國際市場進入策略之研究-以台灣中小企業進入蒙古國為例

Abstract

英文Small and Medium-sized Enterprises play an important role in the economic growth and considerably essential to generate employment as in many other developing countries. The governments, especially, of developing countries are eager to attract foreign investors to enter their countries’ market, convince them grow their business. This study investigates three Taiwanese SME companies that are operating in Mongolia in three different industries. By using primary and secondary data, this research tried to measure their growth both internally-management competence of the firm, lack of skilled force, use of technology and their business and externally-competition, government policies, access to finance and geographical location. After measuring their growth, this research studied their strategies, objectives, assumptions and capabilities, in order to define their performance and profitability. It has been observed that because of the Government foreign investor-friendly policy of Mongolia, the firms from manufacturing, mining and construction industries of Taiwan are eager to enter Mongolian market. In order to provide the information to future investors about the current situation, the research reveals geographical locations of SMEs and its’ development, road networks and population of Mongolia. It was found that when a firm decides to enter foreign market, country specific factors, industry specific factors, product specific factors and firm specific factors may influence its’ entry mode of choice. The choices are different from one another. It’s a decision made by the firms’ executives depending on their performances. Entry modes that can be applied in the target country are such as exporting, licensing, franchising, joint venture and Greenfield investment. Keywords: entry, international market, entry strategy, Mongolia, Taiwan, small medium-enterprises