The Deployment Strategy of Operational Unit under the Spillover Effect of : The Example of Service Industry Entry into Mainland China

• Main Authors: Tao-Hua Wang, 王道華
• Other Authors: Cheng-Chang Chang
• Format: Others
• Language: zh-TW
• Published: 2012
• Online Access: http://ndltd.ncl.edu.tw/handle/91041124868448312626

碩士 === 淡江大學 === 中國大陸研究所碩士在職專班 === 100 === This article presupposes that a service provider is in the preliminary phase of foreign direct investment or FDI in a particular host county and is being confronted by a monopolistic market structure.The service provider hopes establish a brand/reputation advantage in the host country through “Deployment of Operational Unit” with the city as the basic unit. and serving as a competitive weapon as amember of the oligopolistic market. However, as researchers on this issue are scarce, in this paper, the demand spillover theory put forth by Chang and Yang, combined with the theories of microeconomics and consumer behavior, were expanded to put forward the conceptual definitions and theoretical framework of the “Spillover on Perceived Demand Leader,SOPDL.” Through this viewpoint, a mathmatical programming method is applied to construct a location selection model of deployment of operational unit for servicing industry’s FDI. With a Taiwanese leisure coffee industry’s entry into the mainland market as an example, the practical implications are described.