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博碩士論文 etd-0718112-204229 詳細資訊
Title page for etd-0718112-204229
論文名稱
Title
台商在歐洲市場進入模式之研究-以U公司進入法國和荷蘭市場為例
A Study of Foreign Entry Mode of Taiwanese Company in European Markets-A Case Study of U Company Entering French and Dutch Markets
系所名稱
Department
畢業學年期
Year, semester
語文別
Language
學位類別
Degree
頁數
Number of pages
95
研究生
Author
指導教授
Advisor
召集委員
Convenor
口試委員
Advisory Committee
口試日期
Date of Exam
2012-06-21
繳交日期
Date of Submission
2012-07-18
關鍵字
Keywords
折衷理論、進入模式、法國市場、荷蘭市場、國際化動機
eclectic theory, entry mode, French market, Dutch market, motivation of internationalization
統計
Statistics
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中文摘要
近年來在國際化的浪潮之下,台灣企業更加積極拓展海外市場,於2011年台灣對外貿易總額創歷史新高,成為歐盟第十五大貿易夥伴。歐盟為台灣最大外資投資來源,但台灣僅把歐盟當作對外投資的次要市場,尚未充分善用機會投資歐盟市場。歐盟為目前全球最大的國際單一市場,人口高達5億人,是全球一百三十多國的主要外銷市場及獲得全球最多海外投資的市場,但從貿易比例和歐盟之貿易夥伴排名來看,台灣對歐盟的直接投資過低。
本研究主要目的在於探討台商進入歐洲市場的模式及影響其進入模式選擇的原因,找出台商在歐洲市場進入模式選擇的關鍵影響因素,說明如何評估最適合台商進入歐洲市場的模式,以及解釋為何台商在歐洲市場的投資額並不高。根據本研究架構,首先探討國際化動機、外部的地主國環境因素和內部的企業特性對於台商在歐洲市場進入模式選擇的影響,其次探討出口、獨家代理和合資子公司等不同進入模式的發展過程與改變原因,期望透過文獻探討、次級資料和個案訪談可以歸納出一些發現,以提供未來有意進入歐洲市場的台商做為選擇進入模式時的參考。
研究結果顯示,國際化動機、地主國環境因素和企業特性這三個因素不僅會影響台商在歐洲市場進入模式的選擇,也可透過同時分析其中兩個或兩個以上的因素來評估最適合其本身的進入模式及策略,以提高進入海外市場的成功率。至於台商在歐洲市場的投資額並不高,亦可從國際化動機和企業特性來解釋,由於台商多屬中小企業,缺乏足夠資源與能力,但又希望能用最快的方式進入海外廣大市場,為企業帶來規模經濟的效益,採用出口模式是使台商能最快達到其進入海外市場之目的的進入模式。
Abstract
In recent years, Taiwanese companies have enjoyed a more positive expansion in overseas markets due to increasing internationalization. In 2011, Taiwan's total foreign trade set a new record becoming the EU's 15th largest trading partner. The EU is Taiwan's largest source of foreign investment, but Taiwan only sees the EU as a secondary market for foreign investment and has yet to take full advantage of the opportunity to invest in the EU market. The EU is the world's largest single market which is home to a population of nearly 500 million people, and the EU is a major export market for more than 130 countries and is the market which gets the world's largest overseas investments. However, examining the ranking of the trade ratios of Taiwan and EU trading partners, Taiwan's direct investment in the EU is too low.
The purpose of this study is to investigate foreign entry mode of Taiwanese companies in European Markets and the reasons affecting foreign entry mode choice, to identify the key factors considered by Taiwanese companies in deciding to enter the European market, to explain how to assess the most appropriate entry mode for Taiwanese companies entering the European market, and to explain why Taiwanese companies’ average investment in the European market is low. According to the framework of this study, the first step is to explore the influence of the motivation of internationalization, host country environmental factors, and corporate identity for Taiwan companies when choosing European market entry mode. The second step would be to explore the process of development and changing reasons concerning exports, exclusive agents, and joint venture subsidiary entry mode. Expecting there would be some findings can be summed up through the literature review, secondary data, and interview providing Taiwan companies considering the European market as a reference.
The results of this study show that the motivation of internationalization, host country environmental factors, and corporate identity will not only affect Taiwanese companies in choice of the European market entry mode, but also could be analyzed in which two or more factors to assess the most suitable for its own entry modes and strategies to improve the success rate of entering overseas markets. As cases where the Taiwanese companies’ European market investment is low, this situation could be explained by motivation of internationalization and corporate identity. Since Taiwan companies are mostly small and medium-sized enterprises which lack of adequate resources and capabilities, but want to use the quickest way to enter the vast overseas markets, the export model is the mode that can make Taiwan companies reach its purpose of entering overseas market in the shortest amount of time.
目次 Table of Contents
論文審定書………………………………………………………………………………i
致謝……………………………………………………………………………………ii
摘要……………………………………………………………………………………iii
Abstract…………………………………………………………………………………iv
目錄……………………………………………………………………………………vi
圖次……………………………………………………………………………………viii
表次……………………………………………………………………………………ix
第一章 緒論…………………………………………………………………………1
第一節 研究背景與動機…………………………………………………………1
第二節 研究目的與問題…………………………………………………………4
第三節 研究流程…………………………………………………………………5
第二章 文獻探討……………………………………………………………………6
第一節 國際化動機………………………………………………………………6
第二節 國際市場進入模式……………………………………………………11
第三節 影響進入模式選擇的因素……………………………………………18
第四節 國際化過程……………………………………………………………23
第三章 研究設計……………………………………………………………………28
第一節 研究架構………………………………………………………………28
第二節 研究方法………………………………………………………………29
第三節 研究對象………………………………………………………………31
第四章 產業概況分析………………………………………………………………32
第一節 產業概況………………………………………………………………32
第二節 法國市場環境簡介及台商經營現況…………………………………37
第三節 荷蘭市場環境簡介及台商經營現況…………………………………41
第五章 個案分析……………………………………………………………………45
第一節 個案公司簡介與營運概況……………………………………………45
第二節 U公司在法國市場的進入模式…………………………………………61
第三節 U公司在荷蘭市場的進入模式…………………………………………65
第四節 研究發現………………………………………………………………70
第六章 結論與建議…………………………………………………………………78
第一節 研究結論………………………………………………………………78
第二節 研究限制………………………………………………………………80
第三節 後續研究之建議………………………………………………………80


參考文獻………………………………………………………………………………81
附錄……………………………………………………………………………………84
參考文獻 References
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三、網站部分
U公司,2012,http://www.univacco.com.tw/index.php?lg=2。
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