臺灣博碩士論文加值系統

本研究致力於廠商國際化過程中所採行進入策略之研究，試圖將過去先進國家學者之理論模式，以個案方式進而探討適用於台灣廠商之可行性。所選取個案為是以Vandermerew ＆Chadwick(1992)之分類下，屬於服務無形性高及與顧客互動高(本研究稱為型態四)的自然美國際事業連鎖加盟。先檢視自然美在母國核心能耐與廠商特性，再研究其對成長策略與進入模式之影響。另外，本研究認為進入模式是一種機構性安排（institutional arrangement），所以隨著成長時期之不同將會有不同之變化。所以，針對自然美本研究分為三個階段探討，分別為：「1992年初赴大陸投資」、「2000年成立合資公司」和「2003年自然美在香港掛牌」之進入模式，將這些進入模式與相關理論作探討以得到最適方式。
經過個案分析後，得到核心能耐和廠商特性對成長策略與進入模式有以下各方面的影響：「自創品牌」、「展店迅速」、「垂直整合程度高」、「迅速展店」、「擁有國際化經驗」、「組織記憶與學習」。另外，自然美的三階段進入模式與理論之探討後，得到以下的結論：
P1：當廠商在母國核心能耐可運用於所進入的國家市場環境之中時，廠商會採取較高控制進入模式。
P2：當國際化經驗豐富但對欲進入國家市場熟悉度不高時，廠商會採用外部成長策略。
P3：當廠商採行外部成長策略時，會取得新的核心能耐。
P4：當廠商採取強化外部成長策略時，會採取高度控制進入模式。
P5：當廠商採取外部成長策略時，加盟連鎖特性會有所改變。

The focus of this research is on the entry strategies in firms’ internationalized course by the method of case study. Is the theory proposed by scholars in advanced country suitable for the firms in Taiwan? By studying the case of Natural Beauty chain-store system, which belongs to high service invisibility and customer interaction under the classification of Vandermerew & Chadwick (1992), this research are trying to figure out the answer. The core competence and characteristics of Natural Beauty were first inspected, and then study the growth strategies and influence of entry mode. In addition, this research shows that entry mode, which is a kind of institutional arrangement, will differ in each growth-stage of firms. So, the entry modes discussion of Natural Beauty was divided into three stages, including the following:
1. Go to the mainland to make the investment at the beginning of 1992.
2. Established the joint-venture company in 2000.
3. Listed in Hong Kong in 2003.
These modes will be discussed under the foundations of related theories to find a suitable way for firms in each kind of situation.
According to the case study, this research concluded that core competence and characteristics of firms could make the influence to firms’ growth strategies and entry modes by the following ways:
1. Branding by itself.
2. Expanding chain store fast.
3. Highly integration.
4. Internationalization experience.
5. Organizational memory and learning.
Besides, four propositions can be made after the study mentioned above:
Proposition one: As firms in home country’s core competence can apply the national market environments entered to, the firms will take higher control on their entry mode.
Proposition two: When internationalized and experienced, but is not familiar with the national market,tends to adopt external growth strategies.
Proposition three:When asoptting external growth strategies,the association of dealers will come to the possession of new core competency .
Proposition four: When adoptting strengthened external strategies of growing up in the manufacturer, the manufacturer will take and highly control access mode.
Proposition four:When external growth strategies are adopttde,the charateristice of alliance chain will change.

封面內頁
簽名頁
授權書
中文摘要 　
英文摘要 　
誌謝
目錄
圖目錄
表目錄
第一章　緒論
1.1 研究背景及動機
1.2 研究目的
1.3 研究流程
1.4 研究限制
第二章　文獻探討
2.1資源基礎理論
2.1.1加盟連鎖的核心能耐
2.2廠商國際化特性
2.2.1國際化定義
2.2.2連鎖國際化研究
2.3連鎖加盟特性
2.3.1連鎖加盟的意義
2.3.2連鎖加盟體系之類型
2.3.3服務業連鎖加盟之分類
2.4 成長策略
2.4.1 成長策略之定義
2.4.2 成長模式
2.5進入模式
2.5.1進入模式類型
2.5.2台商進入大陸模式之研究
第三章　研究設計與方法
3.1 研究架構
3.2 研究方法
3.2.1個案探討法
3.2.2資料蒐集方式
3.3 變數定義與衡量
3.3.1核心能耐
3.3.2國際化經驗
3.3.3連鎖加盟之分類
3.3.4進入模式的探討內涵
3.3.5成長策略之內涵
3.4 研究設計
3.4.1 研究步驟
3.5 研究對象
3.6 研究編碼
第四章　個案分析
4.1台灣美容沙龍及化妝品市場概況
4.1.1化妝品產業發展經過
4.1.2化妝品產業現況描述
4.2大陸美容沙龍及化妝品市場概況
4.2.1大陸化妝品市場現況及問題
4.3自然美國際事業集團個案分析
4.3.1自然美國際事業集團簡介
4.3.2自然美國際事業集團母國發展分析
4.3.3廠商國際化特性
4.4自然美國際事業集團赴大陸市場發展分析
4.4.1 1992年初赴大陸投資
4.4.2 2000年成立合資分公司
4.4.3 2003年自然美在香港掛牌
4.5在母國之核心能耐及廠商特性對成長策略影響
4.6理論與個案之比對分析以形成命題
4.6.1 1992年初赴大陸投資
4.6.2 2000年成立合資分公司
4.6.3 2003年自然美在香港掛牌
第五章　結論與建議
5.1 實證結論與分析
5.2 建議
5.2.1 對學術界之建議
5.2.2 對實務界之建議
5.3 未來研究建議
參考文獻
中文部分
英文部分
附錄

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