臺灣博碩士論文加值系統

自中國政府設立經濟特區，對外開放招商，吸引了許多海外廠商前往投資，跨國性的多層次傳銷商為了達到企業的永續經營、開拓海外市場、服務客戶起見也投身這個龐大的市場。不過面對到的卻是中國當地政府對多層次傳銷商的誤解與限制，而處處受限。所幸中國政府允諾，2004年底加入WTO後，將會開放無商舖銷售，也是本文中主要的產業多層次傳銷業。所以面對即將開放的大陸市場，想要進入此市場的多層次傳銷企業要如何選擇進入模式，以達事半功倍的效果。
當企業進行國際化以進入新市場時，使用的進入策略模式是投資成功與否的關鍵原因。而影響進入策略模式決定的因素、使用的進入模式與進入後的經營績效之間關係重大。為了探討它們之間的相互影響與因果關係，與文獻理論相印證，且供今後前往投資的多層次傳銷企業參考起見，本研究以跨國性多層次傳銷企業為對象，研究影響其初期選擇進入中國大陸市場策略模式決定的因素、使用的進入模式，與進入市場後經營績效的關係。
經本研究使用探索性研究的深度訪談法進行訪談、分析、研究後發現：動機與目的、地主國、產業、目標市場、企業本身條件等因素。在經過整理分析，將跨國性多層次傳銷商進入大陸市場的種種考量因素，發展出各命題，並加以說明。其中可以發現，地主國的考量仍是影響多層次傳銷商進入大陸市場所最主要的因素。然而在動機與目的方面，仍是因為大陸市場的龐大商機，與未來消費潛力。根據訪談結果來看，現在中國政府對於無店舖零售業的限制仍存在，主要的進入模式還是以獨資方式進入為主。
最後提出建議，希望讓未來想進入大陸市場的多層次傳銷企業，明白需要思考與考量的地方為何？未來可以針對不同的產業或是台灣的多層次傳銷企業來進行更深入的研究。

After establishing the special economic zone and opening the market for outside investment, the Government of Mainland China attracts plenty of foreign business to get in. To develop a new market, achieve a permanent operation and serve consumers, businessmen of multinational multi-level marketing devote themselves to this enormous market. However, they are forbidden in various ways because of Mainland China Government’s misunderstanding and restrictions to multi-level marketing. Fortunately, the Government of Mainland China promise to open store less marketing, the multi-level marketing in the end of 2004. Thus, facing this new market, multi-level marketing businesses need to choose proper entry modes to get the best result.
When an enterprise internationalizes to enter a now market, the entry mode it adopts is the key point of success. The relationship among the factor of entry strategy decision, adopted entry mode and performance is significant. To research their interaction and causality, prove theoretical literatures and offer references to investing multi-level marketing enterprises, I pick some multinational multi-level marketing enterprises for objects, studying about the relationship among these three.
Through in-depth interviews, analyses and study of Exploratory Study, I fond factors such as motivations and objectives, host countries, industries, targeted markets and conditions of enterprises. After induction, I develop various topics and explain further. It is obvious that the host country is the top factor to influence multi-level marketing businessmen to enter.
Nevertheless, in the aspect of motivations and objectives, they still prefer Mainland China because of its tremendous benefit and consuming potential. According to the interviews, the Government of Mainland China still place restrictions to multi-level marketing and almost enterprises choose solely own capitals to get into Mainland China.
In the end, I recommend those multi-level enterprises planning to enter Mainland China understand what to concern. Therefore, we can study further about multi-level marketing in Taiwan or other industries.

Keywords:
Multi-level Marketing
Entry Strategy
Entry Mode
Entry Mode to Mainland China
Performance.

摘要 Ⅰ
ABSTRACT Ⅱ
誌謝 Ⅳ
目錄 Ⅴ
表目錄 Ⅶ
圖目錄 Ⅷ
第一章 緒論 1
第一節 研究緣起 1
第二節 研究動機與目的 1
第三節 研究流程 4
第二章 文獻探討 6
第一節 傳銷業簡介 6
第二節 進入策略相關理論及決策考量因子 13
第三節 大陸進入策略模式相關理論 27
第四節 國際市場進入模式與經營績效之相關文獻 32
第五節 文獻評析與引用 35
第三章 研究方法 38
第一節 研究架構 38
第二節 研究方法 39
第三節 抽樣方法與樣本介紹 40
第四節 訪談程序與問題設計 41
第五節 資料整理與分析 41
第四章 研究結果 42
第一節 研究對象之背景 42
第二節 影響進入策略模式選擇的因素分析 43
第三節 進入策略模式的選擇與決定 53
第四節 經營績效評估 55
第五章 研究結論與建議 58
第一節 研究結論 58
第二節 研究建議 64
第三節 研究限制與後續研究建議 64
參考文獻 67
附錄一　目前大陸多層次傳銷業的發展簡介 73
附錄二　問卷 76
附錄三　訪談資料 80

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