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

附錄一 中文問卷
附錄二 英文問卷

壹、中文部份
1.司徒達賢（1998），為管理定位，台北市，天下雜誌，初版。
2.李宛蓉譯，巴利德和戈夏勒著（1990），無國界管理：全球化競爭下的新管理處方，台北市，遠流出版股份有限公司，初版。
3.吳萬益和林清河(2001)，企業研究方法，台南市，華泰文化事業股份有限公司，初版。
4.吳萬益，吳雅蓉和劉界富(2002），「國際企業之策略性角色、組織結構、人力資源策略與組織績效之關係－在台子公司之實證」，輔仁管理評論，第九卷，第一期，pp151-196。
5.吳育璋(1999)，「多國籍企業子公司角色類型與影響演變因素之研究」，國立中山大學企業管理學系己出版碩士論文。
6.林震岩(1997)，「在臺多國籍企業資訊課題之研究」，輔仁管理評論，第四卷，第二期，pp113-130。
7.周文賢(2002)，多變量統計分析：SAS/STAT使用方法，台北，智勝文化，初版。
8.高長(2001)，「製造業赴大陸投資經營當地化及其對台灣經濟之影響」，經濟情勢暨評論，第七卷，第一期，pp138-173。
9.邱振淼和戴育毅(2002)，個案分析－台商西進成敗案例分析，台北，鼎茂圖書出版有限公司，初版。
10.邱皓政(2002)，量化研究與統計分析：SPSS中文視窗版資料分析範例解析，二版，台北，五南圖書出版社。
11.邱雅萍(2002)，「多國企業在臺子公司知識來源型態影響因素之研究」，國立政治大學企業管理學系己出版博士論文。
12.洪順慶和沈經洪(2003)，「市場驅動的組織學習與新產品成功之關係探討」，管理學報，第二十卷，第三期，pp515-545。
13.徐中琦(1996)，「多國籍企業的新挑戰－國際營運與組織能力」，經濟情勢暨評論，第二卷，第二期， pp43-56。
14.徐中孟、姜守危和許宏濤（2002），行銷中國，台北市，城邦文事業股份有限公司，初版。
15.曾紀幸、司徒達賢和于卓民 (1997)，「環境特性與公司特性對多國籍企業網路關係之影響－在台外商公司之實證研究」，管理學報，第十四卷，第二期， pp155-176。
16.曾紀幸、司徒達賢和于卓民 (1998)，「多國籍企業網絡組織類型與管理機制選擇之關係─在台外商公司之產品交易實證研究」，管理學報，第15卷，第一期，pp1-26。
17.黃俊英(2003)，「全球化時代的挑戰與對策」，經濟情勢暨評論，第九卷，第一期，pp204- 217。
18.黃銘章（2002），「影響代工供應商與顧客間夥伴關係因素之研究-以台灣電子資訊產業為例」，國立政治大學企業管理學系己出版博士論文。
19.湯明輝(1986)，「企業國際化的行銷策略」，台北市銀月刊，第203卷，pp29-40。
20.熊欣華(2001)，「組織間合作的信心管理」，國立政治大學企業管理學系未出版博士論文。
21.趙郁文（2000），國際企業管理-系統化理論與分析，台北市，華泰文化事業公司， 初版。
22.劉常勇(2002)，「科技管理最重要的六堂課之4－全球化營運的技術移轉」，EMBA世界經理文摘，第190期，pp146-153。
23.魏聖忠(2002)，「當代行銷觀念新思維：市場導向理論的回顧與評價」，管理評論，第二十一卷，第四期，pp129-153。
24.顧萱萱和蘇禛涵(2004)， 「製造商市場導向對其彈性績效與供應鏈關係穩定性之影響」，台灣管理學刊，第四卷，第一期，pp25-42。

貳、西文部份
1.Bartlett A. Christopher and S. Ghoshal (1986), “Tap Your Subsidiaries for Global Reach,” Harvard Business Review, 64(6), pp. 87-94.
2.Bartlett A. Christopher and S. Ghoshal (1989), Managing Across Borders: The Transnational Solution, Boston, MA: Harvard Businesss School Press.
