中國大陸市場的進入模式-台灣廠商的比較性分析

Abstract

本論文探討中國市場的進入模式。中國現在是全球矚目的市場。由於其眾多的人口，中國已經成為全球第七大的經濟體。中國擁有龐大的市場潛力，所以中國市場進入模式的研究室很有需要的。除此之外，台灣是中國的第五大外資來源，因此從台灣廠商的觀點來探討中國市場的進入模式更是有著迫切需要。 首先，本研究檢視中國有關投資的法律，確定以前文獻中提及關於外國市場進入模式的文獻與理論架構，是適用於解釋台灣廠商進入中國市場的進入模式。雖然台灣與中國存在著緊密的關係，但台灣廠商至大陸投資仍然被中國視為外國投資。綜合文獻探討的結果，本研究採用折衷學派的觀點，建立起研究架構，來解釋台灣廠商投資中國市場的進入模式。經由問卷調查的方法，以廣東、福建、上海三地的台商名錄為母體，共計收到104家台灣廠商所回覆的問卷。 研究結果簡述如下： 1. 大公司傾向使用獨資的進入模式。而規模較小的公司則採用合資的進入模式。 2. 如果公司擁有較先進的生產技術，台灣廠商會使用合資的進入模式。 3. 如果公司具有較多由經驗所累積而成的知識，台灣廠商會使用合資的進入模式。 4. 當母公司與子公司之間的資源分享程度愈高，台灣廠商會使用合資的進入模式。 以上四個結果中，有三個與假設產生相反的結果。本研究亦針對這三個不同的結果，詳加討論，提出可能的解釋。經由仔細的探討，讓我們對中國市場有了更進一步的瞭解。

This study explores the antecedents of market entry mode choice in China market. China is the brightest market in the world. With its vast population, China is the world's seventh-largest economy. Since China has great market potential, deciding the appropriate entry mode for China market is timely research issue. In addition, Taiwan has been the fifth largest foreign capital source to China. Understanding China market entry mode choice from the perspective of Taiwan firms is needed. We first reviewed regulations established by China government to make sure it is appropriate to employ the foreign market entry mode framework when analyzing Taiwan firms entering the China market. Though Taiwan has strong ties with China, we conclude that Taiwan enterprise enter China market as foreign investment. In order to explain the entry mode choice, an eclectic perspective is used. The study use mail survey to collect data. Directories of Guangdong, Shanghai, and Fujian were used as sample frame, and 104 useful questionnaire were returned. Empirical results are described as follows: First, large firms tend to use full control entry mode. On the other hand, small firms tend to use share control entry mode. Second, if the firms have more advanced technology with regard to its production or distribution process, Taiwan tend to use share control entry mode. Third, if the firms have more knowledge that is accumulated from learning by doing, Taiwan firms tend to choose share control entry mode. Finally, when the level of resources sharing between the subsidiary and parent firm is high, Taiwan firms tend to use share control entry mode. Three of the four results are not consistent with hypotheses. The study also offers possible explanations to these deviations. With deep discussion to the deviation findings, new insights about the China market are gained from the research.