| Summary: | 碩士 === 國立臺灣大學 === 國際企業學研究所 === 99 === Last few years, more and more Taiwanese retailers invest in the great China because of the deregulation of the investment. In this paper, the research focused on Taiwanese retailers in emerging Chinese market and discussed their motivation of internationalization and market entry mode. First, we briefly reviewed the concept of retailing, institution-based view, internationalization motivation and entry mode theory, and presented the development and growth model of Taiwanese retailers. Further, we built the structure of concept, and explained every variance in detail. Moreover, we took case study as research method, such as “Far Eastern Department Stores”, “Family Mart Convenience Stores” and “RT-mart”. The following is the conclusion from the case study.
Retailers firms will start internationalize when they face challenges in internal market, international market, or strategic changes of their director. Once the retailers enter into the new market, they will face the barriers from local government policies and regulations, constraints of the economical scale, choices of the target market, technology and market environment. There are four key factors, which will influence the outcome and performance in the development of emerging market, such as executive team, regional target market, well connection between politician and businessman, and innovation marketing concept. According to those research mentioned above, we provided several factors and opportunities that the Tai-capital retailers should consider, when they decide to expand their business to international. We suggest they establish the localize corporation culture, target on specific market, understand the market fully and creative operation strategy.
The development of the retailer industry will not follow the old path under fast-pacing economic growth and great differences of the income level. There will be various types of the retailing in the same market, so firms could deserve great growth and limited crowding out effect. In short, Tai-capital firms have to continually develop innovation, choose adequate market segmentation for differentiation and cooperate with others to share information management system and human capital program. Thus, the Taiwanese retailers will have a deeper regional economic integration within the China market to obtain the global strategy.
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