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研究生:陳虹如
研究生(外文):Hung-Jue Chen
論文名稱:影響多國籍企業行銷組合當地化因素之研究
論文名稱(外文):The Antecedent of MNC’s Localization of Marketing Mix
指導教授:黃銘章黃銘章引用關係溫福星溫福星引用關係
指導教授(外文):Ming-Chan HuangFu-Tsing Wen
學位類別:碩士
校院名稱:靜宜大學
系所名稱: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:94
中文關鍵詞:當地市場重要性子公司角色市場導向行銷組合當地化
外文關鍵詞:Localization of Marketing MixRole of SubsidiaryImportant of Local MarketMarket Orientation
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在全球化的潮流之下,多國籍企業(MNCs)欲跨足海外市場經營,必須藉由在當地所設立的子公司,並配合市場導向所導引出的不同行銷策略調度,才得以讓MNCs的回應重要的當地市場之需求(Doz, Bartlett and Prahalad, 1981)。當MNCs認知到當地市場的重要性時,其當地化程度會隨之成長。而母公司在資源有限的情形下,也會依據當地市場之策略重要性來加以分配有限資源的佈署 (Doz, Bartlett and Prahalad, 1981),使得子公司的行銷策略有所差異。

過去針對MNCs的研究大都藉由母公司觀點加以著墨,而本研究則由子公司角色觀點出發,欲釐清在國際經營上,子公司市場導向、當地市場重要性以及子公司角色對於行銷組合當地化程度之影響為何。透過文獻的探討以及在大陸投資之外商企業填答問卷加以實證後,本研究之結果如下:(1)子公司市場導向程度愈高,則行銷組合當地化程度越高;(2)當地市場重要性愈高,則行銷組合當地化程度愈高;(3)子公司角色愈自主,則行銷組合當地化程度愈高。
In the trend of globalization, conquering oversea markets, the MNCs(Multi-National Companies) not only must use their subsidiaries, but also coordinates with different marketing strategies based on marketing orientation, only then can let the global operation activities of the MNCs respond to the needs of local market properly. When the MNCs recognize the importance of local market, the levels of localization will also growing. Moreover, under the circumstances of limited resources, the parent company assigns limited resources according to the strategic importance of local market, so as to differentiate the marketing strategies of the subsidiaries.

In the past, most of the MNCs-related researches were embarked from the viewpoint of parent company, on the contrary, this research, through literature review and survey of foreign investment company in mainland China, focuses on putting the effect of subsidiary market orientation, the market importance and the role of subsidiary on localized marketing mix in the picture. The results are as follows: (1) the higher the market orientation of the subsidiaries, the higher the localized of marketing mix; (2) the more important of local market, the higher the localized of marketing mix; (3) the more autonomous of the role of subsidiary, the higher the localized of marketing mix.
中文摘要
英文摘要
目錄
表目錄
圖目錄

第一章 緒論
第一節 研究動機
第二節 研究目的與研究問題

第二章 文獻探討
第一節 子公司市場導向
第二節 當地市場重要性
第三節 子公司角色
第四節 行銷組合當地化程度

第三章 研究方法
第一節 觀念性架構
第二節 研究假設
第三節 研究變數及操作型定義
第四節 研究設計
第五節 資料分析方法
第六節 量表信度與效度檢定

第四章 資料分析與實證研究
第一節 敘述性統計分析
第二節 影響MNCS行銷組合當地化程度關係因素的實證分析

第五章 結論與建議
第一節 研究結論與意涵
第二節 後續研究建議
參考書目

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附錄二 英文問卷
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