臺灣博碩士論文加值系統

工具機產業為國家的基礎工業，亦為機械發展之主軸與製造業存在著密不可分的關係。工具機產業為台灣優勢產業之一，台灣工具機產業的製造、行銷與消費能力在全球市場佔有舉足輕重的地位。依美國 GARDNER 雜誌所發佈2004年全球工具機排名統計，台灣工具機產值達到28億5,000萬美元，超越美國晉級為全球第五大工具機生產國，僅次於日本、德國、義大利與中國大陸。2004年台灣工具機出口值達到22億4,947萬美元，躋身為全球第四大工具機出口國；台灣工具機進口值達到19億8,000萬美元，為全球第三大工具機進口國；台灣工具機總消費值達到25億3,000萬美元，排名全球第七大工具機消費國。

近年來台灣工具機業者非常積極的佈局中國大陸市場，然而在中國大陸宏觀調控政策影響之下，台灣工具機業者必須再仔細思考分散市場風險的行銷佈局。伴隨著全球製造業外移，土耳其已繼中國大陸之後成為全球製造業新的選擇，由於位處於歐亞中心，土耳其不但能提供誘人的生產環境，其蓬勃發展的新興市場亦提供非常大的銷售潛力。

本研究從台灣工具機業者的角度出發，以質性研究 (Qualitative Research) 的方法，採取半結構的訪談 (Semi-structured Interview)，試圖呈現出台灣工具機業者在土耳其市場所採取的進入模式以及影響進入模式決策之因素；有別於量化研究，透過資料收集、文獻探討與實際參與觀察、訪談等多樣方法，進入台灣工具機業者在如何經營土耳其市場以及在當地所累積的寶貴市場經驗，以祈對於進入模式有更切身的體會與瞭解。除此之外，亦實際訪談土耳其當地產品使用者，藉由目標市場消費者的實際經驗與建議並與國內工具機業者的實際市場經驗相互比對，企盼能提供台灣工具機業者作為海外市場進入模式決策之參考。本研究發現：1. 企業競爭優勢影響進入模式之決策。2. 海外目標市場特性影響進入模式之決策。

除此之外，在實際訪談台灣工具機業者與土耳其產品使用者之後發現，若未來台灣工具機業者本身之競爭條件與目標市場環境更加成熟時，在考量文化差異與合夥人選擇的因素之下，台灣工具機業者傾向以更積極的合資模式來經營土耳其市場。而土耳其產品使用者亦建議台灣工具機業者應該採取透過合資的模式與土耳其當地的合夥人建立起合作的關係，會比較容易讓客戶建立起信賴感，並能融入當地市場為當地客戶所認可，積極貼近市場，多了解客戶的需求，與市場維持良好的互動，將有機會提高市場佔有率與土耳其工業一起成長共存共榮。

Machine tool, the foundational industry of the country and the core of machinery development, has inseparable relations with manufacturing industry. Machine tool field is one of Taiwan’s predominant industries. The manufacturing, marketing and consumption abilities of Taiwanese machine tool have taken a very crucial part in the global market. According to American GARDNER magazine in 2004, the output value of Taiwanese machine tool reached US$2.85 billion and this made Taiwan overtake the US to become the world’s fifth manufacturing country, just behind Japan, Germany, Italy and China. The export value of Taiwanese machine tool in 2004 achieved US$2.23947 billion, and this turned Taiwan into the forth export country in the world. The import value of Taiwanese machine tool went up to US$1.98 billion, and which made Taiwan the world’s top three machine tool import country. The total consumption of Taiwanese machine tool was raised to US$2.53 billion, leading Taiwan to the No. 7 consumption country in the global market.

In recent decades, Taiwanese machine tool builders have been distributing the sales network in the mainland market ambitiously; however, under the impact of the mainland’s macroeconomic adjustment measures, it has been an imperative issue for Taiwanese machine tool builders to reconsider the distribution to reduce the market risks. With the immigration of global manufacturing industry, Turkey has succeeded China and became a new choice for global manufacturing industry. Located in the center of Europe and Asia, Turkey can offer not only an attractive production environment but great sales potential for its emerging market.

This research is from Taiwanese machine tool builders’ point of views, through Qualitative Research, adapting Semi-structured Interview, attempting to present their entry modes into the Turkish market and the decisive factors of their entry modes. Different from quantified research, the paper, by collecting information, references study, actual observation and interview to access the means that Taiwanese machine tool builder’s operation in the Turkish market and their valuable market experience, is expected to acquire more thorough penetration of the entry modes. In addition, actual interviews to the local end user in Turkey are also executed. Learning from the actual experience of target customer and their suggestions as well as the inter-comparison of real market experience among Taiwanese machine tool builders, this study is desired to furnish Taiwanese machine tool builders a reference of decision-making for their entry to overseas markets. The research also disclosed two points: 1. The advantages of enterprise competition affected the strategy of entry mode 2. The features of overseas target market influenced the decision-making of entry mode.