3.Bartlett A. Christopher and S. Ghoshal. (1991), “Global Strategic Management: Impact on the New Frointers of Strategy Research,” Strategic Management Journal, 12, pp.5-16.
4.Birkinshaw M. Julian and Allen J. Morrison (1995), “Configurations of Strategy and Structure in Subsidiaries of Multinational Corporations,”Journal of International Business Studies, 26(4), pp729-753.
5.Birkinshaw M. Julian and Neil Hood (1998), “Multinational Subsidiary Evolution：Capability and Charter Change in Foreign-Owned Subsidiary Companies,” Academy of Management Review, 23(4), pp773-795.
6.Birkinshaw M. Julian and Allen J. Morrison (1996), “Configurations of Strategy and Structure in Multinational Subsidiaries,” Journal of International Business Studies, 26(4), pp.729-794.
7.Birkinshaw, M. Julian, Neil Hood and Stefan Jonsson (1998), “Building Firm-Specific Advantages in Multinational Corporations: The Role of Subsidiary Initiative,”Strategic Management Journal, 19(3), pp221-241.
8.Day George S. and Wensley, R. (1988),Assessing Advantage: A Framework for Diagnosing Competitive Superiority,” Journal of Marketing, 52(4), pp.1-20.
9.Day George S. 1994, "The Capabilities of Market-Driven Organizations," Journal of Marketing, 58(10), pp37-52.
10.Deshpande R., J. U. Farley and F.E. Webster (1993), “Corporate Culture, Customer Orientation and Innovativeness in Japanese Firms: A Quadrad Analysis,” Journal of Marketing, 57(1), pp23-37.
11.Doz L. Yves, Bartlett A. Christopher and Prahalad C.K. (1981), “Global Competitive Pressures and Host Country Demands,” California Management Review, 23(1), pp63-74.
12.Ghoshal S. and N. Nohria (1989), “Internal Differentiation within Multinational Corporations,” Strategic Management Journal, 10(4), pp323-337.
13.Ghoshal, S. and Bartlett, Christopher A., (1990), “The Multinational Corporation as An Interorganizaitonal Network,” Academy of Management Review, 15(4), pp603-625.
14.Greenley, G. E. (1995), “Market Orientation and Company performance: empirical evidence from UK Companies,” British Journal of Management, 6(3), pp1-13.
15.Gupta A. K. and Govindarajan V. (1994), “Organizing for Knowledge within MNC’s,” International Business Review, 3(4), pp.443-457.
16.Han, j.K., Kim, N. and Srivastava, R. (1998), “Market Orientation and Organizational Performance: Is Innovation A Missing Link?,” Journal of Marketing, 62(10), pp.30-45.
17.Jarillo J. Carlos and Jon I. Martinez (1990), “Different Roles for Subsidiaries：The Case of Multinational Corporations in Spain,” Strategic Management Journal, 11(7), pp 501-512.
18.Jain C. Subhash (1989), “Standardization of International Marketing Strategy: Some Research Hypotheses,” Journal of Marketing, 53(1), pp70-79.
19.Jaworski J. Bernard and Ajay K. Kohli (1993), “Market Orientation: Antecedents and Consequences, Journal of Marketing, 57(3), pp53-70.
20.Kohli K. Ajay and Bernard J. Jaworski (1990), “Marketing Orientation：The Construct, Research Propositions and Managerial Implications,” Journal of Marketing, 54(4), pp1-18.
21.Kotler Philip (1994), Marketing Management: Analysis, Planning, Implementation, and Control, Prentice-Hall International Inc., eight editions.22.Kotler Philip (2001), A Framework For Marketing Management, Prentice-Hall International Inc.
23.Levitt，Theodore(1976), “The Industrializaton of Service,” Harvard Business Review, 99(5), pp63-74.
24.Levitt, Theodore (1983), “The Globalization of Markets,” Harvard Business Review, 61(3), pp92-102.
25.Lannon, Judy (1991), “Developing Brand Strategies across Borders,” Marketing and Research Today, 19(August), pp160-169.
26.Narver J. C. and Slater S.F. (1990), “The Effect of a Market Orientation on Business Profitability,” Journal of Marketing, 54(4), pp20-35.
