華人關係的影響因素－大陸台商的實證研究

The Antecedents of Guanxi-An Empirical Study of Taiwanese Firms in Mainlandchina

潘偉華(Wei-Hwa Pan) ； 翁正忞(Jeng-Min Wong)

《商管科技季刊》 9卷4期 (2008/12) Pp. 597-628

https://doi.org/10.30083/CMQ.200812.0008

摘要

受到華人傳統集體文化因素的影響以及中國經濟改革之體制因素的衝擊，在中國大陸市場上華人關係(guanxi)的建構、發展、維護與運用普遍受到企業重視。本研究從建構華人關係的角度，針對公司能力、策略取向、進入模式等因素，探討它們對於外商在中國之華人關係網路連結程度之影響效果，藉此提供企業在運用華人關係經營大陸市場時之參考。
本研究以102家赴大陸投資的台商爲對象進行實證研究，研究結果發現：1.採取探勘者策略的台商對水平華人關係（B2B）與垂直華人關係（B2G）都產生較大的依賴，而呈現較高的連結程度；2.技術能力強的台商對水平華人關係與垂直華人關係都產生較大的依賴，而呈現較高的連結；3.管理能力強的台商只對水平華人關係的依賴程度較低，而呈現較低的連結程度；4.以獨資模式進入的台商對水平華人關係與垂直華人關係的依賴程度都較低，而呈現較低的連結程度。另外，某些策略取向與公司能力之交互作用效果，也影響到公司能力對華人關係連結的影響程度。基於實證所顯示的關聯性，本研究建議台商必須衡量企業本身的不同能力優勢並愼選策略取向，以便建構有效的華人關係網路。

關鍵字

公司能力 ； 策略取向 ； 進入模式 ； 華人關係

並列摘要

Owing to the influence of traditional collectivistic culture and institutional impact of resent economic transition in China, issues of guanxi building and utilization have become increasing important and pervasive for the firms operating in China. The research will apply a guanxi building perspective to explore the effects of firm competences, strategic orientation, and entry model on the foreign investor's guanxi network relationship in China. 102 valid questionnaires were collected from the Taiwanese manufacturers in mainland China.
The empirical study finds that 1. when enterprises adopted the prospector strategy, they will prefer to construct a higher lever of both B2B and B2G guanxi network relationship. 2. when enterprises had excellent technique, they will prefer to construct a higher lever of both B2B and B2G guanxi network relationship. 3. when enterprises had excellent managerial capability, they will prefer to construct only a lower lever of B2B guanxi network relationship. 4. when enterprises adopted the wholly owned entry model, they will prefer to construct a lower lever of both B2B and B2G guanxi network relationship. Besides, this study also finds the interaction effects between strategic orientations and firm competences on the utilization of guanxi.
Therefore, the research suggests Taiwanese enterprises investing in China must highlight the firm's competences and strategic orientation in order to construct and develop an effective guanxi network relationship in China.

並列關鍵字

Firm Competences ； Strategic Orientation ； Entry Model ； Guanxi

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