本個案論文的科定企業，為全台灣第一家塗裝木皮板之製造商，當時結合了油漆、機械、裝潢、建材等相關的優秀人才，研發出一套新的塗裝工法，對於業界裝潢施工流程有革命性之影響，因此也慢慢將台灣帶入環保、健康的裝潢環境。
隨著公司發展的歷程，傳統產業轉型成功，再加上行銷策略奏效，業績不斷成長，但相對問題與挑戰也接踵而來，台灣市場逐漸走向飽和，業績成長曲線也逐漸受到影響而下降，所以拓展新市場，走向國際化，是首當其衝要找到出口，企業該如何去因應與解決接下來的挑？
本論文以哈佛式個案撰寫，內容包括個案的本文和教師教學指引手冊兩個部分。透過教師引導，依個案的發展，帶領學員探討：傳統產業在進行國際化時，所需考慮的因素有那些；在進軍海外市場時，要如何訂定國際市場進入策略；隨著國際化佈局與業務擴展，企業進行海外市場通路規劃時，其選擇直營或經銷，須考慮什麼因素，期望本個案論文可做爲有相似問題企業的經營參考。

This case study talks about Keding Enterprises Co., Ltd., which is the first manufacturer of prefinished wood veneered panels in Taiwan. At the time, Keding combined outstanding talent in the fields of wood coating, machinery, and decorative materials to develop a new process for wood coating. These processes had a revolutionary impact on the decorative and woodworking industry, which gradually increased the awareness of both environmental and health protection in living spaces.
During the development of the company, a transformation from the traditional industry was also a priority and with effective marketing strategies, Keding was able to achieve steady revenue growth. However, challenges and setbacks have been present along the way. For instance, as the market in Taiwan gradually saturated, the momentum of sales growth was also impacted. Hence, developing new overseas markets and executing an internationalization plan was vital. When facing these problems, how should enterprises respond and solve these issues?
This Harvard case study method thesis contain two parts: the case's written content and the thesis manual. Guided by Professors and based on the development of cases, students are led to discuss several topics. First, what factors need to be considered when traditional industries transform their business model to an internationalized form? Second, how to formulate market strategies when entering international markets? Third, when enterprises execute overseas market strategies, what factors must be considered when choosing between direct sales or distribution models?
It is hoped that this case study can be used as business reference for companies that face similar issues.

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4. 巫俊宗(2009)，「企業海外市場進入模式選擇之研究－以散熱風扇產業相關零組件廠商為例」，國立高雄應用科技大學國際企業研究所碩士論文。
5. 林怡伶(2004)，「非營利組織國際化之研究」，國立政治大學企業管理研究所碩士論文。
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8. 陳明俊(1993)，「台灣企業國際市場進入模式與組織調適」，國立政治大學企業管理研究所碩士論文。
9. 許逸晟(2003)，「台商赴大陸國際化歷程之研究」，國立中正大學企業管理研究所碩士論文。
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12.劉家瑋(2005)，「初始國際化企業所面臨的關鍵議題與挑戰--以國內某家資訊公司為例」，國立政治大學國際經營與貿易研究所碩士論文。
13.戴國良(2020)，「通路管理:理論、實務與個案」，五南圖書出版股份有限公司。
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