企業國際化進入模式佈局與策略之研究-以蝴蝶蘭產業為例

The internalization strategy and foreign market entry of phalaenopsis industry

黃怡文(I-wen Huang)

指導教授 ： 鄭祥麟

國立中正大學/管理學院/企業管理學系/碩士(2013年)

摘要

台灣蝴蝶蘭產業至海外市場進入模式之主要因素分別為：地主國市場穩定性、廠商資源條件、地主國文化特性及產業因素等四個研究構面，分別提出評估準則，並根據不同公司規模、制度及廠商的資源內化程度，供農企業至海外市場前評估以進行決策與執行市場計畫性生產需求。廠商只有一昧生產蝴蝶蘭種苗，而沒有計畫性嚴格控管數量及品質的話，那麼勢必會因產量過剩而導致虧損；因為蝴蝶蘭為生物科技之產品，無法像工業產品般生產後先儲放再銷售，當蝴蝶蘭苗株在一定養成之成熟苗必須進行銷售。因此，台灣農企業在進入市場之前，必須去面對現有產業態勢，以免造成損失及風險。
企業在內部化優勢及資源基礎架構下，經由內部市場運作，將生產及行銷活動掌控在公司的所有權，不經外部市場契約交易，以獲取在高度控制下子公司所產生的利益，台商以高涉入所有權的進入國際市場模式，主要因其投資所處的經營環境愈不複雜時，則傾向採取高所有權之進入模式來進行投資；此外，廠商在海外營運活動雖跨越了國界市場，易有助於降低企業交易成本、控制行銷通路及維持產品標準等成本，並提供企業海外最佳的進入模式，利用豐富化的國際經驗，可供決策者將過去成功的國際化經驗複製到新市場，讓企業在開拓國外市場的同時，從市場中獲取優勢之競爭位置。
台灣農企業必須加快海外布局的腳步，避免因產業的盛衰，使投資國與民間業者的態度產生一定程度之影響；再者，最重要的還是企業對於未來產業經營方向的作法，須思考改變原有的進入模式，藉由不同文化及地域性的進入模式來探討如何有效擴展海外據點，並衡量適合企業選擇之國際進入模式，以延續企業的生命力，增加自身的競爭優勢，以提高雙方之利潤，才有生存的空間。

關鍵字:內部化優勢、所有權、國際化、資源基礎、交易成本

關鍵字

內部化優勢

並列摘要

The main factors affect Taiwan phalaenopsis companies to chose the mode of entry into foreign market are as follows: stability of host country market, the resources of the company, the host country cultural characteristics and the industry factors. Each factor provides different principles of assessment according to the company size, regulation and the resource internalization for the agriculture company to evaluate before entering the foreign markets. The principles enable the companies to make decisions and execute the production scheduling. If the phalaenopsis supplier produces plants without a strict schedule to monitor both quantity and quality could lead to overproduction and losses. Unlike the industrial products are storable, phalaenopsis are live plants that have to be sold when they reach a certain maturity. Thus, the agriculture companies should look into the current trends in the industry to avoid possible losses and risks before entering the foreign markets.
Business either under the structure of internalization advantage or resource-based view, by using the internal marketing functions to have both production and marketing activities controlled without using the trading contracts through external market to acquire profit produced by the highly controlled subsidiary company. Taiwan businesses take high involvement ownership market entry mode could mainly result in the less complicated management environment, the more inclined to choose high ownership entry mode to invest. Although the overseas business activities of the company will across the country’s border, but it helps to decrease the transaction costs, costs of the marketing distribution channels and the costs to maintain products’ quality. It provides not only the best entry mode for the companies also enrich international experience allowing the decision maker to apply to a new market. Meanwhile, to achieve a better competition position when explore a foreign market.
The Taiwan agriculture companies must speed up to expand foreign markets, not letting the rise and fall of the industry to affect the invest willingness of the invest countries and companies. Furthermore, the most important of all is depending on what kind of future business running directions that business will take. The business must change the original entry mode. Taking different culture and regional angles accordingly to figure an effective entry mode to expand foreign market, and evaluate the suitable entry mode for the business. In order to continue the vitality of the business and to gain competition strength that will bring higher profits to survive.
Keywords: Internalization Advantage, ownership, internationalization, resource-based view, transaction cost

並列關鍵字

internalization advantage

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