多國籍企業海外行銷通路、網絡關係及電子化程度對通路績效之實證研究

This study investigates the factors influencing the choice of international marketing channels, overseas network relationship, the level of e-business, and international marketing channel performance. Case study visit three companies for modify the original model according to the analysis of the case study reports, and then follow-up with questionnaire investigation. Statistical analysis of the latter can help to verify the correctness of the theoretical model, and can provide a comparison with cases and previous work. From the case study organizations, found that the demands of the target market factor and the resource payout for the company factor are the main considerations when choosing channel forms for most companies. The main differences among networks result from the various extents of centralization. Results of data analysis, the market situations, the company conditions, and the cooperation of channel members are the most appreciated factors for a company when choosing their channel. Various channel forms will result in different degrees of inter-trust, inter-profit, centralization, and formulization between the enterprise and its overseas contacts. This research analyses the international marketing channel from the perspective of e-business and network infrastructure, in the hope that it will provide insight into its management for higher foreign earnings.