中小企業是台灣數十年來經濟蓬勃發展的主要動力，不論是在國家競爭力的提昇、就業機會的創造或是生活環境的改善，它們都扮演先驅者與推行者。數十年如一日默默地推動著台灣經濟發展，由一個貧窮、落後農業經濟發展到以高科技產業為主的現代化經濟。自1990年代以來，在全球化的浪潮推波助瀾下，國內外市場環境丕變、競爭日益白熱化、科技日新月異、產品生命週期越來越短、消費者越來越重視環保等，尤其在金融風暴後，台灣中小企業面臨空前的挑戰與機會。如何能夠創造出競爭力強、獲利高如聯發科或蘋果公司是全球企業決策者急欲知道。上列兩家公司的關鍵成功因素顯然是在產品創新及行銷策略；然而全球每天有成千上萬企業所採行的創新策略失敗、國際行銷亦成效不彰，究其原因可能與企業文化有關。而目前這方面的研究實證還是很少，因此本研究主要探討企業創業導向、國際行銷策略與經營績效間之關聯，研究對象是225家台灣中小型外銷製造業。研究實證結果顯示企業創業導向、國際行銷策略與經營績效有顯著的關係，具體言之:
一、企業創業導向影響其所採行之國際行銷策略、高創業導向的企業傾向於採用更有效的國際行銷策略。
二、採用的國際行銷策略顯著影響經營績效。
三、間接透過所採用的國際行銷策略影響經營績效外，企業創業導向亦直接影響其經營績效，即創業導向愈高的企業其經營績效愈好。

The internationalization of businesses has been one of the most significant economic transformations in recent years. For many firms around the globe, “going international” has become imperative for growth and survival. This is apparently the case of firms located in small size market such as Taiwan.  
While the rapid growing “globalization” has created many opportunities, it has further intensified competition and threatened the existence of many firms, large or small, worldwide. To compete successfully in today’s rapid changing world of businesses, evidently, firms have to rely on effective marketing strategies that foster by the entrepreneurial orientation.
The present study intends to examine the relationship between entrepreneurial orientation, international market strategies, and business performance. The research results, based on 225 Taiwanese small and medium sized international manufacturers, appear to verify the premised relationships between the variables in questions. The outcomes suggest entrepreneurial orientation influences business performance directly and in directly. The findings suggest a high entrepreneurial oriented firm tend to achieve above average in terms of sales and profit growth. The results also suggest a high entrepreneurial oriented firm inclines to adopt more effective international marketing strategies which are verified to be related to the business performance of the firm.

目  錄
謝辭
中文摘要
英文摘要
目錄	I
表目錄   III
圖目錄   V
第一章 緒論 1
1.1 研究背景與動機	 1
1.2 研究目的 3
1.3 研究步驟 4
第二章 文獻探討 6
2.1 中小企業 6
2.1.1 台灣中小企業定義 6
2.1.2 台灣製造業的定義 7
2.1.3 台灣中小企業發展現況 7
2.1.4 台灣中小企業的特質 10
2.1.5 各國對中小企業之定義 10
2.1.6 各國中小企業發展概況 11
2.1.7 台灣中小企業相關研究 14
2.2 企業創業導向 15
2.2.1 創業導向之定義 15
2.2.2 創業精神與創業導向之差異 16
2.2.3 企業創業導向之衡量構面 16
2.3 國際行銷策略 20
2.3.1 國際市場拓展策略 21
2.3.2 國際產品策略 24
2.3.3 國際定價策略 29
2.3.4 國際促銷策略 32
2.3.5 國際通路策略 37
2.4 經營績效 42
2.4.1 財務性績效 42
2.4.2 企業績效 43
2.4.3 組織效能 43
2.5 企業創業導向、國際行銷策略與經營績效 46
2.5.1 企業創業導向與經營績效之關係 46
2.5.2 企業創業導向與國際行銷策略之關係 46
2.5.3 國際行銷策略與經營績效之關係 47
第三章 研究方法與設計 48
3.1 研究架構 48
3.2 研究假設 50
3.3 變數操作性定義與衡量 54
3.3.1 企業創業導向變數 54
3.3.2 國際行銷策略變數 55
3.4 抽樣設計與研究方法 57
3.4.1 問卷設計 57
3.4.2 抽樣設計 57
3.4.3 統計分析方法 57
3.4.4 信度與效度分析 58
第四章 實證分析 61
4.1 樣本基本資料分析 61
4.1.1 填寫問卷者 61
4.1.2 公司產業別 61
4.1.3 公司成立年數 62
4.1.4 企業國外營運年數 62
4.1.5 外銷市場 63
4.1.6 員工人數 64
4.1.7 資本額 64
4.2 敘述性統計分析 65
4.3 因素分析 68
4.4 研究假設之驗證 72
4.5 研究結果彙整 78
第五章 研究結論、貢獻與建議	 80
5.1 研究結論 80
5.1.1 企業創業導向 80
5.1.2 國際市場 80
5.1.3 企業創業導向與國際行銷策略 81
5.1.4 企業創業導向、國際行銷策略與經營績效 81
5.2 研究貢獻 82
5.3 研究建議 83
5.3.1 對中小型製造業的建議 83
5.3.2 後續研究建議 84
5.4 研究限制 86
5.4.1 問卷限制 86
5.4.2 抽樣限制 86
5.4.3 調查時機 86
參考文獻 87
一、中文部份 87
二、英文部份 89
附錄：問卷 97
 

