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    Title: 台商赴大陸投資海外子公司行銷外包的決定因素
    The Determinants of Marketing Outsourcing of Taiwan Manufacturing Subsidiaries in China
    Authors: 吳孟修
    Wu, Meng Hsiu
    Contributors: 翁永和
    吳孟修
    Wu, Meng Hsiu
    Keywords: 對外直接投資
    行銷外包
    服務外包
    Date: 2012
    Issue Date: 2014-01-02 14:43:18 (UTC+8)
    Abstract: 近年來外包決策在廠商間已成為重要的話題,由於市場競爭日益激烈,廠商紛紛將部分業務活動外包,而學術界也已有相關研究與文獻作廣泛討論,惟針對台商赴大陸投資海外子公司行銷外包決定因素之探討仍屬有限。本研究將利用經濟部2007年「製造業對外投資實況調查」問卷資料(調查基準日2006年12月31日)作分析,以投資大陸地區之1313家廠商進行分析探討,採用問卷資料中「廠商最主要海外投資地區事業之行銷方式」為探討主軸,並以交易成本理論、資源依賴理論、資源基礎理論,佐以對外投資理論與服務外包之相關文獻作為研究基礎,進而探討台商赴大陸投資海外子公司行銷外包的決定因素。由實證結果得知,解釋變數中「海外研發密集度(RD)」、「內部技術取得(ITECH)」、「行業分類(INDU)」、「自然資源導向(RES)」、「勞動力導向(LAB)」、「策略聯盟(ALLI)」及「資本密集度(CL)」等變數,均是促使台商赴大陸投資海外子公司傾向行銷外包的重要決定因素。
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    Description: 碩士
    國立政治大學
    行政管理碩士學程
    99921031
    101
    Source URI: http://thesis.lib.nccu.edu.tw/record/#G0099921031
    Data Type: thesis
    Appears in Collections:[行政管理碩士學程(MEPA)] 學位論文

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