| Summary: | 碩士 === 國立中正大學 === 會計與資訊科技研究所 === 101 === Nowadays, because of globalization, enterprises competitive environment has become more intensive, and the enterprises find that they can enhance their by performing R&D activity and marketing activity. Smiling curve claims that performing R&D activity and marketing activity can create high added-value for the firms, however, performing manufacturing activity only can create low added-value. Chinese firms are famous for OEM, but the high economic growth in China has made its labor costs rising, this situation have made many Chinese firms in operating difficulties, so smiling curve has got attention in China, many scholars think that Chinese OEM firms should execute transformation strategy by the concept of smiling curve. This study focuses on R&D activities and marketing activities for the business performance impacts in China, and then explores the moderating effects of operating scale, from 2003 to 2010. Empirical results show that the effect of performing R&D activity and marketing activity are found to have significantly positive effect on firm performance, as to the operating scale, larger firms did not perform R&D activity better than smaller firms, but larger firms perform marketing activity better than smaller firms. This study shows that smiling curve concept is correct, and suggests that Chinese enterprises should execute business transformation by its concept, and reach the goal of sustainable business, larger firms should enhance their efficiency of performing R&D activity.
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