隨著世界局勢的轉變，全球市場的貿易體制漸漸形成。面對未來的經濟環

境，台灣廠商無法置身於國際化的趨勢之外，勢必走入國際市場，持續國

際化的發展。因之，本研究以國際化階段論的角度，依廠商出口銷售額佔

總銷售額比率及對外直接投資活動為基礎，將廠商國際化過程劃分為五階

段，探討影響廠商出口比率的因素，及各因素對不同階段廠商的影響程度

，其次探討各階段廠商在國際行銷活動上的差異及所面臨的障礙，所需協

助是否有所不同。本研究以問卷調查法為主，台灣製造業廠商為研究對象

，重要結論如下：一、影響所有廠商出口比率的重要因素為：廠商規模、

設立專責部門、產業出口傾向及對外直接投資；若僅針對出口及對外直接

投資廠商的分析則為：廠商規模、國外事物接觸能力、出口政策明確程度

及產業出口傾向等因素。二、各因素對不同階段廠商的影響程度不同，在

低度出口及中度出口階段，設立專責部門及出口政策明確程度兩者對國際

化有正面的影響；中度出口與高度出口階段，出口活動目標及國外事物接

觸能力影響較大；在高度出口及對外直接投資階段間，廠商規模、國外事

物接觸頻率兩者有正向的影響，而出口政策明確程度則成反向影響。三、

不同階段廠商所採取的國際行銷活動有差異。在海外市場研究、產品選擇

、產品線廣度、產品修正程度及國際廣告活動等，國際化後期廠商的涉入

程度明顯較國際化前期廠商為高。四、不同階段廠商所面臨的障礙有顯著

的差異。國際化前期廠商受出口知識不足及資源不足等障礙的影響較大，

後期廠商除出口知識及經驗不足的問題外，外部環境的變化如匯率變動及

國外市場競爭激烈等，亦為國際化過程中所需克服的重要障礙。五、不同

階段廠商所需協助並無顯著差異。各廠商所需較重要的協助皆為出口相關

資訊的提供及分析，以及出口融資的協助 。研究結果中明顯得知，各階

段廠商是有差異的，國際化階段理論實為一分析台灣廠商國際化過程的可

行途徑，建議廠商及政府可依此思考未來的方向，而有關國際化的後續研

究亦可依循此一分析途徑做更深入的探討。

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