這篇論文主要探討兩間外國電動工具製造商，進入台灣的策略選擇是銷售子公司或是代理商為例子。透過與兩間公司訪談，與筆者以前在其中一間電動工具製造商的產業經驗，再經過資料收集、產業報告分析、文獻資料等，來比較兩間公司進入台灣市場的原因，研究結果發現兩間公司進入台灣選擇採用銷售子公司直接銷售或是採用代理商模式，取決於企業自身擁有的資源條件，以及進入國的政治、經濟、文化等環境因素。企業的產品獨特性高，可以採用銷售子公司來進入新市場，如果企業的產品與市場同質性較高，則可採用代理商進入市場。 / This paper focuses primarily on two foreign manufacturers of power tools, and their choice of methods when entering Taiwan market via the used subsidiaries or agents. I compared their decision making process and their considerations of entry in Taiwan markets through in-depth interviews along with my previous first-hand experience in the industrial fields, data collection, industry analysis, and literature review.
The results showed that whether these two companies choose to adopt the sales subsidiaries or to use agency, depends on the resources they have control over as well as the political, economic and cultural environmental factors of the targeted markets and countries. In theory, if a company's products are unique, one should consider to use the sales subsidiary to enter the market. On the other hand, if the enterprise's products are similar to those in the market, one can use agents to penetrate the market.
| Identifer | oai:union.ndltd.org:CHENGCHI/G0105363061 |
| Creators | 黃培倫, Huang, Pei Lun |
| Publisher | 國立政治大學 |
| Source Sets | National Chengchi University Libraries |
| Language | 中文 |
| Detected Language | English |
| Type | text |
| Rights | Copyright © nccu library on behalf of the copyright holders |
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