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研究生:鍾慧平
研究生(外文):Hui-ping Chung
論文名稱:美商家庭娛樂企業台灣市場進入模式之探討
論文名稱(外文):Entry Modes Analysis of International Home Video Firms into Taiwan Market
指導教授:榮泰生榮泰生引用關係
指導教授(外文):Tyson Jung
學位類別:碩士
校院名稱:輔仁大學
系所名稱:管理學研究所
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:2006
畢業學年度:94
語文別:中文
論文頁數:110
中文關鍵詞:資源基礎論國際化策略進入模式多角化
外文關鍵詞:resource-based theoryinternational strategyentry modediversify strategy
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曾幾何時,家庭影碟的收益已佔全球娛樂產業龍頭「好萊塢美商五大影業」總收入的7成,反客為主地取代電影院線收入,躍升為金牛事業。
20世紀初,好萊塢在全球電影市場獨占鼇頭一百年,在跨入千禧年後,隨著全球娛樂消費支出逐年提升,亞洲經濟發展起飛,中國大陸市場開放,亞洲各國娛樂事業而更蓬勃發展。隨著時代的變遷,美國好萊塢電影產業並沒有因此衰退,反而透過敏銳的市場嗅覺、科技的研發、高度彈性的組織運作並靈活運用企業本身的優勢,成功讓DVD大舉滲透國際市場,且在世界各國大放異彩。此時,不禁要深思,正值全球娛樂消費不斷成長之際,台灣的娛樂產業該如何借鏡美國,在這充滿競爭及機會的時代裡取得一席之地。
本研究之目的,是以美商五大影業的分公司和代理商做為研究對象,並參考家庭娛樂事業的進入模式類型為主體,探討核心資源、多國籍經營策略和多角化策略此三大構面對於進入類型的影響程度,企圖驗證:
1.核心資源的強弱是否會影響進入模式。
2.當多國籍經營策略的不同時,是否會影響進入模式的選擇。
3.多角化事業的相關或非相關事業發展對於進入模式是否會有影響。
研究結果發現,除「多角化策略」中的相關事業多角化與非相關事業多角化變數外,「組織能力」、「無形資產」及「多國籍經營策略」中的策略變數皆會影響市場進入模式的類型。基於研究發現,本研究建議相關娛樂產業進軍國際時,可以其本身核心資源的強弱和國際化策略目標及方向,來考量與訂定較適切的進入模式類型以取得市場。
For years, home video business has accounted for 70% gross of Hollywood Major 5, the top 5 global entertainment leaders, to replace the theatrical position turning into a Cash Cow business.
Hollywood movie has been prevailed the market over a hundred year since 20th century. After millennium, entertainment business in Asia is also burgeoning in consequence of increasing global entertainment expenditure, Asia economic growth and China’s open-door policy. With penetrating market sense, new technology R&D, highly-flexible organization as well as elastic and effective use of advantage in itself, Hollywood Majors always synchronize the fluid world and successfully pushed DVD forward penetrating international market. At the moment, we contemplate how our entertainment firms can learn from Majors to get share of foreign market in a era full of competition and opportunity.
The purpose of the paper is to probe into how 3 propositions-resource-based theory, international strategy and diversify strategy– influence the entry decision of home video licenses and franchises. We try to demonstrate the following:
1. Does the dissimilar strength of core resources affect entry mode?
2. Does different international strategy result in different entry mode?
3. Is there any influence of related or un-related diversify strategy on the choice of entry mode?
The result indicates that entry mode decision is affected by 3 proposed propositions except for diversify strategy. Based on the findings, the suggestion to related entertainment firms is to take into account their strength of core resources and goal and course of international strategy when entering the global marketplace so as to make a appropriate decision on the choice of entry mode.
第壹章 緒論 1
第一節、研究背景 1
第二節、研究動機 10
第三節、研究目的 15

第貳章 文獻探討 17
第一節、多國籍經營策略 17
第二節、國際市場進入模式 31
第三節、資源基礎理論 38
第四節、多角化策略 46

第參章、研究方法 55
第一節、研究流程 55
第二節、研究架構 56
第三節、操作性變數衡量 56
第四節、個案研究方法 58
第五節、個案研究的品質-信度與效度 59
第六節、個案的選擇 59
第七節、個案的蒐集 60
第八節、資料分析方法 61

第肆章、個案分析 63
第一節、A個案分析-華納 65
第二節、B個案分析-迪士尼 72
第三節、C個案分析-新力 78
第四節、D個案分析-二十一世紀福斯 84
第五節、E個案分析-UIP聯合影業 86
第六節、個案綜合分析與發現 89

第五章、結論與建議 95
第一節、研究結論 95
第二節、研究建議 96
第三節、研究限制 97
第四節、後續研究 97

參考文獻 99
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三、網站部分
1.http: //gcis.nat.gov.tw/welcome.jsp
2.http: //www.videobusiness.com
3.http: //www.hollywoodindustry.com
4.http: //www.mpaa.org/AboutUs.asp
5.http: //www.smokefreemovies.ucsf.edu/index.html
6.http: //www.polaris.com.tw/3good/news/topic/t890705_2.htm
7.http: //www.timewarner.com/corp/
8.http: //money.cnn.com/magazines/fortune/fortune500/snapshots/1619.html
9.http: //en.wikipedia.org/wiki/Fox_Entertainment_Group
10.http: //www.sonypictures.com/index.html
11.http: //www.epochtimes.com/b5/3/11/5/n406268.htm
12.http: //movie.starblvd.net/cgi-bin/movie/big5?chart/filmcompany.html
13.http: //www.wiseking.us/article.php/1020
14.http: //en.wikipedia.org/wiki/Main_Page
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