臺灣博碩士論文加值系統

近年來極具潛力的新興市場－中國，吸引眾多跨國企業進入市場投資。然而，面對快速變動又高度複雜的中國市場，跨國企業難以掌握市場中無法預知的挑戰與困難。瞭解中國生技製藥市場特性成為跨國企業進入中國市場的基本課題。
本研究藉由調查中國生技製藥市場的特性，進一步建構中國市場進入模型。此外，本研究同時想要探討當跨國企業成功進入中國生技製藥市場並且持續存活於中國市場時所需具備的核心能耐。透過分析來自跨國企業的專家們的深度訪談，蒐集成功的實務經驗作為研究資料，萃取出成功進入中國市場所需具備的要因以建立生技製藥產業的進入模型。
研究結果將中國市場進入模型分為兩階段－「市場進入分析」與「市場進入策略」，並且找出跨國企業成功進入中國所需具備的核心能耐。

China as the largest emerging market in the world becomes a potential place and attracts Multi-National Corporations (MNCs) to invest. However, MNCs were faced with unprecedented challenges and difficulties due to the complication and dynamic of China market. Understanding the characteristics of biotech pharmaceutical industry in China and how to enter China market becomes a fundamental issue. This study investigates biotech pharmaceutical industry and proposes a market entry model to China market. Besides, this study also discusses the core competencies when MNCs enter biotech pharmaceutical industry in China for extending their business successfully and surviving in market. Through analyzing the transcriptions form in-depth interview with experts who represented successful Multi-National Corporations in China market, this study classifies the critical factors for market entry model of biotech pharmaceutical industry. This study concludes with 2 results, the market entry model with two stages –“Market Entry Analysis” and “Market Entry Strategy” and the main Core Competencies as the element lead MNCs be successful in China.

摘要 i
Abstract ii
TABLE LIST v
FIGURE LIST vi
Chapter 1 Introduction 1
1.1 Overview 1
1.2 Statement of Problem 3
1.3 Research Process 4
Chapter 2 Literature Review 7
2.1 Market Entry Research 7
2.2 Market Entry Analysis 8
2.3 Market Entry Strategy 10
2.4 Main Core Competencies 10
2.5 Causality Analysis: Market Entry Analysis – Market Entry Strategy – Main Core Competencies 12
2.6 Grounded Theory 13
Chapter 3 Research Methodology 15
3.1 Research Design 15
3.2 Coding Processes 17
3.2.1 Open Coding 19
3.2.2 Axial Coding 21
3.2.3 Selective Coding 21
3.2.4 Conditional/ Consequential Matrix 22
3.3 Subject Matter Experts (SMEs) Background 23
Chapter 4 Analysis of Market Entry Model 25
4.1 Dimensions and Critical Factors 25
4.2 Relationships among Critical Factors 30
4.2.1 Instruction for Reading the Comparison Matrix 31
4.2.2 Comparison Matrix of 1st SME 33
4.2.3 Comparison Matrix of 2nd SME 36
4.2.4 Comparison Matrix of 3rd SME 39
4.2.4 Comparison Matrix of 4th SME 42
4.3 Summary of Analysis 45
Chapter 5 Main Core Competencies 50
5.1 Main Core Competencies to Enter China Market 51
5.2 The Change of Core Competencies 57
5.3 The Relationship between Market Entry Process and Core Competencies 60
Chapter 6 Conclusion and Research Limitation 64
6.1 Conclusion 64
6.2 Research Limitation 66
References 68

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