隨著國際化趨勢，資訊化的普及、資訊傳播的品質越趨良善以及各式媒體崛起，母國國家品牌可藉此快速地傳達予消費者，成為影響消費決策之重要關鍵之一。因此在企業海外擴張的策略下母國國家品牌是不可輕易忽視。
本研究旨在探究全球排名前250家已進入國際市場之零售業者，其母國國家品牌對零售業者擴張海外版圖時，其母國國家品牌對其在各地主國市場進入後的獲利情形與存活時間產生影響。透過大量的客觀數據做更廣泛、全面的研究分析，藉由階層線性模型及存活分析進行檢驗，且納入進入時機進行中介效果的探討。而研究結果顯示在母國國家品牌的五關鍵因素中，各關鍵因素在獲利情形或存活時間上各自具有其顯著相關性。而在進入時機加入模型後，檢驗其具有中介效果。

With the trend of internationalization, the popularity of information, the quality of information dissemination, and the rise of various media, the national brand of the home country can be quickly conveyed to consumers and become one of the key factors affecting consumer decision-making. Therefore, under the strategy of overseas expansion of enterprises, the national brand of the home country cannot be easily ignored.
The purpose of this study is to explore the top 250 retailers in the world who have entered the international market. When the home country's national brand expands the overseas territory for retailers, the profitability of their home country brands after entering the main country markets is Survival time has an impact. Through a large number of objective data to do a broader and comprehensive research and analysis, through the hierarchical linear model and survival analysis to test, and include the opportunity to explore the mediation effect. The results of the study show that among the five key factors of the national brand of the home country, each key factor has its significant correlation in terms of profitability or survival time. After entering the model at the time of entry, it is tested to have a mediating effect.

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