環境認知對策略導向與績效的關聯性研究─以傳統製造業台商之大陸投資為例

Abstract

中國大陸加入WTO之後，仍在積極尋求各國承認其「市場地位」之際，本研究調查了赴中國大陸投資的傳統製造業廠商包括紡織業及橡膠、塑膠製品等產業，以傳統的「環境－策略－績效」的典型模式進行分析，希望能藉由台商的經驗來瞭解中國大陸的環境。而台灣企業雖然在對於大陸之環境認知與策略傾向的選擇有異於其他外商的獨特特質，但是在此方面的實證研究仍極為缺乏，尚待進一步進行實證來建立理論，因此整合台商之環境認知、策略傾向與績效此三個重要構念加以實證，將有助於台商對於大陸之投資。本研究擬以環境認知、策略傾向之文獻為基礎，嘗試將其整合並發展問卷，研究彼此變數之間的關係及對企業績效（包含財務績效、組織績效與總績效）之影響，期盼能建立有關環境認知、策略傾向的本土化管理理論。實證結果顯示，傳統製造業台商對於環境認知敵對性為最高，環境敵對性愈高則會採取防禦性的策略，同時，防禦性的策略有最好的績效表現。

After entering into WTO, China is still seeking for global recognition on its market position. Based on the typical “environment-strategy-performance” model, this research attempts to investigate the environmental perception from traditional manufacturers, which have invested in mainland China. Although Taiwanese enterprises’ environmental perception and their orientation on strategic choice may bedifferent from those of enterprises from other countries, comparison between empirical studies may shed light on the uniqueness of Taiwanese firms, which should be instrumental for future investment. Based on the strategic literatures, an integrated questionnaire is developed to measure the causal relationship between environmentalperception and strategic orientation. Those manufacturers in traditional industries of textile, rubber and plastic have the highest recognition of hostility towards the mainland Chinese environment. The high degree of hostility recognition lead to the more defensive measures taken. Consequently, defensive strategies can yield better performancein these traditional industries.