Motivations and Marketing Cultural Environment, Promotion, and Control Process of Taiewnese Investment in Mainland China - The Cases of Information and Electronics Industries

• Main Authors: Ger- Octavius, 葛鴻安
• Other Authors: Timothy Tingson Wang
• Format: Others
• Language: zh-TW
• Published: 1998
• Online Access: http://ndltd.ncl.edu.tw/handle/16662487276202756999

碩士 === 國立東華大學 === 國際企業研究所 === 86 === From data released by Taiwanese government one can observe the closer economic relationship between Taiwan and mainland China. These data include trade and investment figures, especially Taiwanese investment in China in electronics, electronic appliance, and computer industries. Due to almost fifty years separation, there exists significant differences in economic thoughts, political systems, and social practices between two sides of the Strait. In spite of opportunities taken by Taiwanese investment in mainland China, there remains some entry barriers as well as financial and operational risks. This research is conducted on Taiwanese information and electronics firms'' investment in mainland China to provide possible benefits for two sides of the Strait. The purposes of this research are to (1)find the motivations of Taiwanese information and electronics firms'' investment in mainland China, (2)observe the characteristics of cultural environment in Chinese markets; (3)analyze these Taiwanese investors experience in promotion strategies and control processes. The research includes an analysis of current literature. It applies case study methodology to achieve an in-depth research. First, the literature review leads to the formulation of research questions and variables that are used in the interview questionnaire. Second, the interview results are used to generate four cases. Third, the research analyzes and compares these four cases to reach the conclusions. Fourth, based on the conclusions the research gives some recommendations. The research conclusions include the followings: (1)Taiwanese information and electronics firms'' investment in mainland China are motivated by China''s large domestic market, abundance of labor forces, same Chinese language, etc. (2)There remains many cultural differences between Taiwan and mainland China, including Chinese workers'' lack of legal concepts, Chinese intellectuals'' low loyalty to companies. Although these intellectuals cost less for Taiwanese firms, they are short of ability to commercialize their ideas. So called“work-boys and work-girls(打工仔、打工妹)”are hard to manage. (3)Taiwanese firms'' common promotion strategies include establishing retail networks and advertising in professional magazine. (4)Main control process used include written reports, feed back from employees, making modification, etc.