專業服務業貿易模式研究: 以台灣工程顧問業進入東協市場為例

Abstract

本文嘗試以Michael Porter (1990)提出之國際競爭優勢鑽石模型為基礎，針對台灣與三個東協國家(馬來西亞、新加坡及越南)的工程顧問服務進行研究，並參考Alan Rugman (1993 & 2011)及Dong-Sung Cho (2007 & 2008)等學者後續所提出之雙鑽石模型，將產業的跨國行為納入研究。本文所引用之資料來源包含各國政府、國際組織以及產業研究機構所公佈之法規、統計數據與研究報告，藉此比較出台灣在發展工程顧問服務所具有的優勢。隨後再引用John Dunning (2001)的企業國際化理論折衷典範，將前述分析所發現的台灣工程顧問業優勢，逐一歸類成台灣業者的自有優勢、區位優勢及內部化優勢，比較分析出台灣工程顧問業基於母國台灣與各地主國的產業環境，研提在面對各東協市場時可以採行的進入模式。

In light of the growing importance of international trade in services, this thesis is aimed to studying foreign market entry options for Taiwanese engineering service firms in ASEAN markets. By adapting the Double Diamond Model, an analytical framework based upon Porter’s Diamond Model, the author analyzes the difference in the domestic and international sources of competitive advantages for developing engineering service sectors in Taiwan, Malaysia, Singapore, and Vietnam. Official statistics, competitiveness survey results and government regulations from public resources are used to measure each dimension of competitive advantage. The findings then enables a national-level and industrial-level analysis based upon Dunning’s Eclectic Paradigm which suggests that ownership advantages, location advantages and internalization advantages determines the means of international production. The findings then contribute to identify and explain the appropriate entry modes and suggested actions in each researched market. Porter’s diamond model and its extensions adapted in this study are found applicable in professional service contexts. They can be useful and operative analytical tools for enterprises seeking international opportunities.