汽車工業是一種技術密集、資金密集且具有高附加價值之工業，產品精密度高，佔據製造業整個產業的相當比例，無論在產業技術的提升，就業機會的擴增，產業關聯效果，政府稅收的增加方面，對國家的整體經濟發展有相當大的貢獻。近年來，中國大陸的改革開放及經濟迅速成長帶動民眾消費能力增加之後，吸引全球各地外資投入。依據中國國家統計局統計，2005年中國汽車總市場銷售量已達到570萬輛，成為世界第二大汽車消費國，是現今全球汽車市場主要成長的動力。 台灣地區因市場胃納量小，在汽車產業市場達到飽和進入產業成熟期之後，本土業者受到中國大陸廣大市場的吸引紛紛前往佈局，而如何在進入中國大陸汽車市場時選擇最有效益的經營方式，因應市場環境變化的衝擊，搶得發展先機，甚至擴張企業利潤，此即為本研究主要探討重點。 本研究主要透過H公司的個案分析深入探討台灣的汽車經銷業者在進入中國大陸市場時應該採行何種經營模式以及其可能面臨之困境。在經過總體環境分析、中國大陸汽車產業現況分析及個案公司企業競爭能力分析之後，研究者整理出以下幾點結論： 1. 產業現況方面：中國市場具備許多有利的投資環境因素，如政策開放、經濟成長及市場持續擴張等；但在投資熱潮下所形成的激烈競爭也使汽車經營的利潤下滑，市場成長力道趨緩，發展受制；而過度投資所造成的能源短缺危機亦是企業未來關注的重點。 2. 市場進入困境：台商在大陸仍面臨政治法令限制，進入模式僅能以合資方式開拓市場，經銷角色差異使個案公司無法複製台灣經驗進入中國市場，人力資源不足也造成拓展上的困難。 ;The vehicle industry involves lots of techniques and capitals, and is a high value added industry. It contributes a lot to the whole national economic growth by increasing revenues of government taxes, creating new job employments and enhancing technology. During the recent years, the revolutionary changes of the Mainland China and the increase of the consumption capabilities of the people attracted lots of foreign investments. According to the National Bureau of Statistics of China, the amount of vehicles sold in year 2005, is 5.7 million. China then become the world’s second largest country of vehicle consumption and is the main source of the international growth within the industry. The main purpose of this study is to understand the appropriate business strategy used while Taiwanese merchants successively transfer their business to Mainland China, in order to catch up with the changes of the market and increase business revenue at the same time. By analyzing the case of the H company, this study emphasizes on the strategy used and the problems encountered. After a deep insight on the macro-environment, current situation of the Chinese vehicle industry and the competitive capabilities of the company, this study concludes with the following comments: 1.Current industry situation: the Chinese market has favorable investment conditions such as policy changes, economic growth and the continuous expenditure of the market. However, the harsh competition reduced the profitability of this industry, which also restricted the development. Moreover, investors should put emphasize on the over-investment, which caused the shortage of natural resources. 2.Difficulties of the market entry: Taiwanese merchants are still under restriction of the Chinese laws. The only way to enter the Chinese market is joint-venture which means that the selling strategy used in Taiwan cannot be copied in the case of the Mainland China. Finally, the shortage of Human Resource also restrains the company from expending.