Entry Mode, Growth Strategy and Performance about Chain Stores in Mainland China

• Main Authors: Wan-Chi Chen, 陳琬琪
• Other Authors: Horng-Der Leu
• Format: Others
• Language: zh-TW
• Published: 2003
• Online Access: http://ndltd.ncl.edu.tw/handle/30202252277117497550

碩士 === 中原大學 === 企業管理研究所 === 91 === These days, with the rapid development of the economy in Taiwan and people’s emphasis on service liberalization, the economy is tending towards service industry and the service industry will be in the core of economic development in Taiwan. After Taiwan’s and China’s entering WTO, although the fact that freedom of trade will bring about some changes in the market will cause a great deal of competition for proprietors in the short term, it can help proprietors in the service industry to promote service level, exploit international business and provide more production and work opportunities in the long term. Therefore, the development of service industry can not only do good to the economy but also promote output value of service industry. This paper uses case study and takes the chain stores in Taiwan as the research objects. The paper discusses if the corporate performances of firms investing in Mainland China are influenced by their entry strategy and growth strategy. This paper selects six chain stores which have developed in the Mainland China for two years, including Les Enphants, Easy Way, O’Girl, NB, Sinyi and Starbucks. Overall, we induced the results of this paper are as follows: 1. The chain stores in Taiwan adopting different entry modes differ in performances. After investing Mainland China and choosing the full-control entry mode, the corporate performance of the Taiwan firms are worse than the others. 2. The chain stores in Taiwan adopting different fit types differ in performances. After investing Mainland China and choosing the shared-control and internal fit types, the corporate performance of the Taiwan firms are better than the others in total sales growth ratio.