| Summary: | 碩士 === 國立中正大學 === 企業管理系研究所 === 105 === In 1978, China implemented the reform and opening-up policy, and Taiwan declared Abolishment of Martial Law. Both sides across the strait faced the process of institutional change. After China joined The World Trade Organization (WTO) in 2001, China’s Domestic market has renewed, the circulation of commodities are not only localization but connected with "International", "World", "Global". Facing the institutional change of China’s Economy Market, Taiwan’s enterprise how to choose effective marketing strategy under the uncertainty information of situation of environment, relationships and task.
The purpose of this research is the analysis of Taiwan enterprises how to select marketing strategy when entering the China market. Base on the level of global integration and local responsiveness from the research proposed the strategy of Multinational Enterprise (MNE), helping Taiwan enterprises choosing strategy by localization and standardization when entering the China market. In both types of enterprise marketing strategy, this research takes「Institution theory」and「Institutional change」as distinguishing elements of the information type to enable enterprises to simplify the information and search efficiently, and understand what kind of key information can affect marketing strategy. The results of this study: Mimetic isomorphism, Institution Isomorphism, Political Dynamics and Functions Dynamics will affect Taiwan enterprises local marketing strategy; and Mimetic Isomorphism, Coercive Isomorphism and Functional Dynamics will affect Taiwanese enterprises’ the standardization of marketing strategies.
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