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研究生:顏子健
研究生(外文):Gan, Tze-Jian
論文名稱:新南向与台灣中小企業: 進軍馬來西亞之有效通路
論文名稱(外文):New Southbound Policy and Taiwan SMEs:How Firms could sell into Malaysia Effectively
指導教授:林哲群林哲群引用關係
指導教授(外文):Lin, Che-Chun
口試委員:蔡锦堂張焯然
口試委員(外文):CHANG, JOW-RAN
口試日期:2017-07-21
學位類別:碩士
校院名稱:國立清華大學
系所名稱:國際專業管理碩士班
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:2017
畢業學年度:105
語文別:英文
論文頁數:59
中文關鍵詞:馬來西亞新南向政策清真認證電子商務服務業
外文關鍵詞:MalaysiaNew Southbound Policye-commerceHalal certificationservices
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As a nation that is comparatively small in terms of size and population, Taiwan has to rely mainly on export as part of their growth strategy. Its share of total export in 2015 was valued at NTD$ USD$285 billion, which is 54 percent of its total economic activities for the year (NT$285b/523b) Ministry of Finance. Currently, the total bulk of Taiwanese exports to ASEAN countries rank second after its exports to China. Having said that, SMEs share of export for that year itself is 15.21%, a comparatively low figure. The paper therefore seeks to study the potential opportunities for Taiwan SMEs at this juncture under the auspices of a New Southbound Policy, a renewed economic directive under the new government. For Malaysia which no longer enjoys substantial cost advantages in terms of labor intensive manufacturing, service industry has to be the next significant revenue driver. SME owners have a grasp of understanding about the domestic market, moreover to the myriad rainbow of multi-ethnicities living in Malaysia. Following section orientates among numerous topics with regard to new company registration, securing finance, Halal industry, and various marketing channels in Malaysia, with an emphasis towards retail and services.
TABLE OF CONTENTS

ABSTRACT……………………………………………………………………………………………………………………………………………II
INTRODUCTION……………………………………………………………………………………………………………………………………1
CHAPTER 1 - Fundamentals: The Malaysian Society………………………………………4
I. Government ……...…………………………………………………………….……………………………………4
II. Telecommunications………………………………………………….….……………………………………8
III. Infrastructure & Utilities…………….………………………………….……………………9
IV. Firms…………………………...………………………………………………………………………………………………15
V. Financing………………………………………………………………………………………………………………………17
CHAPTER 2 - Hail to the Malaysian Digital Economy…………………………………19
I. Power of e-Commerce …………………………………………………………………………………………21
II. Logistics for e-Commerce……………………………………………….……………………………24
CHAPTER 3 -MALAYSIAN RETAIL LANDSCAPE -
Market Segments and Positioning…………………………..…………………………………………………26
I. Halal Products…………………………………………………………………….…………………………………26
II. Ethnicities…………………………………………………………………………………………………………………30
III. Retail Space………….…………………………………………………………..….……………………………31
IV. Income Level…………..…………………………………………………………….………………………………34
V. Gender………………………………………………………………………..…………………………………………………37
VI. Effect of Media, Friends and Family…………………………………………………39
VII. Users Experience……………………………………………………….…………………………………………41
DISCUSSION & CONCLUSION ……………………………………………………………………………………………………44
REFERENCES & APPENDICES………………………………………………...…….………………………………………48
LIST OF TABLES
TABLE 1:
SME Export Value as a Share of Total Sales of SMEs and Total Export Value…………………………………………………………………………………………………………………………………………………………2
TABLE 2:
Selected Public Listed Entities in Singapore and Malaysia………………5
TABLE 3:
Total Manufacturing Projects Approved by States, 2016 and 2015…7
TABLE 4:
National Income and Population 2014 - 2016…………………………………………………19
TABLE 5:
E-Commerce Fee Structure on Three Main Players………………………………………23
Table 6:
Comparison of Rental Rates among Prime Retail Space…………………………32


LIST OF FIGURES
FIGURE 1:
Bandar Iskandar Malaysia New Township Development Plan………………………6
FIGURE 2:
Percentage of 4th Generation Users in Malaysia………………………………………… 8
FIGURE 3:
Railway Map in Peninsular Malaysia………………………………………………….………………… 11
FIGURE 4:
Expressway Maps in Peninsular Malaysia…………………………………………………………… 12
FIGURE 5:
Commercial Tariff…………………………………………………………………………………………………………………… 13
FIGURE 6:
Business Registration Turnaround Time Among Southeast Asian countries……………………………………………………………………………………………………………………………………………17
FIGURE 7:
Summary of Financial Institutions in Malaysia……………………………………………17
FIGURE 8:
Malaysian and Taiwanese Halal Certification logo……………………………………29
FIGURE 9:
General Fees Structure for Halal Certification in Taiwa….…….……29
FIGURE 10:
Selected Malaysian gas stations with adjunct drive-through restaurants and convenient stores……………………………………………………………………………34
FIGURE 11:
Mean and Median Income (spending power) of rural and urban Malaysians (2014 & 2012) …………………………………………………………………………………………………35
FIGURE 12:
Malaysia Female Labor Participation Rate 2005 - 2015…………………………37
FIGURE 13
Call plans by telecommunication companies DIGI (left) and MAXIS (right)…………………………………………………………………………………………………………………………………………………40
REFERENCES
APEC Policy Support Unit (APSU), “SME Market Access and Internationalization: Medium-term KPIs for the SMEWG Strategic Plan,” June 2010. p. 22
A. T. Kearney (2015). Global Retail Expansion: An Unstoppable Force, The 2015 Global Retail Development Index Report, https://www.atkearney.com/consumer-products-retail/global-retail-development-index/2015, accessed 01-05-2017.
