中國於 1970 年代末，展開改革開放政策，積極改善投資環境，建立市場經濟體制，擴大企業於商品流通的自主權，加速市場成長，並推行自由化、國際化的經濟政策；目前中國市場已成為全世界矚目且為最具有吸引力、市場潛力、以及投資活力的超級經濟區，吸引了許多企業進軍中國市場，大量的外國企業到大陸投資設廠，台商也不例外。
從 1988 年開始，台灣由早期的勞動密集的傳統產業，到最近科技密集的半導體產業，台商為減低成本，陸續在中國大陸地區投資設廠或拓展當地市場；中國大陸的開放政策與經濟發展實力，對於台灣產業在對外投資上的選擇，形成了一股強大的拉力。
本論文以台商於中國大陸市場進入策略分析 － 以電子產業為例為題，以前往中國投資的台商為研究對象，希望藉由探討台商於中國大陸市場所採行的市場進入策略分析，研究市場進入模式與企業經營績效之間的關係。
本研究實證結果發現： (1) 台商進入中國大陸市場的主要原因在於擴大市場、降低生產與服務成本、及降低投資與經營風險。(2) 不同中國地區對台商電子產業投資的適合度不同；(3) 台商電子產業投資於不同中國地區，經營績效也有不同。

At the end of 1970s, China carried reform and opening policy as it works actively to improve investment environment, establish market economy system, expand autonomy of enterprise with commodity, speed up market growth, and facilitate liberalization and internationalization economic policy. Presently, China market has already become the most eye-catching and tempting market of world and it is considered as super economic zone with tremendous market potential and investment vitality. Thus, it has attracted many enterprises for penetration, while massive amount of foreign enterprises head to China for investment and establish plant, and so as Taiwan enterprise.
From 1980, Taiwan also transformed from labor-intensive traditional industry to recent technology-intensive semiconductor industry. To reduce cost, Taiwan enterprises have serially placed investment setting up plant or expanding local market at mainland China. Opening policy and economic power of development in mainland China has turned it into a strong and might pulling strength with choice of oversea investment for Taiwan industry.
This paper will, based on market entry strategy of Taiwan enterprise to China illustrated with electronic industry for analysis, conduct research target on Taiwan enterprise to China for investment. It is hoped to study the relationship between market entry model and management performance of enterprise through analysis of market entry strategy employed by Taiwan enterprise for mainland China market.
As found from substantive results of this study: (1) the primary reason of Taiwan enterprise to mainland China market is to expand their market, lower production cost and service cost, and investment and management risk; (2) diverse areas in China provide diverse extent of suitability for investment of electronic industry of Taiwan enterprise; (3) investment of electronic industry by Taiwan enterprise at diverse areas of China has also achieved with diverse management performance.

第一章 緒 論 1
第一節 研究背景與動機 1
第二節 研究目的 3
第三節 研究流程 4
第四節 論文綱要 5
第二章 文獻回顧 6
第一節 市場進入的初探 6
一、 國際化的定義 6
二、 市場進入動機 8
三、 市場進入時機 14
四、 市場進入障礙 19
第二節 市場進入策略的探討 21
一、 市場進入模式的定義 21
二、 市場進入策略的型態 23
三、 市場進入策略選擇的考量因素 34
第三節 經營績效的探討 38
一、 經營績效的定義 38
二、 經營績效的影響因素 38
三、 經營績效的衡量指標 39
四、 市場進入與經營績效的關係 40
第四節 台商電子產業於中國大陸經營的探討 44
一、 台商於中國大陸的投資概況 44
二、 台商電子產業於中國大陸的經營概況 48
第三章 研究設計 52
第一節 研究架構 52
第二節 研究變數 53
第三節 研究假說 58
第四節 研究範圍 60
第五節 資料蒐集方法 62
第六節 研究方法 63
第四章 統計實證分析 65
第一節 敘述性統計分析 65
第二節 相關性分析 82
第三節 變異數分析 89
第四節 實證分析小結 104
第五章 結論與建議 107
第一節 研究結論 107
第二節 管理涵意 109
第三節 研究限制 110
第四節 未來研究建議 110
參考文獻 111

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