公司的跨國策略：以N公司為例

Abstract

在全球市場競爭加劇與地緣政治風險上升的環境下，企業尋求永續成長的策略日益轉向跨國擴張。對於處於高技術密集與產品週期快速變動的半導體產業而言，跨國化不僅能協助企業分散單一市場風險，亦有助於拓展營收來源與強化品牌國際能見度。然而，企業在推動跨國策略的實踐過程中，經常面臨文化差異、市場結構異質、資源配置限制與內部協同等挑戰，需建構兼顧總部與區域彈性的策略與組織運作模式。 本研究以台灣中型IC設計公司N公司為研究對象，探討其如何從立足大陸市場，進一步拓展至歐洲與北美市場，並在過程中推動組織重整與支援系統建構，以因應市場滲透率不足與技術競爭壓力的挑戰。研究聚焦於三大策略行動：一是將在亞洲累積的產品與推廣經驗系統化，建構可複製的跨區域推廣架構；二是建立全球支援團隊（Global Support Team），以提升對區域銷售與技術人員的支援效率與反應速度；三是對應行銷漏斗模型，設計分階段、具優先順序的市場進入具體行動，以提升客戶接觸與導入成功率。 研究採用個案研究法，輔以文獻探討與深度訪談，整理出N公司如何整合全球資源與區域市場特性，並歸納出其中的關鍵成功因素與策略實踐邏輯。本研究不僅補足中型科技企業於跨國歷程中的研究缺口，亦提供一套實務可行的跨國營運規劃參考架構，特別適用於資源有限但具技術優勢的企業作為海外市場拓展之依據。

As global competition intensifies and geopolitical risks rise, cross-border expansion has become a key strategy for enterprises seeking sustainable growth. In fast-evolving industries such as semiconductors, internationalization allows firms to diversify markets, reduce risk, and enhance global brand presence. However, challenges such as cultural differences, market heterogeneity, and coordination complexities require adaptable strategies that balance global integration with local responsiveness. This study examines a Taiwanese mid-sized IC design firm, Company N, and its expansion from Asia into Europe and North America. To address low market penetration and growing competitive pressure, the company implemented three strategic actions: （1） transforming its regional successes into a repeatable global framework; （2） establishing a Global Support Team to improve cross-regional responsiveness; and （3） developing a phased, funnel-based market entry strategy to strengthen customer engagement and design-in efficiency. Using a case study method supported by literature review and interviews, this research explores how Company N aligned internal capabilities with external market needs. The study identifies key success factors in Company N’s internationalization process and presents a practical framework for similar firms. The findings contribute to the understanding of how mid-sized technology companies with limited resources can build flexible, effective cross-border strategies to support global market expansion.