以「察覺─動機─能力」觀點與「網絡關係觀點」初探「新南向政策」對企業國際化歷程之影響：以餐飲服務產業個案為例

A Preliminary Investigation into the Influence of New Southbound Policy on Enterprises’ Internationalization Process from the Awareness-Motivation-Capability (AMC) Perspective and the Network Relationship View: Case Studies of Food Service Industry

學者在探討企業國際化的研究曾指出，企業必須仰賴其合作夥伴的資源與資訊而推動國際化。而在臺灣政府所推動的「新南向政策」下，企業如何由政府所提供之國際化所需資源與資訊及透過政府所協助整合之各項合作夥伴的力量，將市場擴展至東南亞；與此相關之研究仍相當有限。再者，此「新南向政策」實屬實務面政策，學界應提出更多實務面的建議供企業參考。因此，本研究以動態競爭研究中之「察覺─動機─能力」觀點，與「關係觀點」，以七個國際餐飲服務業者為例，運用個案研究的方式探討餐飲服務產業的國際化歷程。研究發現，廠商必須導入市場導向以取得東南亞市場的顧客與競爭者資訊，並以策略聯盟或尋求當地合作夥伴的方式進入東南亞市場。此研究結果可提供臺灣餐飲服務業者布局東南亞營運據點之參考。

Past studies on the internationalization process of an enterprise point out that an enterprise has to rely on the resources and information of its partners to promote internationalization. Under the New Southbound Policy, the Taiwanese government may provide resources and information needed for internationalization and integrate the strength of a variety of partners to assist enterprises in expanding their markets to Southeast Asia. However, few studies have tackled this issue. Furthermore, the Taiwanese enterprises may benefit from the practical suggestions by the academics regarding the practical decree of New Southbound Policy. Therefore, based on the Awareness-motivation-capability (AMC) perspective from competitive dynamics and the Network Relationship View, this study investigates the internationalization process of seven food service providers by the case study method. We find that it adds significantly to these Southbound companies to adopt market orientation approach to obtain customers and competitors’ information of the targeted markets. The companies also better enter the markets by building strategic alliance or finding local partners. Our findings may serve as a reference to Taiwanese food service companies when considering expanding service locations in Southeastern Asian countries.