本文假設服務業海外直接投資（FDI）之初，在地主國是處於獨占性競爭市場結構下，期冀藉由以城市為基本單位的「營運據點佈局」，創造在地主國的品牌/商譽優勢，以作為一個競爭未來寡占市場成員的利器。然而，有關此議題之研究，相當鮮少。因此本文將延展Chang與Yang之需求外溢理論，結合個體經濟學與消費行為領域之理論，提出「知覺需求領航者偏好外溢（Spillover on Perceived Demand Leader，SOPDL）」之概念性定義與其理論性架構，並以此觀點，引用管理科學方法，建構服務業海外直接投資營運據點佈局之地點選擇模式，並輔以台灣某休閒咖啡產業進軍大陸市場之範例，說明其解於實務之意涵。

This article presupposes that a service provider is in the preliminary phase of foreign direct investment or FDI in a particular host county and is being confronted by a monopolistic market structure.The service provider hopes establish a brand/reputation advantage in the host country through “Deployment of Operational Unit” with the city as the basic unit. and serving as a competitive weapon as amember of the oligopolistic market. However, as researchers on this issue are scarce, in this paper, the demand spillover theory put forth by Chang and Yang, combined with the theories of microeconomics and consumer behavior, were expanded to put forward the conceptual definitions and theoretical framework of the “Spillover on Perceived Demand Leader,SOPDL.” Through this viewpoint, a mathmatical programming method is applied to construct a location selection model of deployment of operational unit for servicing industry’s FDI. With a Taiwanese leisure coffee industry’s entry into the mainland market as an example, the practical implications are described.

目 錄
第一章  緒論	1
第一節、研究背景	5
第二節、研究動機	11
第三節、研究目的	12
第二章  需求外溢與地點選擇文獻探討	13
第三章  服務業FDI初始市場競爭情境假設	16
第四章  知覺需求領航者偏好外溢（SPODL）	20
第一節、概念性定義	20
第二節、理論性架構	20
第三節、SPODL測度指標與用途	24
第四節、SPODL網路結構定義	28
第五章  FDI理想營運基地（FDI IDEAL BUSINESS BASE）	30
第一節、FDI營運據點佈局實質意涵	30
第二節、FDI營運據點佈局地點評選準則	31
第三節、二元整數規劃地點選擇模式	33
第六章  範例說明	38
第一節、範例背景	40
第二節、範例結果說明	47
第七章  結論	50
第一節、研究討論	50
第二節、未來研究方向	53
參考文獻	54
附錄一  海峽兩岸經濟合作架構協議	60
附錄二  LINGO軟體求解程式	69
附錄三  PMBDS問卷樣本	72
附錄四  SOPDL問卷樣本	73

圖表目錄

圖一 SOPDL之理論性架構	24
圖二 SOPDL網路架構定義簡例	29
表一  2011TEEMA中國大陸城市綜合實力推薦等級匯整表	42
表二 各子市場之10個城市	43
表三 各子市場城市創造SOPDL之值 	44
表四 各子市場城市最少需投資之門市總數 	45
表五 各子市場優先投資城市集	47

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