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研究生： 雷玉蓮
Yuliani - DL
論文名稱： 高科技產業在新興市場的概念性市場拓展模型
A Conceptual Market Expansion Model of Hi-tech Industry in an Emerging Market
指導教授： 王孔政
Kung-Jeng Wang
口試委員: 喻奉天
Vincent F. Yu
周碩彥
Shuo-Yan Chou
郭人介
Ren-Jieh Kuo
陳建良
James Chen
羅明琇
Ming - Shiow Lo
蔣明晃
David Ming-Huang Chiang
學位類別： 博士
Doctor
系所名稱： 管理學院 - 工業管理系
Department of Industrial Management
論文出版年： 2014
畢業學年度： 102
語文別： 英文
論文頁數： 65
中文關鍵詞： 新興市場 、模糊層次分析法 、高新技術產業 、市場拓展 、戰略制定
外文關鍵詞： emerging market, fuzzy analytic hierarchy process, hi-tech industry, market expansion, strategy formulation.
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  •  上一筆

    • 雖然中國作為最大的新興市場在全球已經吸引高科技跨國公司（跨國公司），現有的跨國公司都面臨著在擴大本地市場在中國地區，由於其競爭格局和動態的環境挑戰。整合內部和外部因素，包括企業位置，企業競爭力，環境條件的發展趨勢，以及進入壁壘的，本研究探討了市場擴張的關鍵因素和子因素，然後利用模糊層次分析法（FAHP），以確定其重要性評估水平。基於模糊層次分析，本研究提出了一種新的方法來開發一個概念性的市場擴張模式，每一個關鍵的子因素映射到基於它的重要性和控制水平四個象限，並為生物製藥公司作為案例提供在每個象限的策略建議研究

    Although China as the largest emerging market in the world has attracted hi-tech multinational companies (MNCs), existing MNCs are facing challenges in expanding their local market in China region due to its competitive landscape and dynamic environment. Integrating both internal and external factors which encompasses of firm location, firm competencies, environmental condition trends, and entry barrier, this study explores the critical factors and sub factors of market expansion which then evaluated using fuzzy analytic hierarchy process (FAHP) to determine its importance level. Based on the FAHP analysis, this study proposes a novel approach to develop a conceptual market expansion model, map each of critical sub factors into four quadrants based on its importance and control level, and provide strategy recommendations in each quadrant for biopharmaceutical firm as a case study.

    Contents 摘要 ……………………………………………………………………………………… i Abstract…………………………………………………………………………………... ii Acknowledgement……………………………………………………………………….. iii Contents………………………………………………………………………………….. iv Content of figure………………………………………………………………………… vi Content of table………………………………………………………………………….. vii Chapter 1 Introduction 1.1 Research Background …………………………………….…………………… 1 1.2 Research Motivation……………………………………………….…………... 3 1.3 Research Limitations……………………………………………….…...……… 4 1.4 Research Framework………………………...………………….……………… 4 Chapter 2 Literature Review 2.1 Market Expansion Strategy……………………………………………………… 7 2.1.1 Environment conditions and trends…………………………………… 9 2.1.2 Entry barriers………………………………………………….……… 10 2.1.3 Firm locations……………………………………………….………… 11 2.1.4 Firm Competences……………………………………………….…… 14 2.2 Fuzzy Analytic Hierarchy Process……………………………………..………… 15 2.3 Soft System Methodology……………………………………………………….. 23 Chapter 3 Methodology 3.1 Research Process…………………………………………………………………. 25 3.2 Data Collection…………………………………………………………………… 25 Chapter 4 Market Expansion Critical Factors Analysis 4.1 Critical factors importance level………………………………………………….. 28 4.2 Mapping the critical factors………………………………………………………. 33 Chapter 5 Conceptual Modeling and Strategy Development 5.1 Conceptual modeling of market expansion………………………………………. 35 5.1.1 Firm location sub model………………………………………............ 36 5.1.2 Entry barrier sub model………………………………………............. 38 5.1.3 Environmental conditions and trends sub model …………………….. 39 5.1.4 Firm competence sub model…………………………………………… 40 5.2 Market expansion strategy formulation…………………………………………… 42 Chapter 6 Conclusion and future research………………………………………………. 51 References………………………………………………………………………………….. 53 Appendix A: Pair wise questionnaire example………………………………………….. 62 Appendix B: Normalized weight…………………………………………………………. 63 Appendix C: Depth interview experts …………………………………………………… 64

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