由於全球化趨勢的增強，跨國企業(MNCs)紛紛積極在海外發展事業。日 本Avex是第一家在臺灣以銷售日韓流行音樂影音商品爲主的公司，擁有最多 高知名度的日韓藝人，迅速成功的在臺灣市場脱穎而出。令人好奇的是：Avex 的成功是因爲其行銷組合成功？或是臺灣的消費者有高度的跨文化認同使 然是否臺灣消費者的偶像崇拜心理增強了行銷組合的力道？我們以大高雄 及網路平台的Avex消費者進行驗證性的研究。結果發現，Avex的整體行銷 組合是很令消費者滿意，但在促銷上則尚須加強。同時「偶像崇拜」及「跨文化認同」也都增強了 Avex流行音樂整體行銷的績效；不過在個別的行銷組 合構面上卻都沒有顯著的增強效果，値得再檢討改進。這些發現可做爲跨國 行銷研究的參考，以及Avex、流行音樂影音商品業者、MNCs要制定行銷組 合以提升消費者滿意度時的參考。

Globalization forces firms to compete in international market. Avex, a Japanese MNC which majorly sells eastern Asia audio and video products, has a great success in Taiwan popular music market by employing lots of famous singers. Why Avex has that great performance? Is their marketing mix make it happen? And what the roles the consumers’ idolatry and cross-cultural identity play? This research employs consumers in Kaohsiung area and Internet platforms to examine these research questions. The results show that Avex's marketing mix indeed can promote consumers’ satisfaction. Furthermore, consumers’ idolatry and cross-cultural identity both can enhance the above effect. But the respective aspect of Avex's marketing mix has not the same influence. The findings provide implications to both academic research and managerial practices.