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題 名 | 臺商國際經營績效之相關因素分析--以赴大陸及東南亞諸國投資為例=Analysis for Relevant Facotrs to International Operating Performance of Taiwanese Enterprises--A Case Study on Investments in Mainland China and Countries in Southeast of Asia |
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作 者 | 林文寶; | 書刊名 | 亞太社會科技學報 |
卷 期 | 4:1 2004.09[民93.09] |
頁 次 | 頁95-121 |
分類號 | 563.52 |
關鍵詞 | 經營環境; 競爭策略; 進入模式; 國際行銷策略; 經營績效; Operating environment; Competitive strategy; Entry mode; Intermational marketing strategy; Operating performance; |
語 文 | 中文(Chinese) |
中文摘要 | 本研究以臺商赴大陸及東南亞投資金額前幾名產業(電子、電機、食品業、塑膠製品及服務業等)為研究對象,透過對臺商中高階主管的深度訪談和大規模抽樣調查的方法,合計發放1000份問卷,回收153份有效樣本,回收率為15.3%,以多變量分析方法及倒傳遞類神經網路模式進行資料檢定,主要的發現與結果如下: 1.在經營環境構面之「經濟環境」和競爭優勢構面之「行銷及人員素質」對國際行銷策略構面之「產品策略」有正向的顯著影響;在經營環境構面之「產業替代性的威脅」及競爭優勢構面之「行銷及人員素質」和海外投資時所採行之「進入模式」對國際行銷策略構面之「價格策略」有正向的顯著影響;在經營環境構面之「廠商進入障礙」對國際行銷策略構面之「促銷策略」呈反向變動關係;而在競爭優勢構面之「行銷及人員素質」對國際行銷策略構面之「促銷策略」有正向的顯著影響。 在經營環境構面之「政治環境」、「經濟環境」對經營績效構面之「非財務性指標」呈反向變動關係;而在競爭優勢構面之「研發能力」、「行銷及人員素質」和國際行銷策略構面之「產品策略」對經營績效構面之「非財務性指標」有正向的顯著影響;在經營績效構面之「替代性威脅」及競爭優勢構面之「研發能力」、「行銷及人員素質」和國際行銷策略構面之「產品策略」對經營績效構面之「財務性指標」有正向的顯著影響。 |
英文摘要 | This study targeted industries in Taiwan of which amounts invested by Taiwan enterprises in Mainland China and countries in the southeast of Asia were ranked in the top (the electronics industry, electrical machinery industry, foodstuff industry, plastics industry, and service industry). 1000 questionnaires were distributed through deep interviews with senior managers of Taiwanese enterprises and large-scale sampling. Finally, 153 questionnaires returned, giving a response rate of 15.3%. After the data was examined by multi-variate analysis and back-propagation neural network model, the main findings and the results are as follows: The factor “economic environment” in respect to operating environment and factor “quality of marketing and staff” in respect to competitive advantages have positively significant influence on “product strategy” in respect of international marketing strategy. The factor “threats from industry substitution” in respect to operating environment, the factor “quality of marketing and staff” in respect to competitive advantages, and “entry mode” adopted for overseas investment have positively significant influence “price strategy” in respect to international marketing strategy. The factor “entry barriers” in respect to operating environment causes changes in “promotion strategy” in respect to international marketing strategy in the opposite direction. The factor “quality of marketing and staff” in respect to competitive advantages has positively significant influence on “promotion strategy” in respect to the international marketing strategy. The factors “political environment” and “economic environment” in respect to operating environment causes changes in “non-financial indicators” inspect to operating performance in the opposite direction. The factors “Ability of R&D” and “quality of marketing and staff” in respect to competitive advantages and the factor “product strategy” in respect to international marketing strategy have positively significant influence on “non-financial indicator” in respect to operating performance. The factors “threats form substitution” in respect to operating performance, the factors “ability of R&D and “quality of marketing and staff” in respect to competitive advantages and the factor “product strategy” in respect to international marketing strategy have positive significant influence on “financial indicator” in respect to operating performance. |
本系統中英文摘要資訊取自各篇刊載內容。