跳到主要內容

臺灣博碩士論文加值系統

(44.213.60.33) 您好!臺灣時間:2024/07/22 16:21
字體大小: 字級放大   字級縮小   預設字形  
回查詢結果 :::

詳目顯示

我願授權國圖
: 
twitterline
研究生:張世輝
論文名稱:多層次傳銷業進入大陸策略之研究-以Amway與NuSkin個案比較為例
論文名稱(外文):The study of entry strategy of multi-level marketing in China:the cases of amwary and nu skin
指導教授:廖文志廖文志引用關係
學位類別:碩士
校院名稱:國立臺灣科技大學
系所名稱:管理研究所
學門:商業及管理學門
學類:企業管理學類
論文種類:學術論文
論文出版年:2004
畢業學年度:92
語文別:中文
論文頁數:93
中文關鍵詞:多層次傳銷業進入策略進入模式進入大陸模式經營績效
相關次數:
  • 被引用被引用:0
  • 點閱點閱:824
  • 評分評分:
  • 下載下載:0
  • 收藏至我的研究室書目清單書目收藏:3
自中國政府設立經濟特區,對外開放招商,吸引了許多海外廠商前往投資,跨國性的多層次傳銷商為了達到企業的永續經營、開拓海外市場、服務客戶起見也投身這個龐大的市場。不過面對到的卻是中國當地政府對多層次傳銷商的誤解與限制,而處處受限。所幸中國政府允諾,2004年底加入WTO後,將會開放無商舖銷售,也是本文中主要的產業多層次傳銷業。所以面對即將開放的大陸市場,想要進入此市場的多層次傳銷企業要如何選擇進入模式,以達事半功倍的效果。
當企業進行國際化以進入新市場時,使用的進入策略模式是投資成功與否的關鍵原因。而影響進入策略模式決定的因素、使用的進入模式與進入後的經營績效之間關係重大。為了探討它們之間的相互影響與因果關係,與文獻理論相印證,且供今後前往投資的多層次傳銷企業參考起見,本研究以跨國性多層次傳銷企業為對象,研究影響其初期選擇進入中國大陸市場策略模式決定的因素、使用的進入模式,與進入市場後經營績效的關係。
經本研究使用探索性研究的深度訪談法進行訪談、分析、研究後發現:動機與目的、地主國、產業、目標市場、企業本身條件等因素。在經過整理分析,將跨國性多層次傳銷商進入大陸市場的種種考量因素,發展出各命題,並加以說明。其中可以發現,地主國的考量仍是影響多層次傳銷商進入大陸市場所最主要的因素。然而在動機與目的方面,仍是因為大陸市場的龐大商機,與未來消費潛力。根據訪談結果來看,現在中國政府對於無店舖零售業的限制仍存在,主要的進入模式還是以獨資方式進入為主。
最後提出建議,希望讓未來想進入大陸市場的多層次傳銷企業,明白需要思考與考量的地方為何?未來可以針對不同的產業或是台灣的多層次傳銷企業來進行更深入的研究。
After establishing the special economic zone and opening the market for outside investment, the Government of Mainland China attracts plenty of foreign business to get in. To develop a new market, achieve a permanent operation and serve consumers, businessmen of multinational multi-level marketing devote themselves to this enormous market. However, they are forbidden in various ways because of Mainland China Government’s misunderstanding and restrictions to multi-level marketing. Fortunately, the Government of Mainland China promise to open store less marketing, the multi-level marketing in the end of 2004. Thus, facing this new market, multi-level marketing businesses need to choose proper entry modes to get the best result.
When an enterprise internationalizes to enter a now market, the entry mode it adopts is the key point of success. The relationship among the factor of entry strategy decision, adopted entry mode and performance is significant. To research their interaction and causality, prove theoretical literatures and offer references to investing multi-level marketing enterprises, I pick some multinational multi-level marketing enterprises for objects, studying about the relationship among these three.
Through in-depth interviews, analyses and study of Exploratory Study, I fond factors such as motivations and objectives, host countries, industries, targeted markets and conditions of enterprises. After induction, I develop various topics and explain further. It is obvious that the host country is the top factor to influence multi-level marketing businessmen to enter.
Nevertheless, in the aspect of motivations and objectives, they still prefer Mainland China because of its tremendous benefit and consuming potential. According to the interviews, the Government of Mainland China still place restrictions to multi-level marketing and almost enterprises choose solely own capitals to get into Mainland China.
In the end, I recommend those multi-level enterprises planning to enter Mainland China understand what to concern. Therefore, we can study further about multi-level marketing in Taiwan or other industries.

