| Summary: | 碩士 === 國立中正大學 === 企業管理研究所 === 102 === Abstract
Taiwan is naturally lack of resources due to its island economy, and it is highly dependence on foreign trade. Most merchants in Taiwan are either traditional traders or distributers. Consumers may disregard of the geographic and temporal limits due to the emerging markets and technologies make pricing information more transparent in globalized economy. Many trade agreements constraint and threat local merchants. This research focus on how local traders shift its traditional positioning and create added value itself and furthermore enhance its competence.
Although Taiwan joined WTO in 2001, however it didn’t substantial impact Taiwan’s economy. Taiwan even signed ECFA (Cross-Straits Economic Cooperation Framework Agreement) with China. There’re perception gap between Taiwan governments and its citizen in past decade. The CSSTA (Cross-Strait Service Trade Agreement) with China was opposed and suspended by angered Taiwan citizen, which encouraged people to understand what is trade agreement about.
For this reason, we studied domestic and foreign articles, study and visit some cases in order to discover the relationship between “the process of traders transform from distributer to develop its own brand and push it internationally” and “the transaction cost of traders develop its own brand and conduct internationalized business.” It results in the merchant shall consider the difficulty to obtain raw resources when transform from distributer to branding, and shall consider the governance costs when transform from local to international business. Wish this research could provide worth considering practical experiences to assist corporation decision-making.
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