Bakewell, C., & Mitchell, V. W. (2006). Male versus female consumer decision making styles. Journal of business research, 59(12), 1297-1300. Behavioral Scientist 44 (1): 95-111
Chen 陳鴻瑜. (2007). 新南向政策效果往上提升. 展望與探索》(臺北), 5(8), 16-22.
Drucker, P. F. (1999). Beyond the information revolution. ATLANTIC-BOSTON-, 284, 47-59.
Executive Yuan, (2016). New Southbound Policy Promotion Plan, http://english.ey.gov.tw/News_Hot_Topic.aspx?n=D61190201622DA50&sms=B5449820D7077391, accessed 26-09-2016.
Hall, P. G., & Pain, K. (2006). The polycentric metropolis: learning from mega-city regions in Europe. Routledge.
Jamaludin, A. (2009). Energy mix and alternatives energy for sustainable development in Malaysia. Tokyo, Japan: 9th International Students Summit on Food, Agriculture and Environment in the New Century.
Kamaruddin, A. R., & Kamaruddin, K. (2009). Malay culture and consumer decision-making styles: an investigation on religious and ethnic dimensions. Jurnal Kemanusiaan, 14.
Mariyappan, K., (2000). Country Report From Malaysia: Status of Renewable Energy and Energy Efficiency in Malaysia. Available at: www.isep.or.jp/spena/2000/countryreports/malaysia.htm.
MAS (2000). A survey of Singapore's monetary history. Occasional Paper No. 18, Monetary Authority of Singapore..
Mastor, K. A., Jin, P. and Cooper, M. (2000). Malay Culture and Personality. American
Mohamad, J., & Kiggundu, A. T. (2007). The rise of the private car in Kuala Lumpur, Malaysia: Assessing the policy options. IATSS research, 31(1), 69-77.
Mokhlis, S. (2009). An investigation of consumer decision-making styles of young-adults in Malaysia. International Journal of Business and Management, 4(4), 140.
Mokhlis, S., & Salleh, H. S. (2009). Decision-making styles of young Malay, Chinese and Indian consumers in Malaysia. Asian Social Science, 5(12), 50.
Othman, M. N., & Wong, H. W. (2008). Demographic and lifestyle profiles of ethnocentric and non-ethnocentric urban Malaysian consumers. Asian Journal of Business and Accounting, 1(1), 5-26.
Otnes, C., & McGrath, M. A. (2001). Perceptions and realities of male shopping behavior. Journal of retailing, 77(1), 111-137.
Sprotles, G. B., & Kendall, E. L. (1986). A methodology for profiling consumers' decision‐making styles. Journal of Consumer Affairs, 20(2), 267-279.
Tan, M. P. N. (Ed.). (1992). Prudence at the helm: Board of Commissioners of Currency Singapore 1967–1992. National Library Board of Singapore. Call no.: RSING 332.4095957 SIN.
UNCTAD, (2011). Review of Maritime Transport: The Strategic Importance of the Straits of Malacca for World Trade and Regional Development . United Nations Conference on Trade and Development ZEF Working Paper Series (17).
Wang 王勤. (2003). 台湾对东南亚直接投资与 “南向政策”. 台湾研究集刊, (2), 96-100.
WealthInsight White Paper, (2014). Millionaires in Malaysia: 26,000 and counting, www.marketresearch.com, http://www.wealthinsight.com/pressrelease/millionaires-in-malaysia-26000-and-counting-4462509, accessed 01-05-2017
Zhang, Xiaobo; Yang, Jin; Wang, Shenglin (December 2011). "China has reached the Lewis turning point". China Economic Review 22 (4): 542–554
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