大陸台商外銷通路之研究

The International Marketing Channel of Taiwanese Firms in Mainland China

劉水深(Shuei-Shen Liu)

《管理評論》 16卷2期 (1997/07) Pp. 1-19

https://doi.org/10.6656/MR.1997.16.2.CHI.1

摘要

本研究調查訪問以外銷為主之大陸台商，探討其外銷通路類型及其外銷通路流程，以及影響這些外銷通路流程之因素。經分析整理發現多數大陸台商仍然沿用過去之外銷方式，以台灣母公司為國外市場之資訊中心，在資訊權之運用下，掌控大陸廠之營運指揮權。大陸子廠以生產加工為主要職能，行銷及財務職能較少。

關鍵字

外銷通路 ； 通路流程 ； 海外投資目的

並列摘要

This study surveys the Taiwanese firms in Mainland China who manufacture products mainly for export. The international marketing channel and channel flows are investigated to explore the impact of foreign investment objective, ownership strategy, product category and work division method on channel selection and the type of channel flows. We find that most of them follow the same types of international marketing channel. They centered their home companies on information flow, physical flow, and financial flow of export activities. They control the subsidiary companies in Mainland China with their information power and expert power. The subsidiary company only plays the role of production and involves less in marketing and finance functions.

並列關鍵字

international marketing channel ； channel flow ； foreign investment objective