中文摘要 企業在追求成長的過程中,因其所處之產業、市場或地理區域之不同,而面臨不同的策略選擇。由於台灣的經營環境無論是在市場規模或是要素資源均存在一定之限制,因此,「國際化」策略乃成為多數台灣企業在尋求進一步成長時,必然也是不得不然的考量。隨著中國大陸經濟持續高速發展,前往大陸投資設廠儼然成為台灣廠商追求國際化、提昇國際競爭力的最佳途徑。 Kotler(1991)曾指出,企業在發展策略以有效提供目標市場產品與服務時,除了考慮行銷中間商、社會大眾、供應商、競爭者及目標市場消費者外,更不應忽視其社會文化、人口經濟、科技與政治法律等外在環境因素。因此,環境不確定的因素與文化間差異便成為影響台商企業前往大陸發展的重要課題。 本研究旨在探討知覺環境不確定性、跨文化差異對於廠商進入模式之影響。本研究的核心概念是建立在「環境-策略-結構-績效」的基礎上,亦即提出知覺環境不確定、跨文化差異以及國際化策略影響企業進入模式的整合性架構,進而再進一步釐清知覺環境的穩定與否、跨文化差異之衝擊之下,會影響企業採取何種進入模式。 本研究以台灣電子業赴中國大陸投資的廠商為研究對象,共寄發604份問卷,回收有效問卷共43份,回卷資料經因素分析、集群分析、單因子與雙因子變異數分析以及區別分析等統計方法整理後,歸納出數點重要的實證結果: 經統計分析結果顯示,知覺環境不確定性與企業之國際化策略兩項因素均與台商電子業之進入模式具顯著差異,但跨文化因素這項因素未具有顯著差異。 並引導出以下結論: 1. 知覺環境中的一般環境越穩定時,對於台商高科技企業傾向採取獨資模式。 2. 知覺環境中的產業環境越穩定時,對於台商高科技企業傾向採取授權模式。 3. 跨文化差異在本研究未支持原有假設之成立,探討其原因可能由於目前進入大陸經營之台商尚未知覺到此項差異,或者並不認為兩岸文化有所差異所致。 4. 國際化策略對知覺環境不確定性、跨文化差異與進入模式之間具有顯著差異存在。 關鍵字:知覺環境不確定性、跨文化差異、國際化策略
Abstract In the process of pursuing growth, business will face different strategy choices depend on their industry, market, and geography area. Owing to the limitation of market scale and resources in Taiwan, internationalization strategy becomes a choice for Taiwan business seeking for further growth. As the high speed of economical development, investing in Mainland China becomes the best way to improve competition power for Taiwan business. Kotler mentioned that when business are trying to provide products and services, besides the public, suppliers, competitors, and target customers, we should also take external factors into consideration, such as culture, population, technology , law and political affairs. As a result, the factors in Perceived Environment Uncertainty (PEU) and the difference between cultures become the important issue affects Taiwan business going to Mainland China. In this research, we take corporate that had invested in Mainland China as the frame sample. 604 companies were requested to answer the questionnaires by mail, fax and e-mail, and the effective respondents were 43 sets. This study used five statistical inferences (include factor analysis, cluster analysis, One-way ANOVA, Two-way ANOVA and discriminate analysis). After analyzing these data, the conclusions are summarized as following: 1. The steadier in general environment, Taiwan high-tech business tends to take solo ventures mode. 2. The steadier in industrial environment, Taiwan high-tech business tends to take authorization mode. 3. Differences in cross culture haven’t been proven because Taiwan business in Mainland China doesn’t realize this difference. 4. There are conspicuous differences for internationalization strategy among PEU, difference in cross culture and entry mode. Keywords: Perceived Environment Uncertainty (PEU)、cross culture、internationalization strategy