本研究以知名手遊公司A為研究對象，旨在探討手遊企業於推動國際化過程中，透過觀察企業標準化與在地化策略的選擇與執行模式，了解手遊企業在進行國際化時所採用之模式為何，並同時關注企業如何在全球擴張下，於產品與行銷策略上因應不同市場環境進行調整或維持一致性。

本研究採用個案研究法，並透過對A公司兩位內部主管進行深度訪談，以了解其在標準化與在地化策略選擇上的實務經驗與決策邏輯。為提升資料的完整性與可信度，亦輔以次級資料進行交叉驗證，進一步補足企業實際策略的操作細節，藉此勾勒其整體國際化佈局思維。

在理論基礎方面，依據Theodosiouc與Leonidou（2003）所提出之標準化與在地化影響因素理論，建構分析架構，進一步探究企業策略形成的背景與執行方式，並根據Bartlett與Ghoshal（1989）提出之四種國際化策略，了解手遊公司所採取之模式為何。綜上，本研究期望藉由個案實證與理論應用的結合，深入揭示手遊產業在面對不同國際市場時，其所應對之方法為何。

This study takes a well-known mobile game company, referred to as Company A, as the focal case to explore how game enterprises implement internationalization strategies, with particular emphasis on their choices and execution of standardization and localization strategies. The research aims to examine the strategic patterns adopted by mobile game companies during global expansion, and to understand how firms adjust or maintain consistency in their product and marketing strategies across diverse market environments.
A case study methodology is employed, supported by in-depth interviews with two internal managers at Company A to gain insights into the practical experiences and decision-making logic behind their strategic choices. To enhance the completeness and credibility of the data, secondary sources are also incorporated to triangulate findings and supplement operational details regarding the company’s actual strategy implementation. This approach facilitates a comprehensive understanding of the company’s internationalization logic and structure.
The theoretical framework is based on the influential model proposed by Theodosiou and Leonidou (2003) regarding the antecedents influencing standardization and localization decisions. In addition, the analysis draws upon Bartlett and Ghoshal (1989) typology of international strategies to identify the strategic orientation adopted by the mobile game company. Through the integration of case evidence and theoretical perspectives, this research seeks to uncover how companies in the mobile gaming industry respond to different international market contexts and strategically navigate the tensions between global integration and local responsiveness.

一、中文部分
（一）期刊

1.胡榜琪、梅燕，2022。〈跨境電商企業出海的經驗探析——以冬海集團為例〉。電子商務通訊，第十一卷三期：1-8。

二、英文部分
（一）書籍

1. Bartlett, C. A., & Ghoshal, S. (1989). Managing across borders: The transnational solution. Harvard Business School Press.
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（二）期刊

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（三）商業文章

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