拉丁美洲市場進入模式之探討

A Study on Entry Mode in Latin America

盧盈蓉(Ying-Jung Lu)

指導教授 ： 郭怡君

中原大學/商學院/國際經營與貿易研究所/碩士(2014年)

https://doi.org/10.6840/cycu201400334

摘要

自90年代以來，新興市場逐漸受到重視，根據聯合國貿易暨發展委員會會之統計，2010年至2013年外國直接投資至拉丁美洲和加勒比海連續三年正成長，共增加17.5%，金額約2,940億美金與歐盟實力相當，成為僅次於亞州新興國家之外第二重要的新興市場區域。台灣屬於海島型經濟，耕地面積有限，天然資源不豐，台灣的邦交國在拉丁美洲最多，拉丁美洲地大物博，除了豐富的農牧作物，礦物與石油儲量居世界前列，更擁有55%的中產階級人口紅利顯著，因此企業如何選擇最加模式進入拉丁美洲市場，已成為重要的議題。

本研究運用層級分析法(Analytic Hierarchy Process, AHP)建構以拉丁美洲為目標市場之進入模式評選模型，利用文獻回顧萃取「地主國風險」、「企業內部體制」、「交易成本」、「產業特徵」四大構面，及十七項評估準則，並透過訪談取得專家對相關準則之重要程度及評分，分析出各關鍵因素的權重與優先順序。研究結果發現整體受訪者對於拉丁美洲進入模式決策首要考量構面為「產業特徵」，其次為「交易成本」，兩者占整體權重值六成。而準則評量結果，特別看重「市場潛力」權重為排名第二的「交易頻率」的兩倍，開發中國家政府對外資態度及政策對外資企業進入模式有重大影響，因此「政策風險」排在第三。本研究之評估流程，可提供未來以新興市場之不同區域市場之研究者，重新找出評估準則及權重，藉以客觀的選擇找出最佳進入模式。

關鍵字

拉丁美洲、進入模式、層級分析法

並列摘要

Emerging markets have been increasingly valued since the 90s. According to the statistics released by United Nations Conference on Trade and Development, foreign direct investment in Latin American and Caribbean countries showed positive growth for three consecutive years from 2010 to 2013, in which the three years of growth totaled 17.5% or USD294 billion, which was on a par with the economic performance of the EU and made the region an important emerging market only second to the region of Asian emerging countries. Taiwan is an island nation with limited arable land and natural resources. Out of all the countries in the world having diplomatic relations with Taiwan, the number of the countries in Latin American takes the lead. Latin America is vast in territory and abundant in resources. Other than affluent agricultural and pastoral crops, Latin America’s mineral and oil storage has come out on top in the world and its middle-class population accounts for 55% of its total population forming a significant population advantage. Under such circumstances, how to select an optimal way to get into the Latin American market has become an essential issue for interesting enterprises.

By reviewing literature, the study adopted Latin America as the target market, in which four constructs of “host country risk”, “corporate internal system”, “transaction costs” and “industrial features” were built, and 17 evaluation rules were set up. On the other hand, by interviewing experts, the study judged the importance of related rules and scored them accordingly, whereas it also analyzed the weight and priority of respective key factors with the analytic hierarchy process (AHP) and put forth a selection model which could give “prior” and objective assessment of a Latin America entry mode.

The study has found that the construct of “industrial features” is the top factor considered by the overall interviewers for determining a Latin America entry mode, followed by the factor of “transaction costs”. The two factors take up about 60% of the total weight. According to the results of the sub-criteria, the weight of the “market potential” placed first in weight doubles that of the “transaction frequency” placed second in weight. Also, the attitude and policy of the government of a developing country towards foreign investors could have a significant influence on foreign investors’ market entry mode. As such, “policy risk” is ranked third in weight.

The study’s assessment process could provide an objective selection method for those who target emerging markets in the same category. However, for those who research the markets in varying regions, they shall find new evaluation criterions and reclassify the weight before objectively identifying an optimal entry mode.

並列關鍵字

Latin American ； AHP(analytic hierarchy process) ； Entry Mode

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