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中文論文名稱 需求外溢效果下營運據點佈局策略-以服務業投資中國大陸擴點為例
英文論文名稱 The Deployment Strategy of Operational Unit under the Spillover Effect of : The Example of Service Industry Entry into Mainland China
校院名稱 淡江大學
系所名稱(中) 中國大陸研究所碩士在職專班
系所名稱(英) Graduate Institute of China Studies
學年度 100
學期 2
出版年 101
研究生中文姓名 王道華
研究生英文姓名 Tao-Hua Wang
電子信箱 taohuaw@hotmail.com
學號 793240226
學位類別 碩士
語文別 中文
口試日期 2012-06-01
論文頁數 73頁
口試委員 指導教授-張正昌
共同指導教授-吳漢
委員-張五岳
委員-劉興華
中文關鍵字 海外直接投資  營運據點佈局  知覺需求領航者  需求外溢 
英文關鍵字 Foreign Direct Investmemt  Deployment of Operational Unit  Perceived Demand Leader  Demand Spillover 
學科別分類 學科別社會科學區域研究
中文摘要 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。
英文摘要 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.
論文目次 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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張正昌、陳珠龍、黃靖紋與謝秀蓮(2010),「PMBDS觀點下服務業FDI營業據點佈局模式-理論發展與情境模擬實證研究(I)」,發表於2010決策分析研討會,(新竹:清華大學)。
陳珠龍、張正昌、劉凱婷、張昕妤與陳凱婷(2010),「PMBDS觀點下服務業FDI營業據點佈局模式-理論發展與情境模擬實證研究(II)」,發表於2010決策分析研討會,(新竹:清華大學)。
邱世偉(2011),「偏好外溢與內部化能力考量下服務業多重地點投資選擇模式-應用目標規劃」,致理技術學院企業管理系暨服務業經營管理研究所碩士論文。
二、英文部分
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