化方法是科格特与辛格的指数:把两国在霍夫斯泰德各维度上差距的平方,各自除以该维度在所有国家中的方差,再取平均 (Kogut and Singh 1988)。

推导

用霍夫斯泰德等人 2010 年公布的六维分数,计算中国到东南亚五国和美国的科格特–辛格指数,并加入两个非文化层面(清真要求、外资与牌照摩擦)合成一个示意性的「进入摩擦」分数。非文化层面的分值和各层的权重都是作者的假设,用来展示排序如何随假设变化。

# Cultural distance from China to five Southeast Asian markets (and the United States, for contrast),
# with the Kogut & Singh (1988) index on the six Hofstede dimensions as published in Hofstede,
# Hofstede & Minkov (2010): power distance, individualism, masculinity, uncertainty avoidance,
# long-term orientation, indulgence.
#   KS_j = (1/n) * sum_i (I_ij - I_i,China)^2 / Var_i
# Var_i should be the variance across all countries in the database; here it is the variance across
# these seven countries only, so the index is for illustration. (Later online versions of the
# scores show Malaysia's power distance capped at 100 instead of 104.) An entry-friction score then adds
# two non-cultural layers whose weights are the author's assumptions, to show how rankings move.
from statistics import pvariance

DIMS = ("PDI", "IDV", "MAS", "UAI", "LTO", "IVR")
H = {"China":     (80, 20, 66, 30, 87, 24),
     "Malaysia":  (104, 26, 50, 36, 41, 57),
     "Indonesia": (78, 14, 46, 48, 62, 38),
     "Thailand":  (64, 20, 34, 64, 32, 45),
     "Vietnam":   (70, 20, 40, 30, 57, 35),
     "Singapore": (74, 20, 48, 8, 72, 46),
     "USA":       (40, 91, 62, 46, 26, 68)}
VAR = [pvariance([v[i] for v in H.values()]) for i in range(6)]

def ks(c, dims=range(6)):
    return sum((H[c][i] - H["China"][i]) ** 2 / VAR[i] for i in dims) / len(dims)

# Non-cultural layers, 0 (none) to 1 (high), as entered by an analyst for a consumer-goods entrant:
#   halal: share of the mass market where halal certification is expected or required
#   rules: foreign-ownership limits and licensing friction for the planned business (assumed)
LAYERS = {"Malaysia": (0.7, 0.4), "Indonesia": (0.9, 0.7), "Thailand": (0.1, 0.6),
          "Vietnam": (0.0, 0.5), "Singapore": (0.2, 0.1), "USA": (0.0, 0.2)}

print("market     | KS index, 6 dims | KS, original 4 dims | friction (weights 1/1/1) | friction (culture x3)")
rows = []
for c in LAYERS:
    k6, k4 = ks(c), ks(c, range(4))
    f1 = k6 + LAYERS[c][0] + LAYERS[c][1]
    f3 = 3 * k6 + LAYERS[c][0] + LAYERS[c][1]
    rows.append((c, k6, k4, f1, f3))
    print(f"{c:10s} | {k6:16.2f} | {k4:19.2f} | {f1:24.2f} | {f3:21.2f}")
for col, name in ((1, "KS 6-dim"), (3, "friction 1/1/1"), (4, "friction culture x3")):
    print(f"ranking by {name:19s}: " + " < ".join(r[0] for r in sorted(rows, key=lambda r: r[col])))
# market     | KS index, 6 dims | KS, original 4 dims | friction (weights 1/1/1) | friction (culture x3)
# Malaysia   |             2.57 |                1.08 |                     3.67 |                  8.81
# Indonesia  |             1.25 |                1.23 |                     2.85 |                  5.34
# Thailand   |             4.01 |                3.60 |                     4.71 |                 12.74
# Vietnam    |             1.54 |                1.61 |                     2.04 |                  5.13
# Singapore  |             1.35 |                1.21 |                     1.65 |                  4.34
# USA        |             5.64 |                3.55 |                     5.84 |                 17.12
# ranking by KS 6-dim           : Indonesia < Singapore < Vietnam < Malaysia < Thailand < USA
# ranking by friction 1/1/1     : Singapore < Vietnam < Indonesia < Malaysia < Thailand < USA
# ranking by friction culture x3: Singapore < Vietnam < Indonesia < Malaysia < Thailand < USA

几点观察。第一,按文化距离,印度尼西亚、新加坡和越南与中国最接近,美国最远,这与「东南亚对中国企业文化距离较近」的直觉一致。第二,马来西亚的排序随维度选择而变:只用最初的四个维度,它与中国的距离(1.08)是五国中最小的;用六个维度,它排到第四,主要因为长期导向(41 对 87)和放纵(57 对 24)的差距。第三,加入清真要求与外资摩擦后,印度尼西亚从文化上最近的市场变成第三位,新加坡变成摩擦最小的市场。哪个市场「近」,取决于你测量什么、给什么加权。

证据

申卡尔对文化距离这一构念提出了系统的批评,指出它隐含了几个可疑的假设:对称性(中国人进入马来西亚的困难,等于马来西亚人进入中国的困难)、稳定性(距离不随时间变化)、线性(距离越大问题越多)、因果性(距离导致了结果),以及不和谐(假定差异必然带来冲突,而不考虑差异也可能互补)(Shenkar 2001)。他还指出,真正决定合作成败的,往往不是两国平均值之间的「距离」,而是两家组织在具体接触面上的「摩擦」。

