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| Title: | 南美市場進入與經營策略個案分析
Market Entry and Management Strategies in South America: A Case Study Analysis |
| Authors: | 李曉勤
LEE, SIAO CHIN |
| Contributors: | 邱奕嘉
Chiu, Yi-Chia
李曉勤
LEE, SIAO CHIN |
| Keywords: | 折衷理論
OLI模型
南美市場
Eclectic Paradigm
OLI Model
South America |
| Date: | 2025 |
| Issue Date: | 2025-09-01 15:10:45 (UTC+8) |
| Abstract: | 本章旨在總結本研究針對A品牌於2023年至2025上半年進入南美市場之策略行動的分析結果，並從折衷理論的OLI模型三構面出發，對其國際化邏輯與實務操作提出統整性觀察。
本研究發現指出A品牌之所有權優勢為其啟動南美市場進入策略的基礎，而區位優勢評估則促使其最終選擇制度穩定、市場規模大且合作誘因高的巴西作為核心落腳國。隨著獨家代理制度無法支撐品牌成長，企業透過強化內部化策略（建立多通路、語言社群、當地售後等）實現營運主導權的回收，對應內部化優勢的應用。
在研究結論中，本研究認為OLI模型能有效解釋企業從啟動到擴張的邏輯，並指出區位優勢構面在新興市場應用中需輔以制度與文化理論補強。而內部化構面之動態調整功能，對於高風險市場尤為關鍵，亦展現企業國際化策略之彈性本質。
This chapter summarizes the analytical results of the study on Brand A’s market entry strategy into South America, using the OLI model framework to examine its internationalization logic and strategic adaptation.
First, in the "Research Findings" section, the study identifies Brand A’s ownership advantages—such as vertically integrated manufacturing, stable supply capability, and brand management experience—as the foundational resources enabling its initial market entry. The evaluation of location advantages led the firm to choose Brazil as the primary entry market due to its relative institutional stability, market size, and strong distribution incentives. As the exclusive distribution model failed to ensure long-term brand growth, the firm progressively increased its internationalization level by adopting multi-channel supply strategies, building local-language social media presence, and establishing after-sales service centers.
In the "Research Conclusion" section, the study affirms that the OLI model effectively explains the sequence from market entry to strategic transformation. However, it also identifies that the location dimension requires complementary frameworks—such as institutional theory and cultural distance models—when applied in emerging markets. Moreover, internalization proves to be particularly critical in risk-prone markets and reveals the dynamic adaptability of international strategy. |
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網路資料
1. CEPAL. (2024). The value of goods exports from Latin America and the Caribbean will grow 4% in 2024. Retrieved from https://www.cepal.org/en/pressreleases/value-goods-exports-latin-america-and-caribbean-will-grow-4-2024-new-report-eclac
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| Description: | 碩士
國立政治大學
企業管理研究所(MBA學位學程)
108363109 |
| Source URI: | http://thesis.lib.nccu.edu.tw/record/#G0108363109 |
| Data Type: | thesis |
| Appears in Collections: | [企業管理研究所（MBA學位學程）] 學位論文
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