國際化策略與子公司通路承諾之關係分析

An Analysis of International Strategy and Subsidiary Channel Commitment

10.3966/207321472018061002001

陳律睿(Lu-Jui Chen)

子公司 ； 國際化策略 ； 通路 ； 城市 ； 多國籍企業 ； Subsidiary ； Internationalization Strategy ； Channel ； City ； Multinational Corporation

商略學報

10卷2期（2018 / 06 / 01）

89 - 108

繁體中文

本研究旨在探討多國籍企業國際化策略對子公司通路承諾的影響。本文將國際化策略分為三類，並認為區位對子公司要實行國際化策略具有影響性，以子公司所在的城市進行整理後，對於子公司在地主國的通路關係進行分析。從結果發現，子公司採用總體策略時，會顯著降低對通路的承諾。在台灣的投資地點上，除了最多子公司會選擇設立在台北市與新北市這兩個最具競爭優勢的城市外，且位在這兩個城市的子公司在執行總體效率策略時，對於通路承諾有更明顯的負向效果。

This study would like to explore the impact of the multinational corporation's internationalization strategies on the subsidiary's channel commitment and the moderating effect of the subsidiary location. Survey data from the subsidiary located in Taiwan, indicates the importance of internationalization strategies to a channel relationship. From the results, we found that the subsidiary used the global efficiency would significantly reduce the commitment to the channel. In Taiwan's investment position, Taipei and Xinbei City are the two most competitive cities, make the most subsidiaries to set up. The subsidiaries located in these two cities implement the global efficiency strategy having more negative effects to channel commitment. Our research provides key implication for a multinational corporation, suggest that when multinational corporation need to execute the internationalization strategies, the decision is not just a strategy, but also extended advantage sites' links the business function in foreign markets.

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