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    政大典藏 > College of Commerce > MBA Program > Theses >  Item 140.119/116177


    Please use this identifier to cite or link to this item: https://nccur.lib.nccu.edu.tw/handle/140.119/116177


    Title: 跨國公司在台灣的市場進入策略：以電動工具機為例
    The Market Entry Strategy of Transnational Corporations in Taiwan: The Case of the Electric Power Tool Industry
    Authors: 黃培倫
    Huang, Pei Lun
    Contributors: 譚丹琪
    黃培倫
    Huang, Pei Lun
    Keywords: 進入模式
    代理商
    子公司
    電動工具
    Entry mode
    Agents
    Subsidiary
    Power tools
    Date: 2018
    Issue Date: 2018-03-02 12:06:49 (UTC+8)
    Abstract: 這篇論文主要探討兩間外國電動工具製造商，進入台灣的策略選擇是銷售子公司或是代理商為例子。透過與兩間公司訪談，與筆者以前在其中一間電動工具製造商的產業經驗，再經過資料收集、產業報告分析、文獻資料等，來比較兩間公司進入台灣市場的原因，研究結果發現兩間公司進入台灣選擇採用銷售子公司直接銷售或是採用代理商模式，取決於企業自身擁有的資源條件，以及進入國的政治、經濟、文化等環境因素。企業的產品獨特性高，可以採用銷售子公司來進入新市場，如果企業的產品與市場同質性較高，則可採用代理商進入市場。
    This paper focuses primarily on two foreign manufacturers of power tools, and their choice of methods when entering Taiwan market via the used subsidiaries or agents. I compared their decision making process and their considerations of entry in Taiwan markets through in-depth interviews along with my previous first-hand experience in the industrial fields, data collection, industry analysis, and literature review.

