Please use this identifier to cite or link to this item: https://ah.lib.nccu.edu.tw/handle/140.119/100575
題名: IPC產業供應商之海外發展與挑戰 -以個案公司進入日本市場為例
IPC supplier’s foreign entry and challenge - A study of a case company
作者: 張筱菁
Chang, Hsiao Ching
貢獻者: 巫立宇
Wu, Lei Yu
張筱菁
Chang, Hsiao Ching
關鍵詞: 海外進入
自動辨識類產品
策略行銷分析
foreign entry
automatic identification
4C
日期: 2016
上傳時間: 22-Aug-2016
摘要: 本研究探討的個案公司為一間自動辨識類產品供應商,總部位於美國,在台設有子公司從事製造與亞太區業務開發,其供應之零件在POS系統產業供應鏈中具有相當的知名度。本研究採取個案分析法,探討個案公司在海外市場進入策略中,如何選定日本為進入市場、並透過何種方式進入的策略。同時,利用波特的五力分析原型探討個案公司在日本市場所呈現的企業競爭力。此外,採用邱志聖(2010)策略行銷分析架構來分析進入日本市場後,透過在地代理商作為居中的角色,如何在個案公司與日本終端客戶之間互動,來降低個案公司與終端客戶之間交易行為產生的四種成本,其四種成本分別為:外顯單位效益成本、資訊搜尋成本、道德危機成本、專屬陷入成本。最後,再透過個案的觀察與分析的結果,提出對個案公司的未來經營日本市場以及與代理商合作關係的建議。\r\n\r\n本研究主要發現為,個案公司為了使企業內部資源運用最大化,並向外發展利基市場,因此選擇進入日本市場。基於風險評估及交易成本的考量,個案公司發展出當地代理制度與日本當地具產業經驗者合作來推行個案公司專案的服務。 透過代理制度引進後,終端客戶與個案公司之間的交易成本雖然在外顯單位效益成本上的變化無法做明確預估之外,在資訊搜尋、道德風險、及專屬陷入成本上,都有顯著下降,且個案公司的日本市場的整體營收有明顯成長。\r\n\r\n本研究對個案公司提出的建議有三點,分別為:一、持續適度地參與代理商與終端客戶的接觸,協助降低終端客戶的交易成本並提升合作信心。二、增加代理商的專屬陷入成本,降低其外顯效益成本,以保持代理合作的意願及穩定性。三、若日本代理商因各種可能原因無意願繼續代理時,對日本市場需有配套措施。
This study aims to explore the case story of a U.S. based company in automatic identification industry, which has a manufacture plant and sales team in Taiwan. The study is done by a case study method, to analyze the case company’s foreign market entry strategy, and how the decision is made to choose Japan as the target market as well as which entry strategy is performed. Porter’s Five Force Model is used in the analysis to determine the case company’s competitive power in Japan market. In addition, by setting up distribution system, the costs including cost of utility, information research, moral hazard, and asset specify to the end customer in dealing with case company has been influenced dynamically. And based on the result and observation of the study, then suggestions will be provided to the case company as conclusion.\r\n\r\nFindings of the study are that the decision on how to enter Japan market is made by considering the overall all risks and transaction costs among several entry modes. Then the distribution system is implemented, and a good market position along with the market trend helped the case company find customers with right scale in niche market, and it is evident that the distribution system did lower down the 4 kind of costs to the end customer in general, and the overall market revenue increased in Japan as return. \r\n\r\nIn conclusion, three suggestions are made to the case company: 1. Involve with distributor and increase the interfaces with the end customers to strengthen the case company and distributor’s credibility and also the confidence of end customer. 2. Tighten the cooperation with distributor by increasing distributor’s cost of specify to ensure the continuous partnership. 3. To keep the option of direct managing Japanese account in the near future in case of the distribution partnership cannot be continued.
\"第一章 緒論 1\r\n第一節 研究背景與動機 1\r\n第二節 研究目的 2\r\n第三節 研究流程 3\r\n第二章 文獻探討 4\r\n第一節 國際市場進入策略之選項及決策 4\r\n第二節 產業競爭力 6\r\n第三節 策略行銷架構 (4C分析架構) 8\r\n第三章 個案背景與內容 11\r\n第一節 個案公司介紹 11\r\n第二節 個案產業概況介紹 16\r\n第三節 個案內容 22\r\n第四章 個案分析 28\r\n第一節 個案公司海外進入模式的演進 28\r\n第二節 策略行銷架構分析 33\r\n第五章 結論與建議 38\r\n第一節 研究結論與建議 38\r\n第二節 研究限制與後續研究之建議 40\r\n參考文獻 41
參考文獻: 中文部分\r\n朱文儀,陳建男,2015,策略管理,華泰文化\r\n\r\n邱志聖,2010,策略行銷分析:架構與實務應用(三版),智勝文化。 \r\n\r\n黃國峰,2009,相關與非相關多角化策略:以能力與價值活動為基礎之研究,行政院國家科學委員會專題研究計畫。\r\n\r\n高遠江,2007,子公司策略:以美商在亞太之子公司為例,政治大學。\r\n\r\n許惠珠,2003,交易成本理論之回顧與前瞻,中華技術學院。\r\n\r\n英文部分\r\nArvind Malhotra, Claudia Kubowicz Malhotra (2013), Exploring switching behavior of US mobile service customers, Journal of Services Marketing, Vol. 27 Iss 1, pp.13-24.\r\n\r\nGareth R. Jones (2013), Organizational Theory Design and Change.\r\n\r\nJohn D. Daniels, Lee H. Radebaugh, Daniel P. Sullivan (2013), International Business, Environments and operations.\r\n\r\nAnderson, E. and Gatignon H.(1986), “Modes of foreign entry: transaction costs and propositions”, Journal of International Business Studies, 17, pp.1-26 \r\n\r\nMichael E. Porter (1979), How Competitive Forces Shape Strategy, Harvard Business Review, March 1979 Issue\r\n\r\nCoase, R. H. (1937), “The Nature of the Firm.” Economica, Vol.4, pp.386-405. \r\n\r\nThe Nilson Report, 2012, 2013, 2014, 2015\r\n\r\n網站\r\nPOS ターミナル市場に関する調査結果2014 ,矢野経済研究所\r\nhttp://www.yano.co.jp/press/pdf/1314.pdf\r\n\r\nCharts & Graph Archive, The Nilson Report\r\nhttps://www.nilsonreport.com/publication_chart_and_graphs_archive.php?1=1&year=2014\r\n\r\n策略行銷分析4C架構新知網站 (4C Framework of Strategic Marketing Analysis) ,邱志聖\r\nhttp://sma4c.blogspot.tw/
描述: 碩士
國立政治大學
企業管理研究所(MBA學位學程)
102363040
資料來源: http://thesis.lib.nccu.edu.tw/record/#G0102363040
資料類型: thesis
Appears in Collections:學位論文

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