區位優勢對海外子公司經營績效之影響─以台灣廠商對大陸投資為例

跨國投資活動之對外直接投資的區位選擇成為主要的研究議題，考量地主國的資源與市場需求類型等因素，國際化動機由Dunning ( 1998）認為區位特性可分為四類，包含市場優勢、資源優勢、效率優勢、策略資產優勢。資料來源為台灣經濟新報資料庫，和大陸官方發布的「中國統計年鑑」與「中國電力年鑑」作為進行應變數、自變數和干擾變數的設定。　　本研究以台商製造業為主，典型的對外投資區位選擇研究，係以區位特性做為自變數，探討以大陸子公司經營績效與區位優勢的關係，檢測大陸子公司是否善用區位優勢的程度。進而，以台商母公司子自擁優勢作為干擾變數，自擁優勢係指少數企業所擁有特殊性資產，可成為母公司投資海外市場的重要成敗關鍵。本研究把自擁優勢分成研發能力與行銷能力，並探討自擁優勢轉移的影響，假設台商母公司的自擁優勢，是否能夠正向增強大陸子公司善用區位優勢的程度。關鍵詞：區位優勢;國外直接投資;經營績效;多國企業;研發能力;行銷能力

關鍵字

區位優勢；國外直接投資；經營績效；多國企業；研發能力；行銷能力

並列摘要

Many past research studied multinational enterprises about the strategy of entry into foreign markets and performance. Multinational enterprises (MNEs) are entering the foreign market have more disadvantages relative to local competitors, due to unfamiliarity to the business environment. Dunning (1995) argues that foreign direct investment (FDI) of location selection is a multinational enterprise consideration of ownership advantages and strategic objectives. The main purpose of foreign direct investment to obtain monopoly power and resources in the host country. Foreign direct investment can be divided into Asset Exploitation and Asset Seeking. When Multinational enterprises choose the mode of foreign direct investment, company believe to invest in beneficial place. The Eclectic Approach suggests that Ownership Advantage, Location Advantage, and Internalization Advantage. In this study, the use of ownership advantages and location advantages, whether it can affect subsidiaries’ performance by Taiwan's firms. Keywords: Ownership;FDI;Performance;Multiple;Marketing; Research