    The results showed that whether these two companies choose to adopt the sales subsidiaries or to use agency, depends on the resources they have control over as well as the political, economic and cultural environmental factors of the targeted markets and countries. In theory, if a company`s products are unique, one should consider to use the sales subsidiary to enter the market. On the other hand, if the enterprise`s products are similar to those in the market, one can use agents to penetrate the market.
    Reference: 中文文獻
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    3. 巫立宇、邱志聖（2015）。「銷售與顧客關係管理」，新陸出版。
    4. 司徒達賢（2001） 。「策略管理新論―觀念架構與分析方法」，智勝文化。
    5. 朱文儀、陳建男（2017）。「策略管理」，華泰出版。
    6. 許育瑞（2011/08）。「我國手工具產業之新產品開發與動向解析」，金屬工業研究發展中心。
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    金屬中心ITIS 。
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    11. 吳宏智 （2005）。「從企業機制及內部環境研究跨國公司知識分享實務, 以
    美商3M及德商Degussa公司為例」，台灣政治大學。
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    英文文獻
    1. Agarwal, S., & Ramaswami, S. (1992). Choice of Foreign Market Entry Mode: Impact of Ownership, Location and Internalization Factors. Journal of International Business Studies, 23(1), 1-27.
    2. Anderson, Erin. (1985). The Salesperson as Outside Agent or Employee: A Transaction Cost Analysis. Marketing Science, vol.4, 230-254.
    3. Anderson, Erin., & Anne T. Coughlan. (1987). International Market Entry and Expansion via Independent or Integrated Channels of Distribution. Journal of Marketing January, 28-82.
    4. Anderson, Erin., & David C. Schmittlri. (1984). Integration of the Sales Force: An Empirical Examination. The Rand journal of Economics, vol.15, No.3, Autumn 370-394.
    5. Barkema, H., & Drogendijk, R. (2007). Internationalising in small, incremental
    6. Beige Market Intelligence. (2015). Global Power Tools Market. Strategic Assessment and Forecast 2017-2022.
    7. Bis Shrapnel Business research and forecasting. (2015). Building & Construction in Asia 2015-2019 Taiwan 22-95.
    8. Chen, H., & Chen, T. (1998). Network Linkages and Location Choice in Foreign
    Direct Investment. Journal of International Business Studies, 29(3), 442-465.
    9. Du, J., Lu, Y., & Tao, Z. (2008). FDI location choice: agglomeration vs institutions. International Journal of Finance & Economics, 13(1), 95-100.
    10. Edwin, B. (1996). Transaction Cost Economics, The May Costless Team workshop within NASA space operations.
    11. Hennart, Jean-Francois. (1991). The Transaction Costs Theory of Joint Ventures: An Empirical Study of Japanese Subsidiaries in The United States. Management Science, vol.37, 479-497.
    12. Hill., & Schilling., & Jones. (2017). Hill Strategic Management: Theory 12e.
    13. John, George., & Barton A. Weitz. (1988). Forward Integration into Distribution: An Empirical Test of Transaction Cost Analysis. Journal of Law, Economics, and Organization, vol.4, No.2, Fall 340-360.
    14. Kim, Jooheon., & John D. Daniels. (1991). Marketing Channel Decisions of Foreign Manufacturing Subsidiaries in the U.S. The Case of the Metal and Machinery Industries, vol.31, 123-139.
    15. Klein., Saul., Gary L., Frazier., & Victor J. Roth. (1990). A Transaction Cost Analysis Model of Channel Integration in International Markets. Journal of Marketing Research, vol.27, 196-208.
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    網路部份
    1. Contact Taiwan 優勢產業,（2016/02/24）檢自 https://www.contacttaiwan.tw/company/docdetail.aspx?uid=454&pid=451&docid=113&lang=1
    2. 台灣工具機的精實轉變, （2015/12/11）, 檢自http://twmt.tw/ch/
    3. 金屬情報網, （2016/03/21）, 檢自
    http://mii.mirdc.org.tw/Article/ViewDetail?nid=4815
    4. 2025年全球動力工具市場規模, （2016/08/07）, 檢自
    http://finance.huanqiu.com/roll/2016-08/9248951.html
    5. 中國製造業推動電動工具, （2016/08/07）, 檢自
    http://www.shilitools.com/en/NewsShow.aspx?id=112
    6. 前瞻產業研究院-電動工具, （2017/03/20）, 檢自
    http://big5.baike.qianzhan.com/detail/bk_29803c9c.html
    7. 建材營造產業鏈, （2017/03/20） , 檢自
    http://ic.tpex.org.tw/introduce.php?ic=S000
    8. Bosch官方網站, （2017/02/02） ,檢自 https://www.bosch.com/
    9. Hilti官方網站, （2016/12/21） ,檢自 https://www.hilti.com/
    10. 列支敦士登, （2017/02/18）,檢自https://en.wikipedia.org/wiki/Liechtenstein
    11. Process driven Competence Management: A Case Study at Hilti Corporation. (2017). From: http://cs.emis.de/LNI/Proceedings/Proceedings182/287.pdf
    12. 100 best Companies to work for. (2017). From: http://fortune.com/best-companies/2015/hilti-89/
    13. A direct sales model works only if you are innovative: Hilti’s Pius Baschera. (2017). From: http://www.livemint.com/Companies/3iiOjpfF2U4Q7MPjyyoKPL/A-direct-sales-model-works-only-if-you-are-innovative-Hilti.html
    14. Bosch in China. (2017). From: https://st-nso-cn.resource.bosch.com/media/cn_product/05_news_and_extras_2/bosch_in_china_2015.pdf
    15. Champion 3C spells success for Hilti. (2017). From: http://www.gulfconstructiononline.com/news/6783_Champion-3C-spells-success-for-Hilti.html
    16. Global Player From a Very Small Country: The Case of Hilti. (2017). From: https://www.kornferry.com/institute/28-global-player-from-a-very-small-country-the-case-of-hilti
    Description: 碩士
    國立政治大學
    企業管理研究所(MBA學位學程)
    105363061
    Source URI: http://thesis.lib.nccu.edu.tw/record/#G0105363061
    Data Type: thesis
    Appears in Collections:[MBA Program] Theses

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