Keywords:
Multi-level Marketing
Entry Strategy
Entry Mode
Entry Mode to Mainland China
Performance.
摘要 Ⅰ
ABSTRACT Ⅱ
誌謝 Ⅳ
目錄 Ⅴ
表目錄 Ⅶ
圖目錄 Ⅷ
第一章 緒論 1
第一節 研究緣起 1
第二節 研究動機與目的 1
第三節 研究流程 4
第二章 文獻探討 6
第一節 傳銷業簡介 6
第二節 進入策略相關理論及決策考量因子 13
第三節 大陸進入策略模式相關理論 27
第四節 國際市場進入模式與經營績效之相關文獻 32
第五節 文獻評析與引用 35
第三章 研究方法 38
第一節 研究架構 38
第二節 研究方法 39
第三節 抽樣方法與樣本介紹 40
第四節 訪談程序與問題設計 41
第五節 資料整理與分析 41
第四章 研究結果 42
第一節 研究對象之背景 42
第二節 影響進入策略模式選擇的因素分析 43
第三節 進入策略模式的選擇與決定 53
第四節 經營績效評估 55
第五章 研究結論與建議 58
第一節 研究結論 58
第二節 研究建議 64
第三節 研究限制與後續研究建議 64
參考文獻 67
附錄一 目前大陸多層次傳銷業的發展簡介 73
附錄二 問卷 76
附錄三 訪談資料 80
一、中文部分
1. 劉元卿、陳若仙(1990),《認識傳銷制度》,韜略出版公司,44頁~61頁。
2. 小林中嗣(1989),《多層次傳銷學》,百錄公司,27~82頁。
3. 梁雲芳(1987),《直效行銷真風貌》,直效行銷第十六期,15頁。
4. 黃振哲(2002),「影響多層次傳銷信任關係建立之研究」,國立臺北大學企業管理學系碩士論文。
5. 「多層次傳銷有關法規暨案例彙集」(1993),行政院公平交易委員會。
6. 吳水丕(1993),《多層次傳銷的世界》,漢宇出版公司。
7. 行政院公平交易委員會(1992),多層次傳銷行為的規範「公平交易法宣導手冊」10。
8. 謝靜瑋(1993),「不能中止的命根子-傳銷公司重視產品研發」,傳銷世紀,第11期,98~102頁。
9. 董瑞生(1994),「傳銷業的服務系統」,傳銷世紀,第15期,69~71頁。
10. 李永慈(1994),「進軍國際先做評估」,傳銷世紀,第24期,6頁。
11. 羅岳(1994),「擬好策略攻守有據」,傳銷世紀,第22期,26~29頁。
12. 莊正民(1993),「多層次傳銷之運作機制探討-由交易成本與代理成本理論加以分析」,企銀季刊,第7券,第2期,110頁~111頁。
13. 麥嘉容(2002),「零售商在大陸市場的進入模式」,國立中山大學企業管理學系碩士論文。
14. 江文全(2002)、「台灣企業國際化生產網路發展模式之研究-海外直接投資觀點」,朝陽科技大學企業管理系碩士論文。
15. 林彩梅(1994),《多國籍企業論》,五南圖書出版公司。
16. 劉素珍(2002),「進入策略、產業網路發展與經營績效關係之研究﹘以赴大陸投資被動元件產業之台商為研究對象」,中原大學企業管理學系碩士學位論文。
17. 莊國材(2003),「台灣汽車業大陸投資進入之研究」,交通大學管理學院管理科學學程碩士班碩士論文。
18. 莊永順(2002),「企業國際化策略之研究-以台灣工業電腦產業為例」,台灣大學國際企業學研究所碩士學位論文。
19. 劉常勇(1997),「技術資源管理能力對新產品開發績效之影響」,國科會專題研究計畫。
20. 趙郁文(2000),「國際企業管理-系統化理論與分析」,華泰文化事業股份有限公司。
21. 許瞻桂(2001),「國際企業海外投資進入模式適用情境之分析 — 交易成本觀點」,國立屏東商業技術學院學報,第三期,頁179-196。
22. 曹為忠、詹雪蘭、李文瑞、陳旭銘(2002),「進入模式、產業環境、以及廠商特性對廠商海外市場經營績效之影響」,企業管理學報,第54期,頁1-32。
23. 徐國耀(2000),「大陸台商進入策略、人力資源管理策略與經營績效之探討」,國立中央大學企業管理研究所,碩士論文。
24. 黃俊英(1996),「多變量分析」,第五版,台北:華泰書局。
25. 古永嘉(1996),「企業研究方法」,第五版,華泰書局。
26. 莊競登(2003),「中國華東市場的進入策略、進入模式與經營績效關係之研究」,國立台灣科技大學管理研究所碩士學位論文。

