進入國際市場之決策訂定-以台灣銀行業為例

Abstract

本論文探討國際市場進入模式的決策訂定，研究內容鎖定台灣銀行產業，研究中對於企業國際化模式提供了調查結果與具體建議。成功國際化公司的特徵著重在國際化流程的管理、投資風險的知識、以及在風險與市場不確定性之下國外投資的績效。本研究分析Johanson 和 Vahlne兩位學者發展出的國際化流程模式，並輔以經理人在制定國際投資決策下的風險態度，推導出整數規劃模式。研究中並使用敏感度分析法來探討模式參數改變時最佳決策解的變化；進行專家訪談，瞭解台灣銀行產業之發展趨勢，並提供不同的國際投資決策修正模式以供參考。

This dissertation analyzes decision making for international market entry. The focus is on the Taiwan banking market. New findings are presented and suggestions provided for improving decision-making. Successful international firms are characterized by their management of the internationalization process, their knowledge of the risks of their investments and their performance investing abroad under conditions of risk and market uncertainty. This research analyzes the internationalization processes developed by Johanson and Vahlne and derives integer programming models that consider the risk attitudes of managers when making international investment decisions. The methodology includes sensitivity analysis to determine how optimal investment decisions change when the parameters of the model are changed. Expert interviews are conducted to discuss the development of the Taiwan banking market and provide different revised international investment decision models as a reference.