公司特性、地主國特性、標準化策略與國際行銷績效之關係

本研究旨在探討公司特性與地主國特性對國際行銷方案標準化程度與國際行銷績效之影響，以及標準化程度和公司特性、地主國特性配合對國際行銷績效之影響。以中華民國自創品牌協會會員、第一至六屆台灣精品標誌廠商及媒體報導自創品牌廠商為抽樣架構。共418家廠商採全部調查方式，以郵寄問卷收集資料，並以廠商之自創品牌最大營業額國外市場為分析單位，共回收有效問卷77份。實證結果，國外市場導向與標準化之關係會受到地主國總體經濟規模與總體環境相似性之干擾，國外銷售比率對廣告標準化有負向影響，來源國形象對產品定位和通路標準化有正向影響，地主國總體環境相似性對廣告標準化有正向影響。其次，廠商國際行銷績效的主要影響因素為國外市場導向、行銷國家數、主觀國際行銷經驗、及地主國總體環境相似性與產品定位標準化之交互作用，均有正向影響。

關鍵字

標準化策略；國外市場導向；國際化程度；來源國；國際行銷績效

並列摘要

The purpose of this study is to investigate the influences of firm characteristics and host country characteristics on the degree of standardization (DOS) as well as international marketing performance, and the influences of fit between DOS and firm characteristics as well as host country characteristics on international marketing performance. The sampling frame are the members of BIPA, the award receivers of the first to the sixth ”It's very well made in Taiwan” mark, and the firms creating own brand reported by media, totally 418 firms. Data are collected by mail surveys to all these firms, and the unit of analysis is the major (the biggest foreign sales amount market) foreign product-market venture. 77 useful samples data were collected. Results of the study show that the relationship between foreign market orientation and DOS is moderated by host country's macro economic scale and macro environment similarity. Foreign sales ratio has negative influence on the degree of advertising standardization. The image of country-of-origin has positive influence on the degree of product positioning and place standardization. Host country's macro environment similarity has positive influence on the degree of advertising standardization. And the major factors influencing international marketing performance are foreign market orientation, the number of host countries, subjective international marketing experience, and the interaction of host country's macro environment similarity and the degree of product standardization, all have positive influences.