台商在東協市場的進入模式與關鍵成功因素之研究：以A租賃公司為例

Abstract

租賃業企業在發展中的國家扮演著重要角色，其滿足資金上的需求以支持中小企業的發展與成長。本研究主要探討台商租賃企業於東協市場的進入模式選擇與關鍵成功因素為何，透過質性訪談個案公司的經理，取得台商租賃公司在東協市場具體耕耘的歷程，從進入市場前的實地市場調查研究、決定進入一新市場的關鍵因素，以及進入市場後如何持續性發展與擴張業務範圍等。訪談內容經過整理與收斂後，再運用相關文獻、個案公司專訪，和個案公司在中國大陸市場的運作狀況等次級資料加以分析，最後得出台商租賃業者在東協國家的進入模式分析與其關鍵成功因素，為欲前往東協國家發展的台灣租賃業者提供進入該市場的評估指標與建議。 本研究主要發現有三：(1)個案公司是以追隨客戶之國際化方式向海外擴張，在新市場的經營方式，皆優先滿足台商資金需求，再開發當地客戶。另外，中國大陸市場的成功，歸因於當地對於租賃業者法規限制較為寬鬆、進入初期先鎖定於台商，以及個案公司自身經營有成，得以參與大型聯貸案；(2)目前東協各國的金融租賃市場狀態皆有明顯不同，泰國與印尼的租賃市場成熟，泰國對於汽車的租賃需求特別高，菲律賓當地租賃產業屬初期發展階段，越南租賃發展也仍屬於起步階段，不過整體而言，東協國家中的中產階級人口增加，內需消費市場隨之成長，此將帶動當地企業租賃需求。個案公司在東協市場的進入次序上，前期追隨台商客戶，進而開拓當地客戶市場，後期因較熟悉東協市場，遂積極進攻周邊國家，以獲得先進優勢；(3)個案公司在東協市場的關鍵成功因素，歸因於面對日韓企業競爭壓力，其尋找出當地利基市場，專注於經營小眾市場、具備專業業務技能，以承作華人與當地客戶，以及與各大金控集團合資，擁有充裕資金，使之業務發展更具彈性。

Leasing companies play an important role in developing countries, which meet the financial needs of SMEs in order to support their business development and growth. The purpose of this study is to identify the entry mode selection and key success factors of Taiwanese leasing companies in the ASEAN market. This study presents the development path of a Taiwanese leasing company in the ASEAN market through in-depth qualitative interviews with managers of company A, including the field market research before entering the emerging market, the key reasons that determine to entry into a new market, and how to develop and expand the business scope sustainably after the entry. The thesis was analyzed by interview of company A, relevant academic literature, and secondary data of company A. The result of the study was the selection of the entry mode of Taiwanese leasing companies and their key success factors in the ASEAN market, providing Taiwanese leasing firm assessment indicators and recommendation for developing new markets in ASEAN countries. There are three main findings in this study: (1) company A expands overseas by following customers. In the new market, Company A gives priority to meeting the needs of Taiwanese companies and then looks for local customers. In addition, the key success factors of China market are that the local restrictions on the leasing industry were relatively loose, Company A focused on Taiwanese companies at the beginning, and their business ran well in order to participate in large-scale syndicated loan; (2) each leasing market of ASEAN countries is obviously different. Thailand and Indonesia's leasing market are mature, and Thailand has a particularly high demand for car rental. The leasing industry in Philippines and Vietnam are both in the initial stage of development, however, the middle-class population in the ASEAN countries has increased, and the domestic demand market has grown, which will drive leasing needs of local businesses. In the sequence of entering the ASEAN market, the early-stage strategy was to follow the Taiwanese clients and further seek the local customers. Later, as Company A were more familiar with the ASEAN market, they actively expand into neighboring countries to gain advanced advantages; (3) the key success factors of the ASEAN market are that they focused on local niche markets when faced with the competitive pressure of Japanese and Korean companies, sales representatives were well-trained and had professional business skills to undertake Chinese and local customers’ business, as well as they had joint ventures with major financial holding groups, with sufficient funds to make business development more flexible.