27.Pelham, A. M. and Wilson, D T (1996), “A Longitudinal Study of The Impact of Market Structure, Firm Structure, Strategy, and Market Orientation Culture on Dimensions of Small-Firm Performance,” Journal of the Academy of Marketing Science, 24(1), pp27-43.
28.Porter Michel E.(1986), “Changing Pattern of International Competition,”California Management Review, 28(2), pp9-40.
29.Prahalad C. K. and Yves L. Doz (1981), “An Approach to Strategic Control in MNCs,” Sloan Management Review, 22(4), pp5-13.
30.Prahalad C. K. and Yves L. Doz(1987), The Multinatioinal Mission-Balancing Local Demands and Global Vision, New York, The Free Press.
31.Perlmutter H. V. (1969), “The Tortuous Evolution of the Multinational Corporation,” Columbia Journal of World Business, 15(2), pp9-18.
32.Roth Kendall and Allen J. Morrison (1990), “An Empirical Analysis of the Integration-Responsiveness Framework in Global Industries,” Journal of International Business Studies, 22(4), pp541-564.
33.Roth Kendall and Allen J. Morrison (1992), “Implementing Global Strategy: Characteristics of Global Subsidiary Mandates,” Journal of International
Business Studies, 23(4), pp715-735.
34.Ruekert, R.W. (1992), “Developing a Market Orientation: An Organisational Strategy Perspective,” International Journal of Research in Marketing, 9(3), pp225-245.
35.Sanjeev Agarwal, M. Krishna Erramilli and Chekitan S. Dev (2003), “Market Orientation and Performance in Service Firms-Role of Innovation,” Journal of Services Marketing, 17 (1), pp 68-82.
36.Shapiro P. Benson (1988), “What the Hells is Market Oriented?” Harvard Business Review, 66(11/12), pp119-125.
37.Slater F. Stanley and John C. Naner (1995), “Market Orientation and Learning Organization,” Journal of Marketing, 59(7), pp63-74.
38.Slater F. Stanley and John C. Narver (1998), “Research Notes and Communications Customer-Led and Market-Oriented：Let’s Not Confuse the Two,” Strategic Management Journal, 19(1), pp1001-1006.
39.Solberg Carl Arthur (2000), “Educator Insights: Standardization or Adaptation of the International Marketing Mix-The Role of the Local Subsidiary/Representative,” Journal of International Marketing, 8(1), pp78-98.
40.Sugiura Hideo (1990), “How Honda Localizes Its Global Strategy,” MIT Sloan Management Review, 32(1), pp77-82.
41.Taggart James H. (1998), “Strategy Shifts in MNCs Subsidiaries,” Strategic Management Journal, 19(2), pp663-681.
42.Teece J. David (1986), “Transactions Cost Economics and the Multinational Enterprise,” Journal of Economic Behavior and Organization, 7(1), pp21-45.
43.Trondsen, E and Edfelt R (1987), “New opportunities in global services.Longe Range Planning,” Oxford, 20(5), pp 53-61.
44.Vardar, Nukhet (1993), Global Advertising: Rhyme or Reason? London: Paul Chapman Publishing Ltd.
45.Walters, Peter G. (1986), “International Marketing Policy: A Discussion of the Standardization Construct and Its Relevance for Corporate Policy,”Journal of International Business Studies, 17(2), pp55-69.
46.Webster Frederick E. Jr. (1988), “Rediscovering the Marketing Concept,”Business Horizons, 31(3), pp29-39.
47.Westney D. E. (1994), “Institutionalization theory and the multinational corporation,” in Ghoshal S. and D. E. Westney (Eds.), Organization theory and the multinational corporations, New York, St Martin’s Press.48.White, R. E. and T. A. Poynter (1984), “Strategic for foreign-owned subsidiaries in Canada,” Business Quarterly, 49(1), pp.59-69.
49.Wills, James, A. Coskun Samli, and Laurence Jacobs (1991), “Developing Global Products and Marketing Strategies: A Construct and a Research
Agenda,” Journal of the Academy of Marketing Science, 19(1), pp1-10.