标题: | 中国大陆市场进入模式之研究─以笔记型电脑产业为例 The Study of the Entry Mode of Investment in China─The Case of Taiwanese Notebook Industry |
作者: | 余章宏 Chang-Hong Yu 黄仁宏 Jen-Hong Huang 管理学院管理科学学程 |
关键字: | 进入模式;海外直接投资;笔记型电脑;Entry Mode;Foreign Direct Investment;Notebook |
公开日期: | 2002 |
摘要: | 近年来,我国面对总体环境改变所产生的竞争压力,市场规模不足、工资上扬、地价飞涨、环保抗争等经济因素的变动,与非经济因素之干扰,使得我国产业环境面临了新的冲击,也促使业者陆续至海外进行投资,尤其是赴中国大陆投资。其主要目的是寻求生产基地、拓大销售市场。另一方面,政府自1987年放宽大陆政策赴大陆探亲以来,海峡两岸间的交流日渐频繁。为了因应全球化趋势与台湾产业环境的变化,企业为了持续保持竞争优势,海外投资是企业必然的选择。而中国大陆具备广大的市场,充沛的劳力、原料等生产要素,再配合大陆当地政府提供各种优惠措施下,鼓励外商或台商投资。因此,中国大陆逐渐成为台湾厂商对外投资的主要选择。 本研究采个案研究法,选取国内四家笔记型电脑厂商之高阶主管,进行深度访谈。探讨影响笔记型电脑厂商进入中国大陆市场之动机,及影响中国大陆市场进入模式之因素。研究结论如下: 1. 笔记型电脑厂商中国大陆之进入模式以独资为主。 2. 笔记型电脑厂商应强化研发、行销核心能力。 3. 笔记型电脑厂商大陆投资时应进行投资风险评估。 4. 影响笔记型电脑厂商中国大陆进入模式因素包括: □外部环境因素中的地区文化熟悉程度、市场需求程度、市场竞争情势、生产要素与基础建设。 □产品或服务特性中的产品或服务的成熟度、顾客满意及需求度、产品或服务专属性。 □内部环境因素中的国际化意愿、企业的规模。 For the past few years, Taiwan’s investment environment has been changed ficerely. For example, the lack of ecomonic scale, the increase of the labor costs, highly increased cost of the land and elevation of environmental awareness, and the non-economic factors’ interference. Thus, Taiwna’s industry is facing a new impact to foster the Foreign Direct Investment to overseas, especially the investment in China. The main purposes of such investments are to evaluate and establish the production sites and to enlarge the market opportunities. In 1987, the government released the law about restricting citizens to commute between Taiwan and China, and the trade between two sides of the Taiwan Strait became more and more important. With the trend of the globalization and the change of the industrial environment in Taiwan, Taiwanese firms should sustain the competitive advantages. The best choice is to undertake the Foreign Direct Investment. China is an emerging market with a lot of advantages, such as growing market, cheaper labors and rich resources etc. The investment incentives of China government allured the foreign or Taiwanese enterprises to invest in China. As a result, China became the best FDI choices for Taiwanese firms. The study is a case study, sampling four companies from Notebook (NB) industry to conduct interview with the top management. The study defined the motivation and the effective factors of entry mode of investment in China for the Notebook industry. The results of the study are as follows: 1.Most of the sampling firms for the NB industry adopted the wholly-owned strategy to enter the China. 2.The NB industry should enhance the core competence on R&D and Marketing. 3.Before investing in China, the NB firms should conduct risk assessment. 4.The factors that influence the choices of entry mode in China include: □External environment factors, such as local cultural awareness, market requirement, market competitives status and production elements & infrustructure. □Product or service factors, such as maturity of the product and service, customer satisfaction and customer requirements. □Internal environment factors, such as willingness of internatioalization and scale of the firms. |
URI: | http://140.113.39.130/cdrfb3/record/nctu/#NT911457002 http://hdl.handle.net/11536/71256 |
显示于类别: | Thesis |