The Relationship among Internation Marketing Strategy , Political Risk , Entry Mode and Operation Performance of Taiwanese Multinational Corporations

• Main Authors: KO HAO-CHUNG, 柯皓忠
• Other Authors: 余明助
• Format: Others
• Language: zh-TW
• Published: 2002
• Online Access: http://ndltd.ncl.edu.tw/handle/37688490833399436316

碩士 === 長榮管理學院 === 經營管理研究所 === 90 === Abstract As multinational enterprise concern, it is an importance research motive matter about that how to consider of effect factor of the political risk, to choice a correct way of entering mode and how to advance making their international marketing strategy. The main goal of research is to discuss about a variety of enterprise characteristies of multinational enterprise in many aspects of interrelation between political risk, entering mode, sale strategy, performance. To mail questionnaires to firmes who go to invest abroad but their main factory in Taiwan as subjects. We choice one thousand of firms and mail questionnaires to them . We ask a person in charge to fill the text of this reserching questionnaire. We receive 107 piece of questionnaires that is working. The sum total of this receiving researching work questionnaires is 10.2%. According to analysis of the fact questionnaires, we find when the establishment years of enterprise is fewer , the worker is fewer and capital is fewer than the risk is bigger for enterprises .Another is that establishment year of enterprise is fewer , the relative business of grocery or service will tent to use channel strategy . The multinational enterprise go broad to invest always face the risk of political or marketing strategy obviously. There are relative fact between national sale marketing strategy and operation performance obviously. From the analysis of regression, international marketing strategy and entering mode will trough go-between international marketing strategy effect operation performance. At last according to cluster international group and channel and promotion style group in aspect of political risk or operation performance, so enterprises will move forward to channel group or channel and promotion group greatly.