由於全球化競爭，跨國企業需進行全球化布局，當跨國企業考慮進入某個目標市場時會面臨該以何種方式進入目標市場的問題，海外市場進入模式有許多不同的方式，各種進入模式皆有其不同的優點與限制，而且會受到跨國廠商與地主國廠商彼此間競爭關係與未來發展的影響。 本文探討當技術較佳的跨國廠商能以出口、直接投資、出口加授權、直接投資加授權或單純授權這五種模式作為進入地主國市場時的進入策略選擇問題。本文主要的結論如下，跨國廠商在出口及直接投資的情況下皆願意授權。關稅高低與兩廠商成本差距大小會影響跨國廠商進入策略的選擇，當關稅很低時，跨國廠商會選擇出口加授權，當關稅很高時，跨國廠商必然會選擇直接投資加授權，當關稅中等時，跨國廠商則會視成本差距大小決定最適策略，在兩廠商成本差距偏大（小）時，跨國廠商的進入模式為出口加授權（授權）。當跨國廠商多了出口加授權與直接投資加授權的策略選擇後，跨國廠商出口的可能性提高。跨國廠商的進入策略如果不是單純授權，而是出口或直接投資搭配授權的情況下，地主國的福利水準會提升。跨國廠商不同的進入模式，也會影響地主國對跨國廠商進入模式的偏好，地主國偏好跨國廠商採出口的進入模式，所以跨國廠商的進入模式與地主國偏好的進入模式不一致。 ;This paper consider an advanced technology multinational enterprise’s optimal entry mode into foreign markets. There are five entry strategies for a multinational enterprise: (i) exports (ii) FDI (iii) licensing (iv) exports and licensing (v) FDI and licensing. It is shown that a multinational enterprise’s optimal entry mode depends on the tariff, on the costs between the multinational enterprise and the host enterprise and on competition. The main conclusion is as follows, the multinational enterprise in exports and in the foreign direct investment situation is willing to be licensing. The tariff and the costs between the two firms will affect the choice of the strategies. After multinational enterprises have the strategies of exports and licensing, FDI and licensing, multinational enterprises’ export possibility enhancement. The multinational enterprises’ strategy, if is not the pure licensing, but in the export or in the foreign direct investment matching licensing situation, the host country’s welfare standard will promote. Analyzing the welfare implication of the entry mode , the host country prefer exports and the choice of entry modes is different between the multinational enterprise and the host country.
