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題名 初始國際化企業所面臨的關鍵議題與挑戰--以國內某家資訊公司為例
作者 劉家瑋
貢獻者 譚丹琪
劉家瑋
關鍵詞 初始國際化
合作夥伴
市場策略
市場資訊
人力資源
組織變革
日期 2005
上傳時間 18-Sep-2009 14:18:07 (UTC+8)
摘要 台灣像本研究個案公司一般，致力於向國際市場開拓的公司很多，但由於台灣企業在資源與市場經驗中的不足，國際化的過程往往會遇到很多阻礙與挑戰，因此希望藉由此次由研華基金會所舉辦的「實戰論文計畫」，透過學術研究與實務的結合，研究台灣企業在初始國際化過程中會遭遇哪些困難，並能謂企業提出建言。
企業初始國際化過程中，會遇到一些往往是無法在一般大型企業所見到的問題，本研究採取個案研究法，透過實際個案公司的人員訪談，並根據訪談對於個案公司目前國際化過程所處的內、外部環境進行分析，並配合文獻與學術理論的參考，歸納出包括「合作夥伴管理」、「開發市場策略」、「市場資訊掌握」，以及「組織內部變革」、「人力資源的轉型」等五大議題。而議題中更結合過去實際企業案例，亦能作為包括個案公司在內的初始國際化企業在策略規劃與執行上的參考。議題本身就代表本研究主要的理論架構，根據此架構進而對個案公司進行分析，發展出 12 項初始國際化企業應重視的「策略重點」，並對個案公司提出實務上的管理建議。
總結而言，在「合作夥伴管理」方面，企業應建立長期穩定的合作關係為目的，互惠雙贏為原則；而在「開發市場策略」上，則需逐漸提升對於市場策略的涉入程度，透過行銷中的拉式策略拓展品牌的能見度，降低消費者對於自身品牌與產品的「內隱交換成本」；而在「市場資訊掌握」中，要提升組織對於資訊的敏感度與蒐集的能力，並將企業在解決及處理國際化所面臨問題的過程，做有計畫的組織記憶工作，做為企業珍貴的學習教材；另外在「人力資源轉型」上，HR部門應更要積極參與公司的經營策略，提供經營策略的執行上最佳的支援；最後，在「組織內部變革」中，企業應同時從技術、結構與行為等三個方向推行變革工作，三者需彼此互相配合與支援，並持續維持變革的成果，最後才能收到徹底的轉型成效。
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描述 碩士
國立政治大學
國際經營與貿易研究所
92351031
94
資料來源 http://thesis.lib.nccu.edu.tw/record/#G0923510311
資料類型 thesis
dc.contributor.advisor 譚丹琪zh_TW
dc.contributor.author (Authors) 劉家瑋zh_TW
dc.creator (作者) 劉家瑋zh_TW
dc.date (日期) 2005en_US
dc.date.accessioned 18-Sep-2009 14:18:07 (UTC+8)-
dc.date.available 18-Sep-2009 14:18:07 (UTC+8)-
dc.date.issued (上傳時間) 18-Sep-2009 14:18:07 (UTC+8)-
dc.identifier (Other Identifiers) G0923510311en_US
dc.identifier.uri (URI) https://nccur.lib.nccu.edu.tw/handle/140.119/35157-
dc.description (描述) 碩士zh_TW
dc.description (描述) 國立政治大學zh_TW
dc.description (描述) 國際經營與貿易研究所zh_TW
dc.description (描述) 92351031zh_TW
dc.description (描述) 94zh_TW
dc.description.abstract (摘要) 台灣像本研究個案公司一般，致力於向國際市場開拓的公司很多，但由於台灣企業在資源與市場經驗中的不足，國際化的過程往往會遇到很多阻礙與挑戰，因此希望藉由此次由研華基金會所舉辦的「實戰論文計畫」，透過學術研究與實務的結合，研究台灣企業在初始國際化過程中會遭遇哪些困難，並能謂企業提出建言。
