大陸台商策略聯盟績效之研究

A Research on the Performance of Strategic Alliances Among Taiwanese Businesses in Mainland China

江彩秀(Tsai-Hsiu Chiang)

指導教授 ： 陳益壯 博士

朝陽科技大學/管理學院/企業管理系/碩士(2010年)

摘要

台灣以出口為導向，貿易依賴度高，且出口地區集中於歐美及中國大陸等地，主要出口產品為電機電子產品。而2008年9月爆發全球金融危機以來，造成全球需求急劇下降及訂單減少，如何在資源有限及前景不明的情況下，以「成本投入最少、發揮效益最大」的原則，使企業能永續經營，是台商努力的最大課題。其中，利用台商個體優勢，透過「策略聯盟」使台商在技術、品牌、通路、市場等各個層面進行垂直及水平整合分工，或為一可行有效之方式。本研究將透過理論探討及配合問卷調查方式，來檢視廠商對於實施策略聯盟的績效滿意度，以供未來台商經營之參考。
本研究是以採策略聯盟赴大陸投資之台商為研究範圍，樣本資料蒐集以「台灣證券交易所公開資訊觀測站」為主，逐一查詢在大陸設廠經營之公司。發放問卷期間是民國98年11月初至99年2月底止，因問卷內容可能會涉及到公司的商業機密，填答比率並不高，雖然嘗試透過各種方式，並請台商友人幫忙催收，但回收率仍然不高，導致問卷回收效果不理想，所以，本研究樣本取得不易，彌足珍貴。本問卷資料分析主要採用敘述性統計、線性結構分析（LISREL）、信度分析、相關分析等方法來探討聯盟績效。
研究結果顯示：
1.在聯盟主觀績效方面，組織運作的滿意度最高；其次是目標達成滿意度；第三是管理運作的滿意度；第四是合作過程的滿意度；最後則是夥伴表現的滿意度。
2.在聯盟客觀績效方面，增進銷售金額的滿意度最高；其次是增進獲利能力的滿意度；最後則是提升知識與技術能力的滿意度。

關鍵字

中小企業 ； 策略聯盟 ； 聯盟績效 ； 聯盟類型 ； 企業特性 ； 策略聯盟動機

並列摘要

Taiwan is an export-oriented country with high degree of dependence on foreign trade. In Taiwan, companies chiefly export electrical and electronic products and the areas they export to are mostly Europe, America and mainland China. Since September 2008, the outburst of the global financial crisis has drastically reduced worldwide demands and orders. Therefore, it is the biggest task for Taiwan businesses to follow the principle of “investing the least costs to create the greatest effects” to operate business sustainably with limited resources under the blurring prospects. Among these prospects, it can be a feasible method to employ Taiwan businesses’ individual advantage through strategic alliance to vertically and horizontally integrate all respects of techniques, brands, places and markets. This study aims to examine how the companies are satisfied with the execution of strategic alliance through theory discussion and questionnaires so as to be used as a reference for Taiwan businesses in the future.
The participants of this study are the Taiwan businesses investing in mainland China through strategic alliances. We primarily collect samples from Taiwan Market Observation Post System, Taiwan Stock Exchange and then pick out the companies that establish factories in mainland China from them. Questionnaires are distributed from the beginning of November, 2009 to the end of February, 2010. Because the contents of questionnaires are concerned with business secrets, the respondent rate is very low. Although we have tried different ways to collect the questionnaires and requested friends who were Taiwan businessmen in mainland China to help, the return rate is still low and the collection is unsatisfying. Thus, the difficulty of collecting samples has made the samples much more precious. The analyses of the questionnaires mainly apply narrative statistics, LISREL, reliability analysis, and correlation analysis to study the alliance performance. The results are as follows,
1.In alliance subjective performance, organizational operation receives the highest satisfaction; objective achievement, the second highest; management operation, the third highest; the process of operation, the fourth highest; partner performance, the lowest.
2.In alliance objective performance, gaining sales volume receives the highest satisfaction; gaining profitability, the second highest; enhancing knowledge and technique abilities, the lowest.

並列關鍵字

Small and medium-sized enterprises ； business characteristics ； strategic alliance ； alliance performance ； types of alliances ； motive for strategic alliances

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