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• Main Authors: Yu-ling Chang, 張育菱
• Other Authors: none
• Format: Others
• Language: zh-TW
• Published: 2011
• Online Access: http://ndltd.ncl.edu.tw/handle/39507573954325891414

碩士 === 東吳大學 === 國際經營與貿易學系 === 99 === At present the biggest challenge facing companies is the global market. In a globalized environment, it can promote the transfer of competitive advantage to achieve standardization. In addition, if the marketing mix can also achieve economies of scale, it will be used in full all value-added activities, through the marketing mix standardization, economies of scale in the product, cost, research and development, and marketing. However, the current issues of global competition and the concept of competitive advantage are widely accepted, but there are questions about the transfer of competitive advantage had not been discussed in depth. Therefore, this research attempts to lead Taiwan enterprises operating in the China market, for example, transfer of competitive advantage, marketing mix standardization and national culture influence the transfer performance. The main purpose of this study is to understand that the interference in the national culture, transfer and competitive advantage of the marketing mix of standard conditions for the transfer performance. In this study, 159 valid questionnaires by regression model analysis, the results were as follows: 1. The competitive advantage of transferring has significant impact for the standardized marketing mix. 2. The competitive advantage of transferring has significant effect for the transfer performance. 3. Standardization of the marketing mix has significant impact on transfer performance. 4. The national culture will affect the competitive advantage of the impact of migration on the transfer performance. 5. The national culture will affect the marketing mix standardization of the transfer performance.