| Summary: | 碩士 === 中原大學 === 企業管理研究所 === 81 === Regarding international market entry strategy and performance
related reserchs are seldom before, most of these researchs
are based on the concept and proposition. The study
adopts the viewpoint of manufacturing business who want to
pursue foreign market opportunities,the purpose of this study
is to investigate the relationship between international market
entry strategy and performance . The primary data is
collected from 250 Taiwanese compamys in computer \ electric
field by questionnaires, after using the statistical
methods of frequency analysis, one-way ANOVA ,and two-way
ANOVA to analyze 72 effective questionnaires, We have the
following conclusions: 1. Manufacturing companies prefer to
adopt entry mode arranged in the order as follows : Export
entry Mode(40.3%), Multiple entry Mode (31.9%),Investment entry
Mode(22.2%), and Contractual entry Mode (5.6%) . Their purposes
of companies to enter foreign markets are arranged in the order
as follows : Increase profits, increase market share, decrease
production costs, managing Risk, overcome trade barriers, and
acquire technologys. 2. These four entry modes have
significant differences in performance ; Multiple entry
mode has the best performance , Export entry Mode is
second ,then Investment entry mode ,and Contractual entry mode.
3. Company internal factors ( Firm size , Firm ability ,
Firm objectives ) and host country enviromental factor (host
country enviromental attractiveness ) influence the
relationship between entry stratrgy and performance. Firms
that are large ,are more likely to choose contractual,or
multiple entry modes. Firms that have high ability,are likely
to choose contractual,or investment entry modes . firms
that focus on acquiring technologyor increasing market
share,are likely to choose multiple entry mode .If
hostcountries enviroment is attractive , Firms are likely to
choose contractual,ormultiple entry modes.
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