| Summary: | 碩士 === 國立東華大學 === 國際企業學系 === 93 === Abstract
Taiwan’s automotive industry has grown slowly and even shrunken in the recent years. In the contrast, Mainland China’s open-door policy and economic reforms make its automotive market world’s most fast growing one in the past decade.
This study mainly focuses on Taiwan’s Yelon Motor Groug’s invetment strategies in mainland China. Case study method is applied to analyze two Yelon’s subsidiaries, China Motor Co and Yulon Motor Co , in their successful operation modes in entering Mainland China market. It concludes that China Motor Co. successfully uses ovenall cost leadershing Strategy in its supply chain system. On the othen hand, Yulon Motor Co. emphasizes on R＆D and manket differentiation strategies. Information by in - depth interviews and SWOT analysis are both used to reach conclusions that can be refecences to other inventors in mainland China.
Key words:Taiwan automotive Industry, investment in mainland china, supply chain, cost leadership strategy, differentiation strategy, .SWOT Analysis.
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