企業進入中國市場之營運風險與經營策略研討－以某台商為例

The Risks and Developing Strategy of Entering China's Vehicle Market - A Case of Taiwanese Car Seats Manufacturer

10.6735/JAFD.201709_10(2).0003

翁群楷(Chun-Kai Weng)；楊政宏(Cheng-Hung Yang)；陳月慧(Yueh Hui Chen)

營運風險 ； 經營策略 ； Operational Risk ； Business Strategy

會計與財金研究

10卷2期（2017 / 09 / 01）

47 - 72

繁體中文

中國市場於近10年間成為成長最快，同時也是全球最大的汽車市場；另一方面，由於中國整體的經商環境與其他國家差異甚大，也增添了國際企業進入中國市場的困難度。然而過去的研究甚少以實務的角度討論進入中國市場的各種經營風險與問題，為此，本研究以台灣某汽車座椅產業公司為個案，期能透過該個案公司進入中國市場的經驗，了解中國市場的營運風險為何，並根據此風險擬定最適的經營策略。個案研究結果顯示，降低外部風險、持續強化核心競爭力、完整的策略規劃與高效執行力，為台商進入中國市場後，達成永續經營的三大關鍵要素。

In the recent decade, China has become the fastest growing and biggest automobile market in the world. On the other hand, since the business environment in China is quite different from other countries, China's market is also difficult to enter to foreign companies. Therefore, how to reduce operational risks and to develop business strategy that can adapt China's business environment are important issues for the foreign companies; however, the past research is rarely focused on these issues. Hence, this study aims to discover what the operational risks are in China and how to develop a suitable business strategy for foreign companies, especially for Taiwanese companies, by case study. The results show that reducing external risks, strengthening business core competency, and planning a long-term strategy with efficient execution are the key factors for sustainable operation for Taiwanese companies in China.

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