| 摘要: | 中國大陸於2000年開放外資封測業者入境投資,再加上2008年北京奧運會與2010年上海世博會的舉辦,促使中國大陸在封測產業方面加速進入蓬勃發展階段。而近年來中國大陸境內自由經濟快速發展,配合市場全球化的態勢,中國大陸封測業者（含外資封測業者）面對國內外各種高中低階封測材料需求，更是進入白熱化的競爭,採購的項目更趨多元化。
本研究主要目的,希望透過瞭解大陸當前的總體環境以及對封測材料發展的現況,分析個案公司進入大陸市場的主要動機,以及個案公司在大陸市場選擇代理材料與區域的整體因素考量、競爭策略與經營模式,最後對中國大陸市場及未來發展潛力進行評估與經營規劃，希望未來能提供給台灣封測材料代理業者，在面對大環境變動的情況下, 做為考量自身情況做為進入大陸市場的參考依據。
本研究主要選擇以代理台灣品牌為主的台資封測材料代理企業個案 NK 公司為研究對象,深入分析其進入中國大陸市場的動機及經營模式，並選擇公司目前運作的實務經驗做為個案分析,探討其如何經營及管理材料的代理經銷業務，並對於個案公司經營策略採用產業分析工具－五力分析與SWOT分析進行評估。其五力分析結果顯示，需充分利用既有客戶關係優勢，擴大代理目前封測客戶使用的商品。而SWOT分析結論，個案公司需增加新營業項目提高傭金收入比例，降低企業財務槓桿壓力。
;Since China open policy to foreign assembly and testing companies in 2000, this industry was growing up very fast in recent years. Moreover, due to 2008 Beijing OlympIC games and 2010 Shanghai World Exhibition, internal market demand attracted various assembly and testing materials into China assembly and testing industry. This numerous demand put most assembly materials into hot market demand, and many material companies seized the opportunities to enter the China market.
The main purpose of this research is to explore and investigate the China environment and whole industry condition while a Taiwan assembly material agency company entered the China market, motivations of entering this market and operational strategies in different China regions. It’s competitive strategies and future directions were well analyzed and evaluated. The findings of this study can be used as references for company who looking forward to enter the same market in the future.
This research used Taiwan assembly material agency NK as case company. To analyze it’s current operation and motivation of enter China assembly market, this research used the industry analysis tools: the five forces analysis and SWOT analysis. The five forces analysis showed result that case company should use their customer relationship well and expand its market from current materials to other materials. The SWOT analysis showed result case company should increase new materials in commission base to lower the financial burden of current account. |
