| Summary: | 碩士 === 國立中正大學 === 企業管理研究所 === 102 === For the past few years, the birthrate in Taiwan is decreasing year by year , and the market of infant product industry in Taiwan has been saturated so that market scale of infant product industry is decreasing 20%. Chain corporates in Taiwan faced these challenges, so decided to enter China market.
For chain corporates , channel is the source of profit. But the characteristics between regional markets in China are very different. Therefore , layouting channel
becomes very complex. When corporates choose type of channel, they usually face the issue :which one is better ?regular chain or plural form (regular chain mix franchise chain)? So this study chooses Les enphants and Cayman Tung Ling to be the object of study. They have run business in China for many years . this study will discuss whether the inside and outside factors affect corporate’s choice or not .
This study get a conclusions that is different from the research result of resource scarcity theory through literature review and secondary data which are collected from government website, newspaper, magazine and so on. Fund is not an absolute factor when corporates choose channel types. Corporates have to invest high value-added activities such as product innovation and brand . In this way corporates may obtain more wealth in China market.
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