隨著國內競爭者的增加及被壓縮的市場，許多零售業採取了國際化的策略把自身產業的市場開拓至其他國家。然而，在其他國家進行市場開拓時則必須面對有別與自身國家的總體環境，例如政治、經濟、社會文化、科技、法律及環境的因素。企業在進行國際市場的開拓時會進行風險評估以了解該國的總體環境、市場的優缺點、及潛在之風險。為了在該國總體環境之下生存，企業則有必要進行相對應之行銷策略以達到期望的績效。
本研究目的為探討馬來西亞及臺灣兩地經營環境，包括經濟、文化、政治、法律之異同對企業的行銷策略影響及比較兩國屈臣氏消費者的消費行為行為，若零售企業所採用之行銷策略符合當地之總體環境，則反映在企業的績效上。
研究方法是以Marketline的PESTLE分析結果比較台灣及馬來西亞的總體環境及透過消費者問卷的發放了解兩國消費者的組成及消費行為，再以這兩項結果來檢視比對兩國屈臣氏現行之行銷策略是否符合當國之總體環境，最後檢視所使用之行銷策略是否有助於企業績效的提升。
本研究發現兩國的消費者對於經濟、文化及屈臣氏所使用之對應行銷策略的看法有顯著的差異，同時兩國的消費組成也顯著影響了消費者對於行銷策略的看法。另外，透過屈臣氏相關文獻及董事經理訪談的節錄，本研究亦發現兩國屈臣氏使用了不同的行銷策略及行銷導向。因此，本研究結果支持國家總體環境將影響國際化企業所使用之行銷策略。若一個企業望從陌生的市場中獲得利益，則必須考量該國家的總體環境

Due to the competitive industry, a lot of retailers have gone through globalization to extend their opportunity towards global market. However, during the exploitation of a new market in a different country, a company may faces a totally different macro-environment, for instance differences in political environment factor, socio-cultures factor, technology factor, legal factor and environment factor. In order to obtain the most benefits out of a stranger market, there is a need to plan out marketing strategies that correspond with the macro-environment. This study has proposed that, economic factors, cultural factors and demographic factors have significant effects on the consumer behaviors, thus retailer will plan out marketing strategy that correspond with the macro-environment factors. Furthermore, proper marketing strategies that suit the macro-environment can generate revenue for the retailer. This study was based on Taiwan and Malaysia A.S. Watson Pharmaceutical Store. Marketline’s PESTLE analysis was used to investigate the differences between macro-environment of Taiwan and Malaysia, while consumer surveys was carried out in the form of questionnaire to investigate the consumer behaviors differences between countries. The results of these two investigations were used to study the marketing strategies that were used by A. S. Watson Pharmaceutical Store of respective country. This study found that countries’ macro-environment has significant effects on consumer’s behaviors. In order to correspond with the macro-environment differences, A. S. Watson Pharmaceutical Store of respective country has taken a different approach on marketing strategy, for instance Taiwan Watson Pharmaceutical Store focused on the promotional activity, new stores opening in the city, introduction of new products and the development of e-commerce. While for Malaysia, the marketing approach is more towards the development of the brand image, store opening that focus on the consumer demographic and populations, as well as the improvements on purchasing environment. This study has showed that macro-environment plays an important factor in the globalization and marketing strategy of a retailer.

第一章、緒論 1
第一節、 研究背景與動機 1
第二節、 研究目的 3
第二章、 文獻探討 4
第一節、 外部環境 5
第二節、 外部環境分析 8
第三節、 消費者行為 9
第四節、 HOEFSTEDE文化五大構面 11
第五節、 產業全球化 12
第六節、 多國際企業行銷策略 12
第七節、 文獻小結與評述 14
第一節、 台灣與馬來西亞兩地商業環境探討 16
第二節、 台灣與馬來西亞兩地文化與消費者組成 27
第三節、 藥妝店定義 29
第四節、 台灣與馬來西亞兩地藥局之經營 33
第四章、研究設計 34
第一節、 研究假設 34
第二節、 研究架構 35
第三節、 觀念性定義 36
第四節、 操作性定義 37
第五節、 實證計劃 38
第五章、資料分析與結果 46
第一節、 台灣與馬來西亞之屈臣氏消費者回收問卷組成及比較 46
第二節、 台灣及馬來西亞之屈臣氏行銷策略分析及比較 63
第三節、 假設的驗證 73
第六章、 結論與建議 75
第一節、 研究結論 75
第二節、 研究貢獻 77
參考文獻 79
附錄 86

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