國際精品廠商之市場進入模式及程序研究－以B公司進入亞洲及台灣市場為例

The Internationalization Process and Entry Mode of Luxury Brand -"B" British Company to Enter Asian and Taiwan as an Example

楊連欽(Lin-Yam Yeung)

指導教授 ： 王如鈺

中原大學/商學院/企業管理研究所/碩士(2013年)

https://doi.org/10.6840/cycu201300106

摘要

近三十年來，世界富裕人口以及經濟開始由西向東移，再加上美國的次級房貸、歐債危機等問題，令歐美消費能力及意欲銳減，加速了歐美國際品牌大舉擴展甚至將重心移到亞洲地區。
本研究以一個英國國際精品公司為實例，透過深度訪談以及次級資料蒐集的方式，從而了解個案公司將業務擴展到亞洲各國的經過。另主要以台灣巿場為例，探討其進入模式及後續國際化過程，逹成以下目的：
1. 國際精品公司進入亞洲市場之國際市場進入模式及考量。
2. 國際精品公司在市場進入之後，其市場進入模式的調整及歷程。
3. 國際精品公司在亞洲市場經營時，在地區回應(Local Responsiveness)與全球整合(Global Integration)兩者間的實務作為。

經本研究個案分析後，發現1)個案仍以漸進式方式國際化。2)就公司長遠目標來看，需要在各重要巿場設立子公司。3)區域辦公室有利於協調母公司與子公司之間的溝通。4)資訊系統的整合有助提昇公司效率，更有利於公司全球化之整合。5)針對有潛力之巿場，代理商只會是踏腳石。

關鍵字

國際化過程 ； 進入模式 ； 精品

並列摘要

In the past thirty years, the world's affluent population and economic start growing up in Asia Pacific. In addition the U.S. subprime mortgage crisis and European debt crisis. So that the sharp drop in Europe and the United States spending power and desire, to accelerate the European and American international brand massive expansion even focus Move to Asia.
In this study, Based on a British International luxury Brand to the company expanded its business to other Asian countries through the depth interviews and secondary data collection. Mainly in the Taiwan market, for example, investigate its Entry Mode and follow the process of internationalization:
• An International luxury companies to enter to the Asian market Entry Mode and considerations.
• International Luxury Company after market entry, market adjustment and the course of the entry mode.
• International Luxury Company in the Asian market operation. The Practice between Local Responsiveness and Global Integration.
The study found 1) Case Internationalization process is gradually 2) For long-term plan, it is worthy to setup company subsidiary. 3) Regional office will facilitate the coordination of communication between parent and subsidiary. 4) The integration of information systems will help to enhance the company's efficiency, more conducive to the integration of the company's globalization. 5) For the potential market, agents will only be a stepping stone to.

並列關鍵字

Internationalization Process ； Entry Mode ； Luxury

參考文獻

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