Furthermore, from the real interview to Taiwanese machine builders and Turkish end users, it is uncovered that Taiwanese machine builders are tended to run the Turkish market with more active joint venture mode in view of culture differences and selection of partners, when their competition conditions and the target market are getting more mature. The Turkish end users propose that Taiwanese machine tool builders should build a cooperative relation with local partner by joint ventures as well. By doing this, it will be easier to establish reliability with customers, enter deep into the market and be recognized by local customers, actively involve in the market, understand customer’s demand and keep excellent interaction with the market. All these actions will increase the possibility of enlarging market shares, grow and coexist with the Turkish industry.

目 錄

謝誌……………………………………………….…………………………………i
中文摘要………………………………………………….……………………….ii
Abstract…………………………………………………………………………….iii
目錄……………………………………….…………………………………………v
圖目錄……………………………………………………………………….…….vii
表目錄………………………………………………………………………...…..viii
第一章 緒論……………………………………………...………………………1
第一節 研究背景與動機…………………………………………………….1
第二節 研究目的…………………………………………………..………….2
第三節 研究流程…………………………………………………………..….5
第二章 土耳其投資環境分析與工具機市場現況………….......…6
第一節 土耳其投資環境分析…………...………………………………….6
第二節 土耳其工具機市場現況…………………………………….……18
第三節 土耳其與台灣工具機貿易之現況…………………………..…24
第三章 文獻探討……………………………………………………………..27
第一節 海外市場進入模式…………………………………………….….27
第二節 海外市場進入模式的相關理論……………………………...…32
第三節 海外市場進入模式決策………………………………………….43
第四章 研究方法……………………………………………………………..51
第一節 研究方法的選擇…………………………………………….……..51
第二節 研究對象………………..……………………..………………….....51
第三節 研究過程………………………………………………………….…52
第四節 研究可信度…………………………………………………………55
第五章 研究結果討論…………………………..………….………..……..56
第一節 研究發現…………………………………………….…………..…..56
第二節 管理意涵…………………………………………….………………61
第三節 未來研究之方向與研究限制…………………………………....62
參考文獻………………………………………………………………………….63
附錄…………………………………………………………………………….…..70
附錄一 國內A公司訪談內容……………………………………………...71
附錄二 國內B公司訪談內容…………………………………………..….74
附錄三 國內C公司訪談內容…………………………………………...…76
附錄四 國內D公司訪談內容………………………………………..…….78
附錄五 國內E公司訪談內容………………………………………………80
附錄六 國內F公司訪談內容……………………………………..………..82
附錄七 國內G公司訪談內容………………………………….…………..84
附錄八 國內H公司訪談內容……………………………………...………86
附錄九 土耳其當地產品使用者訪談大綱英文版……………………88
附錄十 土耳其A客戶訪談內容……………………………………….….89
附錄十一 土耳其B客戶訪談內容………………………………………..90
附錄十二 土耳其C客戶訪談內容………………………………………..91
附錄十三 土耳其D客戶訪談內容………………………………………..92
附錄十四 土耳其E客戶訪談內容……………………………………..…93
附錄十五 土耳其F客戶訪談內容………………………………………..95
附錄十六 土耳其G客戶訪談內容……………………………….………96
附錄十七 土耳其H客戶訪談內容……………………………….………97


圖目錄

圖 1-2-1 土耳其地圖…………………………………………………………….3
圖 1-3-1 研究流程圖…………………………………………………………….5
圖 2-1-1 2004年土耳其各產業部門占GNP比例………………………...…8
圖 2-2-1 土耳其製造業總產能利用率…………………………………..….19
圖 2-2-2 土耳其機械工業分類……………………………………………….20
圖 2-2-3 2004年機器工業設備進口種類比較……………………………..21
圖 2-2-4 土耳其工具機生產與消費總值比較…………………...………..22
圖 2-2-5 土耳其工具機市場主要工具機進口國…………………………24
圖 3-2-1 進入模式：以進入者在目標市場營運的區位與所有權特性
來分類………….………………………………………32
圖 3-3-1 台灣工具機進入土耳其市場之決策模式架構………………..50














表目錄

表 1-1-1 工具機分類………………………………………………...…………..1
表 2-1-1 土耳其基本資料……………………………………………………..10
表 2-1-2 土耳其獎勵投資措施……………………………………………….13
表 2-1-3 土耳其投資限制……………………………………………………..16
表 2-2-1 土耳其主要經濟活動之實質GNP年成長率………………...…18
表 2-2-2 土耳其工具機生產値、進口值、出口值與消費值比較……22
表 2-2-3 土耳其工具機進口值 (以原產國比較)…………………..…….23
表 3-1-1 間接出口與直接出口優缺點比較………………………….……29
表 3-1-2 海外市場進入模式之比較…………………………………….…..31
表 3-2-1 進入模式選擇理論的概念解釋、選擇機制以及重要支持理論的彙整………………………………………………………..………..37
表 3-2-2 各種典範的評估比較……………………………………………….39
表 3-2-3 資源基礎觀點 (RBV) 解釋進入模式選擇………...………….43
表 3-3-1 土耳其主要環境特色……………………………………………….44
表 3-3-2 近十年土耳其通貨膨脹率………………………………………...45
表 3-3-3 海外目標市場特性以及進入模式選擇…………………...…….49
表 5-1-1 折衷理論與進入模式之關係……………………………………...58

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