多國籍公司進入市場模式與行銷組合對績效之影响

The Impact of Multinationals Corporation’s Entry Strategy and Marketing Mix on Market Performance

林志堅(Chih-Chien Lin)

指導教授 ： 蘇婉如

元智大學/管理學院/管理研究所/碩士(2003年)

摘要

為了解多國籍公司於亞太佈局與台灣市場進入模式和銷售組合，對市場績效之影響，本研究針對工程塑膠Nylon產業進行探討，以全球主要供應商於亞太區之佈局並收集相關市場－日、韓、大陸，進行比較，就台灣市場進入模式與行銷組合對績效影響進行探討。
　　研究結果發現，多國籍企業為因應外在環境快速變化和資源的有效運用，其內部組織多為事業部門架構，並以追求利潤為主，所以同一家公司在同一區域，不同部門為因應市場狀況和產品本身之特性，可能有著不同進入模式和行銷組合。
研究也發現，區域佈局對各市場進入模式和行銷組合所投入資源進行分配，同時也決定各市場進入模式和行銷組合方式。而市場進入模式和行銷組合方式對績效之影響來自所提供之服務特性是否能符合市場之需求。而多國籍公司之公司形象、產品特性、品類多寡及區域銷售人力配置，也對供應商選擇代理商的能力和代理商本身投入的資源意願產生影響。

關鍵字

進入模式 ； 行銷組合

並列摘要

t is the purpose of this research to provide a more systematic overview of the operations of the multinational corporation operation in the Asian Pacific region and, specifically, to analyze the impact of their entry strategy and marketing mix on market performance in Taiwan. Here marketing mix refers to the decisions on product, pricing, and sales mix (which includes sales force and distributors). This research collects global key suppliers’ performance data in the Asian Pacific region, and compares the market situation in Taiwan with those in Japan, Korea, and China. Industry interviews and surveys are conducted to collect further information from sales managers of major suppliers, distributors and customers (i.e., downstream manufacturers) to examine how multinational corporations’ entry strategy and marketing mix influence their performance results.
In order to meet the challenges of the fast-changing marketplace and fulfill the need to effectively utilize corporate resources, multinational corporations have adapted the concept of strategic business unit. Each business unit is responsible for its own profit and becomes more independent in its strategic planning and operations. This research demonstrates that although all business units are under the same umbrella company, different business units may choose to adopt different entry strategies and marketing mixes given their differences in market conditions and product characteristics.
The results of this research also show that the regional strategy of a multinational corporation affects its resource allocation among different countries within the region, which consequently determines the entry strategy and sales mix at a specific country market. The impact of entry strategy and sales mix on the performance is determined by whether the provided services can meet the requirements of the local customers. Brand name, product characteristics, production portfolio, and regional structure of sales force all work together to influence the supplier’s ability to choose its distributors and the willingness of the distributors to commit their own resources.

並列關鍵字

Entry Strategy ； Marketing Mix

參考文獻

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