二、英文部分
1. Agarwal, S. and N. Ramaswami (1992). Choice of Foreign Market Mode: Impact of Ownership, Occasion and Internalization Factors. Journal of International Business Studies, Vol.23, No.1, pp.1-27.
2. Anderson & Gatignon, (1986),“Modes of Foreign Entry: A Transaction Cost Analysis and Propositions”, Journal of International Business Studies, (Fall),pp.1-24
3. Avraham Shama, (2000), "Determinants of entry strategies of U.S. companies into Russia, the Czech Republic, Hungary, Poland, and Romania" , Thunderbird International Business Review, 42 (6),pp.651-676.
4. Ball & McCulloch , (1999), International Business:The Challenge of Global Competition , 7th ed.
5. Bradley .F and M. Gannon, (2000), "Does the firm''s technology and marketing profile affect foreign market entry?", Journal of International Marketing, pp.12-36.
6. Buckley, P.J. and Casson, M., (1976). The Future of the Multinational Enterprise, N.Y.: Holmes and Meier Publishers, Inc..
7. Caves, R.E.(1982), Multinational enterprise and economic analysis. New York: Cambridge University Press.
8. Cavusgil ST, Zou S. 1994. Marketing strategy-performance relationship: an investigation of the empirical link in export market ventures. Journal of Marketing 58: 1-21.
9. Coase, R.H. (1937), “The nature of the firm”, Economica, 4(Nov.): pp.386-405.
10. Chatterjee, S. (1990). Excess resources, utilization costs, and mode of entry. Academy of Management Journal, 33(4), 780-800.
11. Churchill, G. A.(1995), Marketing Research:Methodological Foundations, 6th ed., Texas:Dryden Press.
12. Contractor, F.J. (1984), “Choosing Between Direct Investment and Licensing: Theoretical Considerations and Empirical Tests”, Journal of International Business Studies, Winter, pp. 167-188.
13. Cooper, D.R. & Emory, C.W. (1995).Business Research Methods(5th edition), N. Y.: McGraw-Hill.
14. Czinkota, Rivoli & Ronkainen(1992),International Business, 2nd, The Dryden Press.
15. Daniels and Radebaugh,(1998),International Business: Environment and Operations, Eighth Edition, Addison Wesley
16. Davidson, W.H. (1982). Global Strategic Management, New York: John Wiley and Sons.
17. Dave Roller (1989). How to Make Big Money in Multi-level Marketing. Pretice-Hall
18. Deshpande, R. and J. U. Farley, (1999), "Corporate Culture and Market Orientation: Comparing Indian and Japanese Firms", Journal of International Marketing, Vol. 7, No. 4, pp.111-127.
19. Douglas,S.P. and Craig C.S. (1989), ”Evolution of Global Marketing Strategy-Scale,Scope, and Synergy”, Columbia Journal of World Business, Vol.
20. Dunning, J.H. (1977), "Trade, location of economic activity, and the multinational enterprise: a search for an eclectic approach", in Ohlin, B., Hesselborn, P.O. and Wijkman, P.M. (Eds), The International Allocation of Economic Activity, Holmes and Meier, New York, NY.
21. Dunning,J.H. (1980), “Toward an Electric Theory of International Production:Some Empirical Tests. ”Journal of International Business Study, Vol. 11, pp.9-31.
22. Dunning,J.H. (1988),“The Eclectic Paradigm of International Production: A Restatement and some possible Extensions ”Journal of International Business Studies, Vol. 19 , pp.1-31
23. Dunning, J. H. (1981).International Production and the Multinational Enterprise, Unwin Hyman, London, UK.
24. Dunning, J. H. (1993), The Globalization of Business:The Challenge of the 1990s, London: Routledge.
25. Eiteman,D.K. and A.I. Stonehill , (1979), Multinational Business Finance,2nd eds.( Addisson Wesley, Reading, Mass.)
