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6885
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狀態 NC094FJU00457084
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輔仁大學
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管理學研究所
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學號 493705221
研究
生 鍾慧平
(中)
研究
生 Hui-ping Chung
(英)
論文
名稱 美商家庭娛樂企業台灣市場進入模式之探討
(中)
論文
名稱 Entry Modes Analysis of International Home Video Firms into Taiwan Market
(英)
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指導
教授 榮泰生
(中)
指導
教授 Tyson Jung
(英)
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字 資源基礎論 國際化策略 進入模式 多角化
(中)
關鍵
字 resource-based theory international strategy entry mode diversify strategy
(英)
曾幾何時，家庭影碟的收益已佔全球娛樂產業龍頭「好萊塢美商五大影
業」總收入的 7 成，反客為主地取代電影院線收入，躍升為金牛事業。 20
(中)
世紀初，好萊塢在全球電影市場獨占鼇頭一百年，在跨入千禧年後，隨著
摘要
全球娛樂消費支出逐年提升，亞洲經濟發展起飛，中國大陸市場開放，亞
洲各國娛樂事業而更蓬勃發展。隨著時代的變遷，美國好萊塢電影產業並
沒有因此衰退，反而透過敏銳的市場嗅覺、科技的研發、高度彈性的組織
運作並靈活運用企業本身的優勢，成功讓 DVD 大舉滲透國際市場，且在
世界各國大放異彩。此時，不禁要深思，正值全球娛樂消費不斷成長之
際，台灣的娛樂產業該如何借鏡美國，在這充滿競爭及機會的時代裡取得
一席之地。 本研究之目的，是以美商五大影業的分公司和代理商做為研
究對象，並參考家庭娛樂事業的進入模式類型為主體，探討核心資源、多
國籍經營策略和多角化策略此三大構面對於進入類型的影響程度，企圖驗
證： 1.核心資源的強弱是否會影響進入模式。 2.當多國籍經營策略的不同
時，是否會影響進入模式的選擇。 3.多角化事業的相關或非相關事業發展
對於進入模式是否會有影響。 研究結果發現，除「多角化策略」中的相
關事業多角化與非相關事業多角化變數外，「組織能力」、「無形資產」
及「多國籍經營策略」中的策略變數皆會影響市場進入模式的類型。基於
研究發現，本研究建議相關娛樂產業進軍國際時，可以其本身核心資源的
強弱和國際化策略目標及方向，來考量與訂定較適切的進入模式類型以取
得市場。
For years, home video business has accounted for 70% gross of Hollywood Major 5,
the top 5 global entertainment leaders, to replace the theatrical position turning into
a Cash Cow business. Hollywood movie has been prevailed the market over a
hundred year since 20th century. After millennium, entertainment business in Asia is
also burgeoning in consequence of increasing global entertainment expenditure, Asia
economic growth and China’s open-door policy. With penetrating market sense,
new technology R&D, highly-flexible organization as well as elastic and effective
use of advantage in itself, Hollywood Majors always synchronize the fluid world
摘要 and successfully pushed DVD forward penetrating international market. At the
moment, we contemplate how our entertainment firms can learn from Majors to get
share of foreign market in a era full of competition and opportunity. The purpose of
(英) the paper is to probe into how 3 propositions-resource-based theory, international
strategy and diversify strategy– influence the entry decision of home video licenses
and franchises. We try to demonstrate the following: 1. Does the dissimilar strength
of core resources affect entry mode? 2. Does different international strategy result in
different entry mode? 3. Is there any influence of related or un-related diversify
strategy on the choice of entry mode? The result indicates that entry mode decision
is affected by 3 proposed propositions except for diversify strategy. Based on the
findings, the suggestion to related entertainment firms is to take into account their
strength of core resources and goal and course of international strategy when
entering the global marketplace so as to make a appropriate decision on the choice
of entry mode.
第壹章 緒論 1 第一節、研究背景 1 第二節、研究動機 10 第三節、研究目
論文 的 15 第貳章 文獻探討 17 第一節、多國籍經營策略 17 第二節、國際市場
目次 進入模式 31 第三節、資源基礎理論 38 第四節、多角化策略 46 第參章、
研究方法 55 第一節、研究流程 55 第二節、研究架構 56 第三節、操作性
變數衡量 56 第四節、個案研究方法 58 第五節、個案研究的品質－信度與
效度 59 第六節、個案的選擇 59 第七節、個案的蒐集 60 第八節、資料分
析方法 61 第肆章、個案分析 63 第一節、A 個案分析－華納 65 第二節、B
個案分析－迪士尼 72 第三節、C 個案分析－新力 78 第四節、D 個案分析
－二十一世紀福斯 84 第五節、E 個案分析－UIP 聯合影業 86 第六節、個
案綜合分析與發現 89 第五章、結論與建議 95 第一節、研究結論 95 第二
節、研究建議 96 第三節、研究限制 97 第四節、後續研究 97 參考文獻 99
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