表目錄
表2-1   台灣中小企業認定標準 6
表2-2   2008年企業規模別概況 8
表2-3   中小企業產業總銷售值與內外銷值 9
表2-4   各國對中小企業之定義 11
表2-5   各國中小企業概況 13
表2-6   國際產品策略相關之研究 25
表2-7   國際定價策略相關之研究 31
表2-8   國際促銷策略相關之研究 33
表2-9   國際通路策略相關之研究 39
表2-10  績效衡量指標彙整 44
表2-11  業研究常引用之績效構面及相關指標 45
表3-1   創業導向操作性定義 54
表3-2   國際行銷策略操作性定義 56
表4-1   填表者基本資料 61
表4-2   公司產業別	62
表4-3   企業成立年數 62
表4-4   海外營運年數 63
表4-5   主要外銷市場 63
表4-6   員工人數 64
表4-7   資本額 64
表4-8   企業創業導向題項之敘述性統計	65
表4-9 　國際行銷策略題項之敘述性統計	66
表4-10  經營績效題項之敘述性統計 67
表4-11　企業創業導向之因素分析 69
表4-12  國際行銷策略之因素分析 70
表4-13  經營績效、企業規模及營運狀況之因素分析 71
表4-14  企業創業導向對國際市場拓展策略之迴歸分析 72
表4-15  企業創業導向構面對國際市場拓展策略之迴歸分析 72
表4-16  國際市場拓展策略對經營績效之迴歸分析 73
表4-17  企業創業導向對國際產品策略之迴歸分析 73
表4-18  企業創業導向構面對國際產品策略之迴歸分析 73
表4-19  國際產品策略對經營績效之迴歸分析 74
表4-20  企業創業導向對國際訂價策略之迴歸分析 74
表4-21  企業創業導向構面對國際訂價策略之迴歸分析 74
表4-22  國際訂價策略對經營績效之迴歸分析 75
表4-23  企業創業導向對國際促銷策略之迴歸分析 75
表4-24  企業創業導向構面對國際促銷策略之迴歸分析 75
表4-25  國際促銷策略對經營績效之迴歸分析 76
表4-26  企業創業導向對外銷通路策略之迴歸分析 76
表4-27  企業創業導向構面對外銷通路策略之迴歸分析 76
表4-28  國際通路策略對經營績效之迴歸分析 77
表4-29  企業創業導向對經營績效之迴歸分析 77
表4-30  企業創業導向構面對經營績效之迴歸分析 77
表4-31  假設檢定結果彙整 78
 

圖目錄
圖1-1  研究流程圖	5
圖3-1  研究架構 49
圖4-1  研究架構與各假說之標準係數 79

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