26. Eiteman, D. & A. Sonehill (1980). International Finance Cases and Stimulation, Reading, Mass.:Addison-Wesley
27. Erramilli,M.K.,(1990),”Entry Mode Choice in service Industries”,International Marketing Review,(Summer),pp.50-62.
28. Erramilli, M. Krishna & Rao, C. P (1993), “Service Firms International Entry-Model Choice: A Modified Transaction-cost Analysis Approach”, Journal of Marketing, Vol. 57, pp.19-38
29. Fayerweather John, (1982), International Business Strategy and Administration, Dryden Press, 2nd Ed.
30. Hill, Charles W.L. and Gareth R. Jones, (1998 ), “Strategic Management Theory: An Integrated Approach”, 4th edition, Houghton Mifflin, Boston.
31. Hill, Hwang and Kim (1990), An Eclectic Theory of the Choice of International Entry Mode, Strategic Management Journal 11, pp.117-128.
32. Hill, C.W.L., Hwang, P., and Kim, W.C., (1990), “an Eclectic Theory of the Choice of International Entry Mode,” Strategic Management Journal, 11, pp.117-128.
33. Hymer,S.H. (1976). The International Operations of National Firms: A Study of Direct Foreign Investment. Cambridge, MA:MIT Press.
34. Jeannet, Jean-Pierre and Hubert D. Hennessey (1998), Global Marketing Strategies, 4th ed., Boston: Houghton Mifflin.
35. Jose Mata. & Pedro Portugal,(2000), "Closure and divestiture by foreign entrants: The impact of entry and post-entry strategies", Strategic Management Journal, 21(5),pp.549-562.
36. Kim, W. C. & Hwang P. (1992), “Global strategy and multinationals entry choice”, Journal of International Business Studies, Vol.23 Spring.
37. Kojima K.(1978), Direct Foreign Investment: A Japanese Model of Multinational Business Operations, New York: Praeger Press.
38. Kotler, P. (1994), “Marketing Management:Analysis, Planning, Implementation, and Control, ” Prentice-Hall.
39. Kought, B. and Singh, H., (1988a) “The Effect of National Culture on the Choice of Entry Mode,” Journal of International Business Studies, Fall, pp.411-432.
40. Kumar,V. and Subramaniam, V. (1997), “A Contingency Framework for the Mode of Entry Decision,” Journal of international Business Studies,32 (1), pp.53-pp.72.
41. Kwon,Y.C. and Konopa,L. J.(1993), Impact of Host Country Market Characteristics on the Choice of Foreign Market Entry Mode, International Marketing Review, pp.60-76.
42. LI, J., (1995), "Foreign Entry and Survival: Effect of Strategic Choices on Performance in International Markets,” Strategic Management Journal, Vol. 16, pp.331-351.
43. Luo Y. & Chen M. (1995), "Managerial Implications of Guanxi-Based Business Strategies", Journal of International Management 2, 193-316.
44. Luo, Y., O''Connor, Neale (1998), "Structural changes to foreign direct Management Studies, Vol.7, No.1, pp.95-109
45. Luo, Y.(2000), “Dynamic Capabilities in International Expansion", Journal of World Business, Vol.35(4), pp.355-378.
46. Miller, M.B. and B.F Crabtree.(1992)“Primary Care Research: A Multimethod Typology and Qualitative Road Map,” Doing Qualitative Research, Newbury Park CA: Stage, pp. 3-28.
47. Minor,M., W.Y.Wu, and M.K.Choi,(1991), "A Proposition-Base Approach To International Entry Strategy Contingencies" , Journal of Global Marketing, Vol.4, No.3, 69-87
48. Mutinelli, M. and L. Piscitello (1998), “The Entry Mode Choice of MNEs: An Evolutionary Approach.” Research Policy, 27, pp.491-506.
49. Nitsch, D., Beamish, P. and Makino, S., (1996), "Entry Mode and Performance of Japanese FDI in Western Europe", Manegemnet International Reeview,Vol.36, pp27-43
