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研究生:劉心儀
研究生(外文):Hsin-Yi Liu
論文名稱:市場知識與市場進入策略關係之研究
論文名稱(外文):A Study of the Relationships between Market Knowledge and Market Entry Strategy
指導教授:楊台寧
學位類別:碩士
校院名稱:中國文化大學
系所名稱:國際企業管理研究所
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:83
中文關鍵詞:市場知識進入模式組織學習能力
外文關鍵詞:Marlet KnowledgeEntry ModelOrganization Learning Capability
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隨著知識經濟時代及市場全球化的來臨,企業所面對的競爭環境愈趨激烈且已由國內市場擴及至海外市場,而國際市場的競爭環境相較於國內市場是相當複雜且易變的。因此,企業若欲及時突破對海外市場的不熟悉以及營運技術上的障礙,唯有瞭解當地市場知識並將其與企業原擁有的競爭優勢加以整合,才得以提升組織營運效能及整體競爭力。在企業海外投資的過程中,企業若能瞭解當地市場知識的屬性,進而選擇適當的進入模式,便成為企業在拓展海外市場時所要面對的重要課題。
本研究主要研究目的在於探討廠商對海外市場之瞭解程度與海外進入模式之選擇間的關係,以及組織學習能力是否會影響廠商對市場知識的瞭解程度與海外控制模式間關係,期以提供台商企業在進行海外市場投資時,達到較佳的經營績效與競爭優勢。
本研究的實證對象是擁有海外投資之台商企業,以問卷蒐集實證資料。並經由因素分析、相關分析、T檢定、變異數分析及LSD事後比較分析等統計分析方法,以驗證所提出的研究假說。
結果本研究發現,市場知識瞭解程度與進入模式呈顯著正相關;市場知識瞭解程度其三構面-國家知識、產業知識與廠商知識皆與進入模式呈顯著正相關。而有關干擾變項組織學習能力只對廠商知識瞭解程度與控制模式有影響關係;而在市場知識、國家知識、產業知識三者之瞭解程度與控制模式之干擾關係皆無影響關係。
With the Knowledge Economic Age comes and the market has become more globalize, the competition is more drastically. Through understanding market knowledge, it can integrate the competitive advantage and elevate the operation performance. Now, how to understand market knowledge then choice suitable entry model is the most important task that all enterprises must to confront.
The objective of this study are to probe into the relationship among market knowledge understanding, and entry model, and the relationship among market knowledge understanding and control model based on organizational learning capability. It expects that conclusions and suggestions were provided a referral for the foreign investment of local enterprises.
By a questionnaire survey on local enterprises and statistic analysis including factor analysis, correlation, T test, ANOVA, and LSD test to test the hypotheses of this study.
The results of this study suggest: 1.The market knowledge understanding influences the enterprise to decide the entry model. The national knowledge understanding influences the enterprise to decide the entry model. The industrial knowledge understanding influences the enterprise to decide the entry model. The firm knowledge understanding influences the enterprise to decide the entry model. 2. The result reveals that organization learning capability only affect the relationship between firm knowledge understanding and control model.
中文摘要 ..................... iii
英文摘要 ..................... iv
誌謝辭  ..................... v
內容目錄 ..................... vi
表目錄  ..................... viii
圖目錄  ..................... x
第一章  緒論................... 1
  第一節  研究背景............... 1
  第二節  研究動機............... 2
第三節  研究問題與目的............ 3
第四節  研究限制............... 3
第五節  研究流程............... 4
第二章  文獻探討................. 6
  第一節  知識的定義.............. 6
  第二節  市場知識............... 8
第三節  進入模式............... 10
第四節  組織學習............... 25
第三章  研究方法................. 28
  第一節  研究架構............... 28
  第二節  研究假設............... 29
第三節  研究變數之操作性定義......... 30
第四節  變數之衡量方法............ 32
第五節  抽樣設計............... 46
第六節  資料分析方法............. 47
第四章  研究結果................. 50
  第一節  信度、效度與相關分析......... 50
  第二節  市場知識與進入模式選擇之關係..... 52
第三節  市場知識、組織學習能力與控制模式選擇之
關係................. 57
第四節  假設檢定結果彙整........... 63
第五章  結論與建議................ 64
  第一節  研究結論............... 64
  第二節  研究貢獻............... 66
  第三節  研究建議............... 66
參考文獻 ..................... 69
附錄  研究問卷.................. 79
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