日本生活品牌來台進入模式之研究

Abstract

企業國際化的發展下，如何進入海外市場為相當重要的決策，因為國家文化、經濟環境、和公司擁有的資產和能力等因素下，影響企業選擇不同的進入模式。當跨國企業進入台灣市場時，是否有偏好的投資模式或是其他因素影響，本文以日本生活品牌：UNIQLO和無印良品為研究對象，以個案分析法探討兩家大型企業進入模式差異。本文蒐集企業公開的官方資訊、國際化文獻、世界組織的報告等初級和次級資料進行分析，從文獻中可看出除了產業和企業影響模式的選擇外，國家和文化也是重要的因素之一，因此本研究的分析分為下述兩大面向。首先，在分析個案公司前，本文先針對國家面進行探討，對日本企業的國際化發展進行分析，了解日本的海外投資模式，並以CAGE距離模型分析日本和台灣兩個國家間距離變數。接著，針對企業和產業進行分析，探討UNIQLO和無印良品公司策略、國際化布局和台灣市場情況，綜合比較兩家企業進入模式的差異，最後並找出兩家品牌在台的成功因素，以給台灣企業未來國際化做出建議。

As enterprises enter foreign markets, how to choose the appropriate entry mode is an important decision. Because of various factors, such as national culture, economic environment, and assets and capability of a company, these would affect enterprises’ choice of entry modes and would bring different effects on future operation management. As multinational enterprises enter the Taiwanese market, how they choose the investment mode and what kinds of factors they need to consider is an interesting issue. To explore the issue more fully, this thesis selects two Japanese Multinational Enterprises: Uniqlo and Muji as the research subjects, and uses the Case Analysis Method, which aims to explore the difference of two enterprises’ investment modes.The study collects primary and secondary data including official information published by companies, literature related to internalization and entry modes, and statistics reports from official organizations to do the analysis. From the literature review, this thesis categorizes factors influencing entry mode choice into two main aspects: industry and enterprise, nation and culture.First of all, before analyzing two multinational enterprises, the study explores the internalization of Japanese enterprises in order to understand Japan foreign direct investment; furthermore, using CAGE framework to discuss distances between Taiwan and Japan. Second, the study analyzes Uniqlo and Muji and their strategies on internalization and Taiwanese markets to compare entry modes of two companies. By examining these two international brands, the thesis could give suggestions to Taiwanese enterprises for future development.