50. Oxley, J.E. (1999). “Institutional Environment and the Mechanisms of Governance: the Impact of Intellectual Property Protection on the Structure of Inter-firm Alliances” Journal of Economic Behavior and Organization, 38(3), pp. 283-309.
51. Palenzuela, V. A., & Bobillo, A. M. (1999), “Transaction Costs and Bargaining Power: Entry mode Choice in Foreign Markets”, Multinational Business Review, 7 (1), pp. 62-75.
52. Pan, Y. and Chi, P.S.K., (1999), "Financial Performance and Survival of Multinational Corporations in China" , Strategic Management journal, Vol.20, pp.359-374.
53. Pan, Y., Li, S. and Tse, D.K., (1999), "The Impact of Order and Model of Market Entry on Profitability and Market Share" , Journal of international Business studies, pp.83-103.
54. Peng (2002), Voter Cynicism, Perception of Media Negativism and Voting Behavior in Taiwan’s 2001 Election, Annual Conference of International Communication Association, San Diego
55. Porter, M.E.(1980), Competitive Strategy: techniques for analyzing industries and competitors. New York: The Free Press.
56. Porter, M.E. (1986), Competition in Global Industries, A Conceptual Framework, Boston: Harvard Business Press.
57. Porter, M.E. (1986), “Changing Patterns of International Competition,” California management Review, Vol. 28, No.2, Winter, p8-40.
58. Root, F. (1987), “Entry Strategies for International Markets”, Ma: Lexington books, p9.
59. Rugman, A.M., (1980). “A New Theory of Multinational Enterprise: Internationalization Versus Internalization,” Columbia Journal of World Business, Vol.15, No.1.
60. Rugman, A.M., Lecraw, D.J. & Booth, L.D. (1985). International Business: Firm and Environment. New York: mcgraw-Hill Inc..
61. S. E. Zhan,(1999),“Choosing a market entry strategy”, World Trade, 12 (5), p40-46.
62. Shrivastava, Paula (1986), “Postmerge Integration”, The Journal of Business Strategy, Vol. 7, No.1, Summer, pp.65-77
63. Tamar, Almor(2001), “Towards a contingency view of market entry strategies:Contextual and strategic factors”, Journal of Euro-Marketing ,10(1),Pp.5-25.
64. Tse, D. K., Pan, Y., (1997), “How MNCS Chose Modes and Form Alliances: The China Experience,” Journal of International Business Studies, 28(4), pp.779-pp.805.
65. Vanhonacker, W., (1997), “Entering China: An Unconventional Approach", Harvard Business Review, Vol.75(2), pp.130-140.
66. Williamson O.E., (1979), "Transaction—cost economics: the governance of contractual relations. Journal of Law and Economics" , Vol.22, pp.232—262.
67. Woodcock, C. P., P. W. Beamish and S. Makino(1994), “Ownership-based Entry Mode Strategies and International Performance,” Journal of International Business Studies, Vol.25(2), pp.253-272.
68. Williamson O.E., (1979), "Transaction—cost economics: the governance of contractual relations. Journal of Law and Economics" , Vol.22, pp.232—262.
69. Wotruba, Thomas R. (1992), Direct Selling in the Year 2000, The Future of U.S. Retailing, ed. R.A. Peterson, New York: Quorum Books, p119.
70. Zikmund, William G. (1994), Business Research Methods, Fort Worth: Dryden Press.
QRCODE
 
 
 
 
 
                                                                                                                                                                                                                                                                                                                                                                                                               
第一頁 上一頁 下一頁 最後一頁 top