台商進入大陸內銷市場行銷能力對經營績效影響之研究

The Influence of Taiwan Enterprises’ Marketing Capability on Business Performance of Entering Domestic Market in Mainland China

林雅惠(Ya-Hui Lin)

指導教授 ： 林震岩 ； 胡宜中

中原大學/商學院/企業管理研究所/博士(2011年)

https://doi.org/10.6840/cycu201100092

摘要

轉戰大陸內銷市場已成為大陸台商發展趨勢，能否抓得住龐大的消費市場，將成為眾多台商在大陸繼續生存和成功的關鍵。行銷能力強調行銷運作的資源能力，如品牌建立、產品開發、通路建立、培育銷售人員等有形或無形的資源能力，是台商邁向成功不可或缺的重要原因。
本研究想瞭解台商企業進入大陸內銷市場之後，掌握哪些行銷能力因素會影響企業在內銷市場的經營績效。以及在不同的市場發展階段上對於經營績效上的影響。藉由過去文獻回顧和台商成功經營大陸內銷市場的個案加以整理，歸納出進入大陸內銷市場需具備的行銷能力，進而建立研究架構，為了確認架構的合理性，本研究認為有必要作深入的研究與進一步的實證研究。
行銷能力包括行銷分析、產品、定價、推廣、通路、關係六個變數。經營績效包括銷售成長、獲利成長和顧客滿意度三個變數。另外本研究想要了解在不同的市場發展階段下，行銷能力對經營績效上的影響，所以加入市場發展階段這個干擾變數。透過問卷調查檢視台商的六個行銷能力對經營績效上的影響，並運用Two-way ANONA方法進行實證。
本研究結果發現，確實掌握市場資訊管理、行銷規劃、產品開發、產品創新、通路合作、公共宣傳、與中央政府關係，這些關鍵行銷能力對於台商在大陸市場的經營績效有很大的幫助和影響。另外也發現到，中高價位、與當地政府關係、與當地企業關係不是關鍵行銷能力，對於台商來說，中高價位、與當地政府關係這兩個行銷能力都是屬於最基本的能力，在大家都具備的條件下，對於經營績效沒有顯著的影響。
本研究在實務上，可提供台商深入瞭解與資源相關的行銷能力，並確認行銷能力對於台商經營內銷市場是很重要的。如果台商能掌握關鍵行銷能力和發展行銷能力將可增加和改善其競爭優勢，進而幫助企業增加他們在競爭市場的獲利。本研究的結果，可提供潛在新進入者和目前台商業者策略上的幫助，希望他們洞悉關鍵行銷能力，在政策做好規劃和配置資源。

關鍵字

經營績效 ； 大陸 ； 內銷市場 ； 行銷能力

並列摘要

Transferring to the domestic markets in Mainland China has become a tendency for the Taiwan enterprises. To dominate the enormous consuming market will be crucial for their continuous survival and success in Mainland China. The marketing capability has been emphasized on the resources and capabilities for marketing operation, namely the tangible ones (brand image, product development, channel management, and salespeople’ cultivation) and the intangible ones. The above-mentioned resources and capabilities are the indispensible elements for Taiwan Enterprises’ success.
This research is to explore which marketing capabilities would influence business performance in the domestic markets after Taiwanese enterprises’ entry to the markets in Mainland China. In addition, this research also investigates the influence of different market development stages on business performance. With a comprehensive literature review and a compilation of successful cases of Taiwanese business in the domestic markets in Mainland China, this research concludes the indispensible marketing capabilities to enter the domestic markets and then to develop the research framework for the purpose to assure the reasonability of research structures. Hence, the researcher conceives a necessity to conduct this far-reaching and more advanced experimental research.
Marketing capabilities has six variables, including marketing analysis, product, pricing, promotion, channel, and guanxi. Business performance has three variables, including sales growth, profit growth, and customer satisfaction. In addition, this research adds a moderate variable of market development stages in order to examine the influence of marketing capabilities on business performance in different market development stages. Through a questionnaire survey, this research investigates the impact of Taiwan enterprises’ six marketing capacities on their performance. The method of Two-way ANOVA is conducted for data analysis.
The result indicates a significant influence of Taiwanese business’s good command of the marketing capabilities on its management performance, including market information management, marketing planning, product development, product innovation, channel cooperation, public relation, and the guanxi with the central government. This research also finds that the middle and high prices, and guanxi with the local government and the local enterprises are not the key marketing capabilities. To Taiwanese business, the middle and high prices, and guanxi with the local government are only the fundamental capabilities. Since the population all has the capabilities, these capabilities do not have any significant influence on the business performance.
For practicability, this research can make the Taiwanese business understand more about the key marketing capabilities regarding resources. In addition, they can identify the significance of marketing capabilities in the domestic markets. A good control of the key marketing capabilities can enhance and improve Taiwanese business’s competitive advantages with which they can increase their profits in the competitive markets. This research results can provide the potential entries and existing Taiwan enterprises with help in strategies-provoking on the hope that they can explore the key marketing capabilities and then allocate resources on policies.

並列關鍵字

Marketing capability ； Business performance ； Mainland china ； Domestic market

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