身為全球最大的新興市場之一，中國市場的龐大商機已吸引了許多國際投資人爭相進入中國擴廠投資。而隨著中國經濟的不斷升溫，中國此刻正成為投資人眼中一個極具成長爆發力的市場，中國的製藥產業也因此隨之逐漸擴張。對投資人而言，瞭解中國生技藥業的產業特性並且找到進入中國市場的方法是他們進入中國市場前最重要的事。本研究專注於市場進入模式分析、市場進入策略以及市場進入戰術決策等與決定市場進入模式最相關的因素。藉由對現存之市場進入研究所作出的辨證，本研究提出了一個全面性的市場進入模式。另外，本研究以探索性因子分析法及結構方程模式建構出一個全面且完整的中國生技藥業產業市場進入模式。本研究的貢獻在於總體環境分析及核心競爭力要素的辨識，亦即是市場進入模式分析、市場進入策略以及市場進入戰術決策和一個全面的中國生技藥業產業市場進入框架之間 單向關係，期能作為投資者投資中國生技藥業產業的導引。

The great business opportunity of China as one of the largest emerging market in the world attracts many international investors to expand their business. China’s pharmaceutical industry market is gradually expanding with the rising status in the national economy and becoming a potential economic area for investor. Knowing the characteristics of biotech pharmaceutical industry in China and “how” to enter China market are critical for investor before investing in China. This study focuses on market entry analysis and market entry strategy & tactical decision as critical factors in the market entry model. This study proposes a comprehensive market entry model by doing justification on the previous market entry research. Furthermore, this study is conducted by exploratory factor analysis and structural equation modeling to construct the comprehensive and integrated market entry model of biotech pharmaceutical industry to China. The contributions of this study are the identification of the macro environment analysis and core competencies factors, the one way relationships between the market entry analysis and market entry strategy and tactical decisions, and the comprehensive biotech pharmaceutical market entry framework to China which can be the guides for investors to invest in China.

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