台資零售企業在中國市場的發展

The Development of Taiwan Retailing Industry in China.

吳俊宏(Chun-Hong Wu)

指導教授 ： 趙義隆老師

國立臺灣大學/管理學院/國際企業學研究所/碩士(2011年)

https://doi.org/10.6342/NTU.2011.02528

摘要

近年來隨著兩岸之間開放程度擴大，前往中國投資的台灣零售企業也愈來愈多。因此本研究選擇台資零售企業作為研究對象，探討不同零售業態的在中國市場發展過程之中，所對應的國際化動機以及進入模式。回顧零售業、制度理論、國際化動機與進入模式等相關文獻資料，探討台資零售企業進入中國市場的成長模式與發展歷程，建立本研究之觀念性架構，並針對各變數項之定義加以說明，採取個案研究法分析比較。本研究之個案分析對象為「遠東百貨」、「全家便利商店」及「大潤發」，依據本研究之架構進行個案研究，得到下列結論：
零售企業受到國內環境、國際環境及企業內部等因素影響，因而著手進行國際化佈局；在進入目標市場會遭遇來自當地政府的政策制定、現有經濟規模的限制、選擇目標市場的策略及整體環境與技術等當地制度環境的障礙；在新興市場發展，零售企業所需具備之經營團隊、區域性的目標市場、良好政商關係與創新設計及行銷概念等四種成功關鍵要素；最後分析未來發展的機會與作法，分為建立在地式的企業文化、鎖定特地區域市場發展、充分了解市場及創意特色經營手法等四個機會，提供未來有意願發展國際化的台資零售企業參考。
經濟快速增長的新興市場，存在著國民所得明顯差異的情況之下，零售業態的發展會有別於過去的發展經驗，同一個市場上會同時並存許多種類的零售業態，且彼此之間產生的排擠效果有限，具有高度的成長力道。未來台資企業進入中國，必須持續創新提升競爭力、選擇試當的市場區隔創造差異化、彼此之間零售業態或是集團的結合發揮實力、完成資訊管理系統作業模式及人力資源培訓計畫，才有機會達成「深耕中國，放眼全球」的全球布局策略。

關鍵字

零售業 ； 國際化動機 ； 市場進入模式

並列摘要

Last few years, more and more Taiwanese retailers invest in the great China because of the deregulation of the investment. In this paper, the research focused on Taiwanese retailers in emerging Chinese market and discussed their motivation of internationalization and market entry mode. First, we briefly reviewed the concept of retailing, institution-based view, internationalization motivation and entry mode theory, and presented the development and growth model of Taiwanese retailers. Further, we built the structure of concept, and explained every variance in detail. Moreover, we took case study as research method, such as “Far Eastern Department Stores”, “Family Mart Convenience Stores” and “RT-mart”. The following is the conclusion from the case study.
Retailers firms will start internationalize when they face challenges in internal market, international market, or strategic changes of their director. Once the retailers enter into the new market, they will face the barriers from local government policies and regulations, constraints of the economical scale, choices of the target market, technology and market environment. There are four key factors, which will influence the outcome and performance in the development of emerging market, such as executive team, regional target market, well connection between politician and businessman, and innovation marketing concept. According to those research mentioned above, we provided several factors and opportunities that the Tai-capital retailers should consider, when they decide to expand their business to international. We suggest they establish the localize corporation culture, target on specific market, understand the market fully and creative operation strategy.
The development of the retailer industry will not follow the old path under fast-pacing economic growth and great differences of the income level. There will be various types of the retailing in the same market, so firms could deserve great growth and limited crowding out effect. In short, Tai-capital firms have to continually develop innovation, choose adequate market segmentation for differentiation and cooperate with others to share information management system and human capital program. Thus, the Taiwanese retailers will have a deeper regional economic integration within the China market to obtain the global strategy.

並列關鍵字

retail industry ； internationalization motivation ； market entry mode

參考文獻

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