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研究生:阮青恆
研究生(外文):Nguyen, Thanh-Hang
論文名稱:至越南進行國際貿易所面臨的行銷挑戰 - 針對台灣投資者所擬訂的策略
論文名稱(外文):Marketing Challenge for International Trade in Vietnam - Issue for Taiwan New Entrants
指導教授:丘宏昌丘宏昌引用關係
指導教授(外文):Chiu, Hung-Chang
口試委員:謝依靜謝英哲
口試委員(外文):Hsieh, Yi-ChingHsieh, Ying-Che
口試日期:2017-06-02
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:44
中文關鍵詞:行銷策略越南台灣投資
外文關鍵詞:marketingstrategyVietnamTaiwaninvestment
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本論文旨在分析給台灣欲前進越南投資者之可行的市場行銷策略。
自2006年迄今,台灣為越南之最大宗海外直接投資者之一,然高居此位勢必與投資成功有關,而背後須有完整的市場行銷策略,文中藉由概覽越南經濟、社會、文化和政策,針對欲至越南投資之台灣個人與企業提供在行銷方面的實質建議。
The main objective of this thesis is to analyze marketing strategy for Taiwan New Entrants who want to entry into the Vietnam market since Taiwan has been one of the largest source of foreign direct investment in Vietnam since 2006 until now.
This paper reviews the Vietnamese economy, society, culture, and policies towards foreign investment to inform Taiwan new entrants who considering to invest in Vietnam, and to provide some practical advice.
ABSTRACT i
ACKNOWLEDGEMENTS iii
TABLE OF CONTENTS iv
LIST OF TABLES v
LIST OF FIGURES vi
CHAPTER 1: INTRODUCTION 1
CHAPTER 2: COUNTRY BACKGROUND 2
2.1 Economic factor 2
2.2 Political factors - attitude toward foreign direct investment 8
2.3 Socio-cultural factors 9
CHAPTER 3: LITERATURE REVIEW 11
3.1 Vietnam – Taiwan relation 11
3.2 Vietnam-Taiwan investment cooperation 12
3.3 Vietnamese attitude towards foreign businesses and investment 16
3.3.1 Vietnam’s international integration achievements 16
3.3.2 Industrial promotion 17
3.3.3 Influence of Vietnam Cultural on FDI 19
CHAPTER 4: OPPORTUNITIES AND CHALLENGES FOR NEW INVESTORS 20
4.1 Vietnam business culture 20
4.2 Vietnam tax incentive policy 23
4.3 Opportunities and challenges 24
CHAPTER 5: MANAGING BUSINESSES IN VIETNAM AND SUGGESTIONS 27
5.1 Case company’s analysis - Toyota Motor Vietnam 27
5.1.1 Company Introduction 27
5.1.2 Achievements 28
5.1.3 Human resource development 29
5.1.4 Development and production 30
5.1.5 Limitations and solutions 31
5.2 Suggestions 32
CHAPTER 6: CONCLUSION 33
References: 35
APPENDIX: 37
Thi Mai, Nguyen, 2017, Attracting Foreign Direct Investment in agriculture in Vietnam. Vietnam National Forestry University, Tạp chí Khoa học và Công nghệ Lâm nghiệp N.03.

General Statistics Office of Vietnam, 2017, Statistical Documentation and Service Centre.

World Bank, 2017. Vietnam World Bank Data

Asia Briefing, Mar 28, 2016. Vietnam 2016: Foreign Investment Opportunities & Trends.

The Ministry of Finance, Apr 05, 2016. Quản lý Tài chính doanh nghiệp, Tổng hợp, phân tích báo cáo tài chính năm 2015 của doanh nghiệp FDI

Shira, Dezan & Associates, Feb 16, 2016. Vietnam’s FDI Outlook for 2016: Trends and Opportunities. Vietnam Briefing

Thi Hoang, Thu, 2017. Determinants of Foreign Direct Investment in Vietnam.

Vietnam Country Commercial Guide, July 19, 2017. Export.gov, Vietnam - 1-Openness to, & Restrictions Upon Foreign Investment.

Vietnam Country Commercial Guide, July 19, 2017. Export.gov, Vietnam Country Commercial Guide.

Trading Economics, Sep, 2017. Vietnam GDP Growth Rate

Trading Economics, Sep, 2017. Vietnam GDP Annual Growth Rate

Taipei Economic and Cultural Vietnam, Sep, 2016. 駐胡志明市辦事處經濟組, 越南經貿暨投資環境.

Vietnam Openness to, & Restrictions Upon Foreign Investment, July 19, 2017. Vietnam Country Commercial Guide

Xuan Thanh, Dang, Aug 16, 2011. AEC, ECFA and Vietnam-Taiwan Economic Relations

Meltzer Joshua, East Asia Policy Paper 2, Jan, 2014. Taiwan’s Economic Opportunities and Challenges and the Importance of the Trans-Pacific Partnership

VnEconomy, Nov 26, 2014. Giữ nguyên 6 ngành nghề cấm đầu tư kinh doanh.

LNT & Partners, June, 6, 2014. Taiwan Investments Profile in Vietnam

Financier World Wide, Dec, 2015. Vietnam Seeks to Attract More Foreign Investment with Two New Laws

Vietnam Briefing, Jan 24, 2017. Vietnam in 2017: Spotting Opportunities for FDI.
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