跨國企業在進入新市場時，除了透過自有資金獨立進入之外，也能透過購併進入新市場。在選擇進入方法時，企業所考慮到的動機以及在進入之後所遭遇的問題，也會在真正進入市場後反映出成果，而後再度影響企業往後的決策。中國大陸的電子商務產業自1999年開始便以每年數倍的規模不斷成長，eBay也以收購易趣網Each Net的方式於2002年進入，但經營狀況卻不如後成立的經營對手淘寶網。本研究旨在透過探討eBay在中國大陸市場的個案以研究跨國企業的購併策略。
本研究使用個案方式探討企業購併動機，透過文獻探討以及次級資料蒐集以進行質化研究，可能無法適用其他市場或產業。
研究結果顯示跨國企業在中國大陸市場最為注重的是市場影響力，利用中國大陸市場來提升競爭力，並學習發展新能力。這些能力不但能夠在中國大陸市場發揮作用，也能影響企業的全球競爭力。
但企業也能夠過購併中的合資方式，在無法有效經營跨國公司時，將管理權交予願意接手經營的當地企業。外國企業不但能夠藉此建立停損點，也能在挫敗後重新建立企業競爭力範疇。

In the choices of entry method, the M&A motivation of a multinational company and the problems encountered after entry will reflect the results after it's into the market, and then affect its future decisions again. The E-commerce market in China was emerging since 1999 and eBay got into it in 2002 by merging Each Net. However, the operating condition of eBay Each Net was fall behind the competitor, Taobao, which was set up after Each Net. This study aims to investigate the case of eBay in China to study the acquisition strategy of multinational companies.
This study uses a case study on M&A motives through literature and secondary data collection for qualitative research without quantitative indicators. It may not be applicable to other markets or industries.
The results showed that the multinational company in China focuses most on increased market power, reshaping the firm's competitive scope and learning and developing new capabilities. These capabilities not only to play a role in the Chinese market, but also can affect the company's global competitiveness.
But the multinational company can also hand over the governance on the local firm through a joint venture way once it cannot operate its subsidiary efficiently. A foreign company cannot only create a stop-loss point, but also re-established competitive scope after defeat.

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三、 網站部分
1. CNNIC中國互聯網絡信息中心(http://www.cnnic.net.cn)
2. DCCI互聯網數據中心(http://www.dcci.com.cn)
3. eBay(http://www.ebay.com)
4. Kijiji(http://www.kijiji.com/)
5. TOM Group(http://www.tomgroup.com/)
6. TOM.com(http://www.tom.com)
7. TOM易趣(http://www.Each Net.com)
8. 大英百科全書(http://www.britannica.com/)
9. 百姓網(http://www.baixing.com/)
10. 百度百科 (http://baike.baidu.com/)
11. 百度知道 (http://zhidao.baidu.com/)
12. 淘寶網(http://www.taobao.com)
13. 新浪網科技時代(http://tech.sina.com.cn/)
14. 維基百科(http://zh.wikipedia.org/)
15. 網易(http://www.163.com/)