企業初始國際化過程中，會遇到一些往往是無法在一般大型企業所見到的問題，本研究採取個案研究法，透過實際個案公司的人員訪談，並根據訪談對於個案公司目前國際化過程所處的內、外部環境進行分析，並配合文獻與學術理論的參考，歸納出包括「合作夥伴管理」、「開發市場策略」、「市場資訊掌握」，以及「組織內部變革」、「人力資源的轉型」等五大議題。而議題中更結合過去實際企業案例，亦能作為包括個案公司在內的初始國際化企業在策略規劃與執行上的參考。議題本身就代表本研究主要的理論架構，根據此架構進而對個案公司進行分析，發展出 12 項初始國際化企業應重視的「策略重點」，並對個案公司提出實務上的管理建議。
總結而言，在「合作夥伴管理」方面，企業應建立長期穩定的合作關係為目的，互惠雙贏為原則；而在「開發市場策略」上，則需逐漸提升對於市場策略的涉入程度，透過行銷中的拉式策略拓展品牌的能見度，降低消費者對於自身品牌與產品的「內隱交換成本」；而在「市場資訊掌握」中，要提升組織對於資訊的敏感度與蒐集的能力，並將企業在解決及處理國際化所面臨問題的過程，做有計畫的組織記憶工作，做為企業珍貴的學習教材；另外在「人力資源轉型」上，HR部門應更要積極參與公司的經營策略，提供經營策略的執行上最佳的支援；最後，在「組織內部變革」中，企業應同時從技術、結構與行為等三個方向推行變革工作，三者需彼此互相配合與支援，並持續維持變革的成果，最後才能收到徹底的轉型成效。		zh_TW
dc.description.tableofcontents 目錄
第一章 緒論
1.1 研究背景與動機……………………………………………………… 1
1.2 研究目的……………………………………………………………… 3
第二章 文獻探討………………………………………………… 4
2.1 國際化的定義………………………………………………………… 4
2.2 國際化的動機………………………………………………………… 6
2.3 國際市場進入策略…………………………………………………… 10
2.4 國際化的程序………………………………………………………… 15
2.5 國際化企業組織架構………………………………………………… 25
第三章 研究方法………………………………………………… 36
3.1 質性研究法…………………………………………………………… 36
3.2 研究流程與架構……………………………………………………… 39
第四章 初始國際化企業所面臨的關鍵議題…………………… 41
4.0 前言…………………………………………………………………… 41
4.1 合作夥伴管理議題…………………………………………………… 44
4.2 市場資訊掌握議題…………………………………………………… 60
4.3 開發市場策略議題…………………………………………………… 76
4.4 組織內部變革議題…………………………………………………… 94
4.5 人力資源轉型議題……………………………………………………107
第五章 個案介紹………………………………………………… 122
5.1 歷史沿革………………………………………………………………122
5.2 事業領域………………………………………………………………124
5.3 個案訪談內容整理……………………………………………………126
5.4 個案分析………………………………………………………………145
第六章 結論與建議……………………………………………… 153
6.1 研究結論………………………………………………………………153
6.2 管理建議………………………………………………………………155
6.3 研究貢獻………………………………………………………………157
6.4 研究限制與後續研究建議……………………………………………158
文獻參考…………………………………………………………… 159		zh_TW
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dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0923510311en_US
dc.subject (關鍵詞) 初始國際化zh_TW
dc.subject (關鍵詞) 合作夥伴zh_TW
dc.subject (關鍵詞) 市場策略zh_TW
dc.subject (關鍵詞) 市場資訊zh_TW
dc.subject (關鍵詞) 人力資源zh_TW
dc.subject (關鍵詞) 組織變革zh_TW
dc.title (題名) 初始國際化企業所面臨的關鍵議題與挑戰--以國內某家資訊公司為例zh_TW
dc.type (資料類型) thesisen
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