网络作为制度的替代

在正式制度不能充分保护交易时,人们靠网络保护自己。格兰诺维特把这称为经济行为的嵌入性:交易嵌在人际关系中,信任与制裁通过关系网络传递 (Granovetter 1985)。乌齐基于对纽约服装业 23 家企业的田野研究提出了嵌入性悖论:嵌入性的益处在达到某个门槛之前随嵌入程度上升,过度嵌入(只与少数紧密关系交易)则会使企业对外部信息与机会变得迟钝 (Uzzi 1997)。

推导

寻找本地合伙人的两条路:在开放市场上筛选(候选人多,但可靠的比例较低,尽职调查也会出错),或通过推荐网络(候选人少,但推荐人以自己在网络中的信誉担保,所以可靠的比例较高)。

# Finding a local partner: the open market versus a referral network (a 'bamboo network' of
# co-ethnic business ties; Weidenbaum & Hughes 1996). Stylised; numbers are assumptions.
#  Open market: 200 candidates; 70 % are reliable. A due-diligence check flags an unreliable firm
#    with probability 0.6 (and wrongly flags a reliable one with probability 0.1). Partner quality
#    (the value created if the partner is reliable) varies across candidates, ~ Normal(10, 3); the
#    firm picks the best-looking unflagged candidate it can find among those it screens.
#  Network: only 20 candidates are reachable, but each comes vouched for by a contact who loses
#    standing in the network if the referral cheats, so the share of reliable candidates is 90 %.
#  An unreliable partner destroys 25 (the firm's specific investments, plus lost time).
import random

def search(pool, reliable_share, screened, rng, flag_bad=0.6, flag_good=0.1, loss=25.0):
    best = None
    for _ in range(min(screened, pool)):
        good = rng.random() < reliable_share
        quality = rng.gauss(10, 3)
        flagged = rng.random() < (flag_good if good else flag_bad)
        if flagged: continue
        if best is None or quality > best[0]: best = (quality, good)
    if best is None: return 0.0, None
    return (best[0] if best[1] else -loss), best[1]

def mean_outcome(pool, share, screened, runs=20000):
    rng = random.Random(7); tot = bad = 0
    for _ in range(runs):
        v, good = search(pool, share, screened, rng)
        tot += v; bad += good is False
    return tot / runs, bad / runs

print("route                                   | candidates screened | mean value | P(unreliable partner)")
for label, pool, share, screened in (("open market", 200, 0.70, 5), ("open market", 200, 0.70, 30),
                                      ("referral network", 20, 0.90, 5), ("referral network", 20, 0.90, 20)):
    v, b = mean_outcome(pool, share, screened)
    print(f"{label:39s} | {screened:19d} | {v:10.2f} | {b:21.1%}")
# The network's closure is also its limit (Uzzi 1997): once the reliable share in the open market
# rises - say, with better courts, credit bureaus and platform ratings - its advantage shrinks.
for share in (0.70, 0.80, 0.90):
    v, b = mean_outcome(200, share, 30)
    print(f"open market with reliable share {share:.0%}, 30 screened: mean value {v:.2f}, P(unreliable) {b:.1%}")
# route                                   | candidates screened | mean value | P(unreliable partner)
# open market                             |                   5 |       6.93 |                 15.7%
# open market                             |                  30 |       9.31 |                 15.9%
# referral network                        |                   5 |      11.44 |                  4.5%
# referral network                        |                  20 |      13.46 |                  4.8%
# open market with reliable share 70%, 30 screened: mean value 9.31, P(unreliable) 15.9%
# open market with reliable share 80%, 30 screened: mean value 11.68, P(unreliable) 10.2%
# open market with reliable share 90%, 30 screened: mean value 13.95, P(unreliable) 4.9%

在这组假设下,推荐网络即使只能接触 20 家候选人,也比在开放市场上筛选 30 家得到更好的期望结果,遇到不可靠伙伴的概率从约 16% 降到约 5%。但程序的最后几行说明了网络优势的来源与限度:它的价值来自开放市场的可靠比例低。当开放市场的可靠比例因为更好的法院、征信与平台评价体系提高到 90% 时,在开放市场上筛选 30 家已经略好于网络。随着东南亚各国的商业登记、电子支付与平台评价体系不断完善,网络的相对优势也可能在缩小,但这需要数据检验。

假说 · 尚未验证

制度摩擦优先于文化距离假说(尚未确立)。对进入东南亚的中国企业而言,项目早期的失败或退出,更多由规制层面的摩擦(认证、牌照、外资限制、数据合规)解释,而不是由国家文化距离解释。可以检验的推论是:在控制行业和企业规模后,以规制摩擦指标预测项目早期退出,应明显优于以科格特–辛格指数预测。如果文化距离的预测力相当或更强,这一假说就被削弱。

本章小结

东南亚是多个市场,各自有不同的法律传统、宗教规范与商业网络。文化距离指数能帮助提出问题,但它的排序随维度与权重而变,也受到「对称、稳定、线性」等假设的批评。宗教规范中的清真认证与禁止过度不确定性,既是合规要求,也提醒外来者:契约的明确性在一些社会里本身就是一种伦理。推荐网络能降低遇到不可靠伙伴的风险,但它的优势随正式制度的完善而缩小。下一章转向合作内部:总部与本地团队的目标不一致时,激励应当怎样设计?

参考文献

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Fan, Y. (2026). Cross-Cultural Contracts, Real Options and Game Theory of Southeast Asian Market Entry: Relational Contracting, Optimal Stopping Thresholds and Institutional Distance, Read Beside the Art of War [跨文化契约、实物期权与东南亚出海博弈论] (Version 1.0.0). 5D Library. https://doi.org/10.5281/zenodo.23753261 · Licensed under Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International (CC BY-NC-ND 4.0).