進入模式、行銷組合策略與經營績效關係之研究—以台商成衣業進入中國經濟區塊分析

The Relationship Among Entry Mode, Marketing Mix Strategy and Corporate Performance：A Study on Taiwanese Garment Enterprises in Economic Region of Mainland China

許家榮(CHIA-JUNG HSU)

指導教授 ： 呂鴻德

中原大學/商學院/企業管理研究所/碩士(2004年)

https://doi.org/10.6840/cycu200400224

摘要

台灣成衣業者歷經了台灣經濟奇蹟的輝煌時期，然而隨著產業升級、經濟轉型後，業者為求生存，紛紛外移至人工低廉的地區生產。此外，「中國大陸」，世界工廠的化身，加上「入世」的契機，更加速中國大陸國內市場開放，令中國市場將成為21 世紀最具有吸引力和最具潛力的消費市場。有鑒於此，本研究期望能針對台灣成衣業者進入中國大陸投資需要注意的事項包括進入模式、行銷組合策略以及區域生活型態做相關的分析，以期在經營績效上能有亮眼的表現。並藉由量化的統計分析方式，根據回收的以赴中國大陸投資之企業樣本66份和中國大陸之消費者樣本360份，進行相關的統計分析，得到以下結果：
1.北部沿海地區多採行合資的方式進入當地投資，而東部和南部沿海地區則以獨資進入型為主，不過整體而言，進入模式的不同對於經營績效並無太大的影響。
2.北部沿海地區多採行低行銷組合策略的方式作為行銷手段，而東部和南部沿海地區則以高行銷組合策略型為主，而正確的行銷手段對於經營績效有顯著的影響。
3.三個經濟區域的生活型態各有其特別之處，分別為「潛力股票型」、「時尚美人型」以及「RV休閒型」。
4.針對品牌傾向較明顯的地區，進入模式的選擇就有其注意的必要性。
5.行銷組合策略應該要針對不同的生活型態做適當的修正，才能反映在企業本體的經營績效。

關鍵字

行銷組合策略 ； 經濟區塊 ； 生活型態 ； 經營績效 ； 進入模式

並列摘要

The Garment industry in Taiwan has been experienced the golden age of its economic magic period. However, after industries upgraded and economy transformed, employers moved to areas with lower cost for production and survival. Besides, Mainland China, the world’s factory, combined with the opportunity of joining the WTO, accelerates the openness of its domestic market. Those make the market in China become the most attractive and the most potential consuming market in the 21st century. Under such a developing economy, it is also good for Taiwan Garment Industry to have the opportunity to create a new business. However, the different consumer behavior in China usually disappoints the investors. Based on this, this research expects to provide some advices, such as entry model, marketing strategy, and the characteristics of the consumers, as well as related analysis to help to gain a better operational performance.
We proceeded our analysis and obtained the result by the returning 66 copies of corporation samples and 360 copies of consumer samples.
1.People invest by the way of joint venture in Northern China; venture exclusively with their own investment in Eastern and Southern China. However, as a hole, there is no much difference between different entry models.
2.People use low marketing combination strategy to marketing in Northern China; use high marketing combination strategy in Eastern and Southern China. The correct marketing strategy has much critical influence on operational performance and achievement.
3.These three areas have their differences in consuming character. They are “potential stock type”, “fashion beauty type” and “RV type” respectively.
4.It is necessary to notice on the entry model especially for areas aiming at branding.
5.We need to have proper modification on the marketing strategy according to different consuming characteristics, then we can have

並列關鍵字

Economic Region ； Garment Industry ； Corporate Performance ； Entry Mode ； Marketing Mix Strategy

參考文獻

8、李文瑞（2000），廠商海外投資股權模式關鍵影響因素之研究-台商赴東南亞投資之實證分析，亞太管理評論。

12、林怡菁（2003），台灣量販店成長策略、競爭策略與行銷組合關係之研究，中原大學企業管理研究所碩士論文。

20、高長、陳威如（1998），台商赴大陸投資所有權進入模式決定因素分析，管理學報。

29、譚大純、陳正男、賴孟寬（2000），生活型態量表之適合度檢驗、因素重組與趨勢比較：以ICP生活型態量表為例，中央研究院調查研究工作室。

2、中華經濟研究院， http://www.cier.edu.tw