隨著全球化的推進，越來越多企業以海外拓展為新事業及多角化經營的方針，試法突破傳統產業在台灣的窘境。其中，誠品書局以台灣本土品牌之姿成功推向世界，擔任跨時代、跨界、跨文化及跨領域之重要角色，成功透過海外夥伴的異業結盟和品牌顧問方式，穩定海外支店的經營。更在豐富多元的商圈選擇下，走出屬於文創人的一條路。

The advent of globalization results in more need to breakthrough current market location being driving force for traditional industry to rethink their global expansion strategy. Eslite, as pioneer in the bookstore industry becoming compound shopping mall in recent years, innovates their bookstore management serving as cultural bridge connecting histories, cultures, times, lifestyle and designers at the stage of proposition of creative culture.
The purpose of this study is to identify key elements contributing to Eslite’s outstanding performance outside Taiwan market and insights into selecting their trading area as well as forming partnership. A framework talks from backgrounds of entering foreign countries, factors of trading area selection, development of product diversification and localization and standardization.
This study found Eslite’s overseas expansion strategies available for Taiwanese brand creating extra value by platform creation and distinguished cultural connection. It also offers implications concerning how Taiwanese brand leading Taiwanese brands go global by investigating Eslite corporate vision, reasons of overseas expansion and interactions with customers, designers and business partners. Using secondary data collection method to examine Eslite’s attributes to identify proper trading area to locate, this research would help future studies recognize enterable market environment, necessity and commitment on internationalization strategy.
Key words: Entry mode, Internationalization of Taiwanese brand, Trading area, Localization and standardization, Cultural creativity industry

Abstract .....................i
i Acknowledgement ................... ii
ii Table of Content .................. iii
iii List of Tables ..................iv
iv List of Figures ................... v
Chapter 1 Introduction ...................1
1.1 Research Background & Motivation ...................1
1.2 Research Objective ....................2
Chapter 2 Literature Review ....................4
2.1 Introduction.....................4
2.2 Strategy of Internationalization Development ....................4
2.3 Trading Area Selection ...................12
2.4 Retailing Positioning Strategy ...................14
2.5 International retailing - Standardization and Differentiation..................19
Chapter 3 Research Methodology..................22
3.1 Research Framework .................23
3.2 Research Design.................25
Chapter 4 Research Results and Discussion .................26
4.1 Chapter Overview ................26
4.2 Insights on Eslite’s survival and international market expansion................27
4.3 Analysis of Eslite’s Overseas management ................29
4.4 Influencing factors on Trading area selection................33
4.5 Japanese Market Focus ................37
Chapter 5 Conclusions and Suggestion................41
5-1 Conclusion and discussion................41
5-2 Implications ................41
5-3 Research limits and recommendations for future study ................43
References ................45

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