跨國企業的海外拓展策略 – 以Kirin 企業進入台灣市場研究為例

當公司組織擴展成為國際企業時, 是毫無疑問地此公司組織是已跨越自身國家界線拓展其事業至海外。再來則是會導致此公司組織拓展至海外的另外原因便是該地國內市場飽和及有絕佳的機會進入利基市場 (Kawahara and Speece, 1994)。台灣是個國際化的國家，境內有許多來自不同國家的美食及各式飲品，像是有來自日本、義大利、法國、美國等等 (Chen, 2013)。本研究主專注於公司組織如何成為國際企業的原因，公司組織進入海外新市場的模式為何，國際企業的策略應用，和涉及到該公司組織的供應鏈之管理。為了能發掘此些的來源及證明那些海外新市場的進入模式理論，主要是透過訪談在台灣的日本知名企業作分析，和再次證明那些已提出幾十年的企業組織海外新市場進入模式理論是否還是以此些模式進行。另一方面，國際企業也還是否是運用在地化及區隔化策略與在地競爭對手競爭，並抓住顧客的需求及需要以成為該領域的領導地位和品牌，同時也能持續的有營業額成長。因此，本研究的目的主要是能用實際的訪談模式再次證明那些理論，並也提供給那些公司組織欲於海外新市場投資之需要參考。

關鍵字

組織，股份(有限)公司，飽和，利基市場，新興市場，海外市場，國際企業；供應鏈，跨國公司，在地化策略，區隔化策略，競爭對手，營業額成長

並列摘要

When an organization or corporation increasingly internationalized, there is no surprise that the organization or corporation will expand their business beyond the borders of their own countries. The other reasons for expansion of the organization or corporation to abroad are saturation of home market and excellent opportunities filling in a particular niche market (Kawahara and Speece, 1994). In Taiwan, where is an internationalized country, there are different foreign cuisines and beverages operating in this territory and those are coming from Japan, Italy, France, and the US (Chen, 2013). The focus of the current study is on the reasons of an organization or corporation being internationalizing, the organization or corporation entry modes to enter a novel foreign market, the strategies of international business (IB), and relating to the management of supply chain. To discover these sources and testimony of those theories of entry modes, this author had interviewed a quite famous and well-known Japanese corporation in Taiwan to analyze and re-testify those theories of entry modes which had been proposed for several decades. On the other hand, the multinational corporation is whether to utilize the localization and segmentation strategies to compete with the local rivals, and to grasp the customers’ requires and needs for reaching the position being the leadership in the field, simultaneously continue their revenue growth. The purpose of this study is to actually answer two posited questions, re-testify and manifest those theories, and some hypotheses through interviewing and provide the reference for those organizations or corporations needing to invest in novel foreign markets.