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研究生:溫芮瑜
研究生(外文):Wen Jui-Yu
論文名稱:國外市場品牌進入模式之決定因素
指導教授:黃延聰黃延聰引用關係
學位類別:碩士
校院名稱:東海大學
系所名稱:企業管理學系碩士班
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:2007
畢業學年度:95
語文別:中文
論文頁數:108
中文關鍵詞:品牌進入模式折衷理論品牌行銷績效台灣廠商自有品牌
外文關鍵詞:Brand entry modeEclectic frameworkBrand marketing performanceBranding of Taiwanese firm
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過去探討企業在國外市場的進入模式選擇相關研究,主要以生產活動的進入模式為主,對於欲將自有品牌推廣至國際市場的台灣廠商而言,同樣地也會有許多因素影響廠商選擇適合的品牌進入模式機構安排。本研究企圖從品牌行銷的觀點,分別探討OLI折衷理論中的所有權優勢(產品差異化能力、多國經驗)、區位優勢(市場潛力、投資風險)、內部化優勢(品牌行銷人力資產專屬性)如何影響品牌進入模式的選擇,以及符合OLI折衷理論作為選擇品牌進入模式基礎廠商的國際市場品牌行銷績效表現是否會比品牌進入模式選擇基礎不符合OLI折衷理論的廠商更好。本研究根據折衷理論進行假設推導,並配合實證的方式來驗證本研究所推導之假設。

本研究依據OLI折衷理論之所有權優勢、區位優勢、內部化優勢:產品差異化能力、多國經驗、市場潛力、投資風險、品牌行銷人力資產專屬性之影響為假設1-5,並以logistics regression進行檢定;符合OLI折衷理論的品牌進入模式對廠商的國際市場品牌行銷績效之影響為假設6-1、6-2,並以複迴歸進行檢定。

本研究發現:
一、當企業產品差異化能力愈高,會採取非品牌獨資進入模式。
二、當企業多國經驗愈豐富,會採取品牌獨資進入模式。
三、當國外市場的市場潛力愈高,企業採取品牌獨資進入模式。
四、當國外市場投資風險程度對品牌進入模式無影響。
五、當企業品牌行銷人力資產專屬性程度愈高,會採取品牌獨資進入模式。
六、當進入新市場時,以OLI優勢作為選擇品牌進入模式的基礎對品牌績效無影響。
七、當進入新市場時,以OLI優勢作為選擇品牌進入模式基礎的廠商將會比品牌進入
模式選擇沒有配適OLI優勢廠商的財務績效來得更好。
Most of foreign market entry mode choice is examining productive activities. There are also lots of reasons affecting firms which want to promote their brand to international market. Therefore, this study attempts to from aspect of brand marketing, examine Dunning`s Ownership advantages (the capability to differentiate product and multinational experiences), Location advantages (market potential and risk investment) and Internalization advantage (the specific of brand marketing resource) framework how to affect brand entry mode choice, and determine if firms which select their brand entry mode based on OLI variables perform batter international brand marketing performances than firms which brand entry mode does not base on OLI variables. This study develops the hypotheses based on OLI framework and examines the hypotheses by empirical method.
The variables of the capability to differentiate product, multinational experiences, market potential, risk investment and the specific of brand marketing resource are hypotheses 1 to hypotheses 5, and they are tested by logistics regression. The brand marketing performances of firms which their brand entry mode based on OLI variables are hypotheses 6-1 and 6-2, and they are tested by multiple regression.
The findings of this study are:
1.Firms with higher capability to differentiate product, they select
non-wholly owned of brand entry mode.
2.Firms with more multinational experiences, they select wholly
owned of brand entry mode.
3.The more market potential in the foreign market, firm select
wholly owned of brand entry mode.
4.The risk investment in the foreign market has no impact on brand
entry mode choice.
5.Firms with more specific of brand marketing resource, they select
wholly owned of brand entry mode.
6.When firm entries new foreign market, firms that brand entry mode
based on OLI variables do not affect brand performance.
7.When firm entries new foreign market, firms that brand entry mode
based on OLI variables have better financial performance than
firms that brand entry mode do not base on OLI variables.
第一章 緒論 1
第一節 研究動機 1
第二節 研究問題與目的 3
第三節 研究流程 4
第四節 論文架構 5
第二章 文獻探討與觀念性架構 6
第一節 品牌國際化 6
第二節 品牌進入模式 11
第三節 影響品牌進入模式選擇之因素 18
第四節 研究架構與假設彙整 38
第三章 研究方法 43
第一節 研究構念之操作性定義與衡量 43
第二節 研究對象與抽樣方法 50
第三節 問卷設計、調查與回收 51
第四節 樣本特性 52
第五節 信度和效度的評鑑 60
第六節 資料分析方法 63
第四章 研究結果 67
第一節 研究變數之敘述統計及相關分析 67
第二節 模型檢定 70
第五章 結論與建議 77
第一節 研究結論 77
第二節 研究涵義 86
第三節 研究限制 91
第四節 後續研究之建議 92
參考文獻 93
附 錄 一 100
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