投資佈局模式與知覺貿易障礙類型關係之研究 -以台商佈局重要暨新興市場策略群組觀點分析-

Relationship between Modes of Configuration and Types of Perceived Trading Barrier - Strategic Group View of Key and Emerging Markets-

陳弘揚(Hung-Yang Chen)

指導教授 ： 呂鴻德

中原大學/商學院/企業管理研究所/碩士(2010年)

https://doi.org/10.6840/cycu201000275

摘要

在全球化的思維下，世界是平的已成為不爭之事實，屬於淺碟型經濟的台灣，更在全球化的契機之下，在國際經貿的地位由叢爾小島蛻變為全球第17大經濟體、亞洲第五大經濟體與全球第16大貿易國。除了台灣人民胼手胝足的勤奮工作外，遍地開花的台商更是讓台灣在國際之間能大放異彩的要素。然而，2008年的金融海嘯，讓許多國家為了阻隔他國產品與勞動力的輸入，因而採取以鄰為壑的貿易保護主義，使得在各國佈局的台商面臨到貿易障礙上的風險。除此之外，近年來各國之間為了獲取「超WTO協議」優勢，無不相互簽署自由貿易協定（FTA），而因政治因素無法與他國在FTA接軌的台灣，是否會因斷鏈而成為亞細亞孤兒，更成為本研究所關心的主軸。有鑑於此，本研究希望能夠在配合企業本身的屬性與範疇，探討台商在不同區域佈局時，是否會感受到不同的貿易障礙，以了解台商在佈局各地時所受到貿易障礙之影響。
因此，本研究依據相關文獻與研究的參考，在研究架構上以台商佈局模式作為自變數；知覺貿易障礙做為依變數；產業類別與產業特性作為干擾變數；市場策略群組作為系絡變數。並藉由量化的統計分析方式，透過對於在七大、金磚與東協六國佈局台商所做的問卷調查，回收584份有效問卷，進行相關統計分析，進而得到下列結論：
1. 在主效果部份：經過本研究數據分析，在台商佈局模式與知覺貿易障礙上做探討時，在假設上均是不成立的，從H1與H7的檢定中可以看出結果。其原因在於：（1）主導企業佈局的思考點擁有更高的策略層級，並非僅所知覺到的風險可概括而定；（2）即便該國家的貿易障礙確實侵蝕到廠商的利潤，但在「機會大於威脅」、「整體利益大於整體損害」的情況下，對於其佈局模式亦不會有決定性的影響；（3）台商知覺到的貿易障礙僅能成為其考量總體環境風險之一，並無法成為決定是否致該地佈局的主因。
2. 在干擾效果部份：經過本研究數據分析，在產業特性與企業特性上做探討時，在假設上是部分成立的，從H2、H3與H4的檢定中可以看出結果。顯示不同的產業、企業規模大小都會影響台商在佈局時，所知覺到的貿易障礙。
3. 在系絡效果部份：經過本研究數據分析，在市場策略群組對自變數與應變數做探討時，在假設上均為成立，從H5與H6檢定中可看出結果，突顯系絡效果比主效果更為重要，意味台商投資時，區位選擇的重要性較感受到的貿易障礙反而更為重要。

關鍵字

重要市場 ； 新興市場 ； 市場略群組 ； 佈局模式 ； 知覺貿易障礙

並列摘要

In the concept of globalization, the world is flat, has become an indisputable fact. Under the globalization, Taiwan belongs to saucer-shallow economic, and this small island has become the world's 17th largest economies, the fifth in Asia, and the 16th largest trading nation in the world. In addition to the hard-working Taiwanese people, the overseas Taiwan’s enterprises are the essential factor to make Taiwan more brilliant in the international economy. But in the financial crisis of 2008, many countries took thy-neighbor trade protectionism to block the importation of foreign products and labor. Therefore, the overseas Taiwanese firms had to face the risk of trading barriers. Besides, in recent years, in order to obtain the advantage of “WTO-Plus Agreement ", many countries signed free trade agreement (FTA) to each other without exception. However, Taiwan is not able to connect with other countries in the integration of the FTA because of its political considerations. Whether Taiwan will become an Asiatic orphan due to this disconnection has become the main issue in our study. In this research, we are going to discuses the impact of trading barriers when Taiwanese firms invest in different regions.
According to the related literature and studies, this research regards the modes of domestic market of Taiwanese firms as independent variables; perceived trading barrier as dependent variables; types of industry and its feature as moderator variables; marketing strategic group as contextual variables. There are 584 valid surveys collected from various Taiwanese enterprises that have invested in G7, BRICs, and ASEAN6, and conducted statistical analysis through quantitative statistical analysis for this study. The main conclusions of this study are as follows:
1. The main effect: from data H1 and H7 of this analysis, the hypothesis of the modes of domestic market of Taiwanese firms and perceived trading barrier is not verified due to: (1) not only perceiving the risk of trading, but also there is a higher strategy level to lead a firm to invest; (2) even though trading barrier of a country has endangered the profits to its manufactures, it doesn’t have the decisive influence regarding to the modes of domestic market under the conditions of “the opportunity is greater than the threat”, “the overall benefit is greater than the whole damage”; (3) the trading barriers that Taiwan’s enterprises perceived is one of the risks of general environment, and it cannot be the major decision to invest in this region.
2. The moderating effect: from data H2, H3 and H4 of this analysis, the hypothesis of types of industry and its character is partially verified. Different types of industry and different size of industry will be the factors and make Taiwanese firms perceive trading barrier when they try to invest.
3. The contextual effect: from data H5 and H6 of this analysis, the hypothesis of independent variables and dependent variables in strategic group are both verified. It shows that the contextual effect is more important than the main effect, which means the importance of location choice is more important than the perceived trading barriers.

並列關鍵字

Emerging Markets ； Strategic Group ； Key Market ； Modes of Domestic Market ； Perceived Trading Barrier

參考文獻

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