| Summary: | 碩士 === 國立臺灣科技大學 === 管理研究所 === 92 === After establishing the special economic zone and opening the market for outside investment, the Government of Mainland China attracts plenty of foreign business to get in. To develop a new market, achieve a permanent operation and serve consumers, businessmen of multinational multi-level marketing devote themselves to this enormous market. However, they are forbidden in various ways because of Mainland China Government’s misunderstanding and restrictions to multi-level marketing. Fortunately, the Government of Mainland China promise to open store less marketing, the multi-level marketing in the end of 2004. Thus, facing this new market, multi-level marketing businesses need to choose proper entry modes to get the best result.
When an enterprise internationalizes to enter a now market, the entry mode it adopts is the key point of success. The relationship among the factor of entry strategy decision, adopted entry mode and performance is significant. To research their interaction and causality, prove theoretical literatures and offer references to investing multi-level marketing enterprises, I pick some multinational multi-level marketing enterprises for objects, studying about the relationship among these three.
Through in-depth interviews, analyses and study of Exploratory Study, I fond factors such as motivations and objectives, host countries, industries, targeted markets and conditions of enterprises. After induction, I develop various topics and explain further. It is obvious that the host country is the top factor to influence multi-level marketing businessmen to enter.
Nevertheless, in the aspect of motivations and objectives, they still prefer Mainland China because of its tremendous benefit and consuming potential. According to the interviews, the Government of Mainland China still place restrictions to multi-level marketing and almost enterprises choose solely own capitals to get into Mainland China.
In the end, I recommend those multi-level enterprises planning to enter Mainland China understand what to concern. Therefore, we can study further about multi-level marketing in Taiwan or other industries.
Keywords:
Multi-level Marketing
Entry Strategy
Entry Mode
Entry Mode to Mainland China
Performance.
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