| Summary: | 碩士 === 國立中正大學 === 高階主管管理碩士在職專班 === 105 === As the change of the investment environment in Taiwan, together with the economic reform and opening up of Mainland China, real estate investment has gained with a mushroom growth. The economic and cultural exchanges between cross-strait folk masses have been increasingly frequent since the governments permitted the fellow countrymen to go to mainland. The research discusses over a case company pursues for investments in Mainland China as a result of government’s easing policies towards investment in Mainland China, seeking for cost-efficiency industrial supply chain. Furthermore, it also demonstrates a leading trend of Taiwan businessmen’s investments in different industries, including real estate in Mainland China credited to driving forces of market scale and domestic environmental thrust since the reform and opening up in 1990; an increasing number of Taiwan’s businessmen are keen on investing in Mainland China due to cheap labor, inexpensive land rent, investment incentives and preferential measures of Mainland China.
The case company herein discussed went west with capital in 1994 as attracted by these environmental conditions. However, the case company faced with the risk of being forced to quit the stage under the fierce competition on account of insufficient capital, resources and incapability of adapting to environmental changes in quick manner. This paper aims at probing into the countermeasures taken by the case company confronting with the great risks and a range of uncertainties and how it turns the crises into opportunities and finally comes up with future prospects.
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