國際企業與行銷領域之學者的研究重點包括(1)行銷標準化之影響因素(
Jain 1989)；(2)市場佔有率與績效之關係(Szymanski et al.
1993)；(3)市場進入模式與績效之關係(Green et al. 1994)；(4)廠商整
體策略與績效之關係(Rumelt 1982)等。但上述理論研究未特別針對出口
行銷環境(Structure of export marketing, Se)、出口行銷策略(
Conduct of export marketing, Ce)與出口行銷績效(Performance of
export marketing, Pe)之關係進行整合性的研 究。 如何擴大
出口行銷以加速國際化係各界甚為關注之問題。國際行銷理論的學者強調
廠商應該盡可能擴大銷售規模(Scale)與銷售範圍(Scope)；國際競爭理論
學者強調廠商應該做好競爭定位，運用核心能力以強化競爭優勢；國際化
理論學者強調廠商應該慎選市場以及進入模式等。 上述理論之重
點在於廠商如何針對國際競爭環境(Structure,S)，採取適當的國際化策
略(Conduct, C)，以達到設定的績效目標(Performance, P)。本質上係以
整體廠商為出發點，而非針對出口行銷國際化解決問題。兩者間之涵意有
甚大的差異，有待研究釐清。 有鑑於此，本項研究以(1)個別產品
－市場行銷組合(product-market venture)為分析單位，替代傳統之廠商
觀點；(2)以權變理論之環境－策略－績效(S-C-P)為基礎，發展出出口行
銷環境－策略－績效之(Se-Ce-Pe)分析架構；(3)修改最新的線性結構分
析模型(Lisrel)，驗證Se-Ce-Pe操作模型之適度性。 研究結果顯
示，所構建之Se-Ce-Pe操作模型對出口行銷國際化之現象具相當的解釋能
力。並可據以歸納出下列學理以及實務觀點： (一)綜合出新的出口行銷
國際化學理：與前人的相關研究相較，此新學理強調之觀點為(1)係一涵
蓋出口行銷國際化之所有決策要素之最佳組合規劃(portfolio planning)
，而非單獨特定決策要素如標準化或推廣適應化之最適程度問題；(2)出
口行銷之競爭優勢來源應涵蓋廠商擁有之出口行銷國際化之核心資源能力
、出口行銷競爭定位優勢以及策略執行效率三部份。 (二)歸納出出
口行銷國際化之策略規劃與執行原則：廠商應該充份瞭解國際競爭環境情
勢，針對市場需求以及本身優勢，累積特定的核心能力，俾便審慎規劃並
有效執行其策略，以提高出口行銷優勢。 (三)依資源運用效率觀點，政
府應該廣泛借助電腦化系統，俾即時提供廠商更多套式與專業的服務，透
過有效率的互動過程，以全面加速出口行銷國際化。 此一領域應行
繼續研究之重點如下：(一)設法改善模型的適度性：本項論文發展出並加
以驗證之模型得到可接受的(acceptable)驗證結果，但非完美無缺。未來
研究應可分別針對Se-Ce-Pe架構之環境部份，以加強此架構不同環境下之
解釋能力。 (二)嘗試修正傳統S-C-P分析架構：Mason與Bain兩學者
在50年前提出此S-C-P學理。此學理是否仍適用當前複雜的國際競爭環境
以及大型企業的國際活動，實有待探究。或許P→C→S架構，意即績效目
標影響策略之選定，而藉策略之執行影響環境，可能更適合跨國企業出口
行銷國際化之研究。 (三)嘗試設計一套具體可行之出口行銷國際化分
析工具供實務界參考：Se-Ce-Pe之模型雖可操作化，但僅係理論上的價值
，實無法提供業界實際運用。如何結合電腦軟體設計、財務、行銷等專業
技巧，設計一套可供實務界使用之決策分析工具，以替代一般流行的矩陣
式概念分析工具，亦為有待努力克服的問題。

Dissertation AbstractGraduate Institute of Business
AdministrationNational Taiwan UniversityName: Wu-hwa Su (Mr.)
Advisors: Prof. Chih-Kang Wang Date: June 1997
Prof. Clement C. L. Wea Export Marketing
Strategy-Performance Relationship: An Empirical
Investigation into Taiwan's Firms A firm's strategic
behaviors in terms of export marketing estrategy can be
explained through international marketing,competition,
internationalization and contingency theories.However, these
theories are neither concentrated on exploring the process of
export marketing strategy, nor do they give us a complete
explanation of a firm's export marketing behavior. Forthis
reason, this dissertation concentrates on extracting
coreconcepts of the relevant theories, and applying a product-
marketventure as the unit of analysis to establish a research
framework and empirical model; and then conceptualizes the
empirical findings into what I term "the new theory of export
marketing internationalization." In contrast to other
theoretical explanations, this integrative theory focuses on
explaining corporate behavior as follows: 1. Firms engages in
a continual internationalization process through export
marketing, whatever the extent of their involvement in foreign
investment; as a result, firms take simultaneous actions
constantly with the aim of expanding their sales to different
foreign markets. 2. While firms continue their
internationalization process through export marketing, they
should choose a portfolio planning to export marketing
management. The portfolio planning approach can encompass
alldecision factors within the framework of export marketing
structure-conduct-performance(referred to hereafter Se-Ce-Pe),
so it endures that strategic decisions will bewhole, consistent,
balanced and that they will achieve an interactive fit at all
times. 3. Firms rationally strive to build their
competitiveadvantages in export marketing. They attempt to
accumulate their core competence, strengthen their positional
advantages and improve their operational efficiency; at the same
time, they should remember to enhance these three sources of
advantage through the re-enforcement process. Empirical
findings imply that firms should observe the following
principles: 1. ensuring a fuller understanding of interplay of
internal and external factors, and responding to them through
portfolio planning; 2. establishing a systematic process to
accumulate core assets in strategic formulation and
implementation; 3. seeking out both packaged and professional
services offered by government; 4. employing international
financing to accelerate the process of export marketing
internationalization. This research also concludes that research
agenda for the theory should be as follows: 1. making
comparative analysis by carrying out empiricalinvestigation of
different industries and representativemultinationals; 2.
investigating the recursive relationship between exportmarketing
performance and export marketing, and the resultant changes in
industrial structure; 3. designing a Se-Ce-pe-based analytical
tool. Overall, this dissertation conceptualizes corporate
behavior in regard to export marketing internationalization, and
models the relationship of strategy and performance in export
marketing.