依據美國調查公司CSM Worldwide發表的報告顯示，預計2006年中國汽車産量將超過德國居全球第3位，2008年汽車産量將超過600萬輛，2015年超過日本居全球第2位，因此隨著中國大陸經濟的改革開放，大量外資與技術湧入了中國大陸汽車工業。台灣汽車業者也因中國大陸經濟快速成長所累積的內需市場規模，以及因13億人口所構築的無限想像空間，紛紛進入大陸投資設廠。
　　本研究主要探索台灣汽車產業在不同的進入模式下行銷策略與經營績效之關連，探討(1)台灣汽車產業企業特性在大陸市場進入模式、行銷策略及經營績效構面間的影響，(2)行銷策略與經營績效的影響性與相關性，(3) 大陸市場進入模式對「行銷策略--經營績效關連」之影響，並以在大陸進行投資經營的台灣汽車產業為實證對象。
實證結果顯示，(1)企業特性在整體構面的影響性而言，公司資本額與產業類別有顯著影響經營績效與行銷策略。其中公司資本額龐大者其經營績效有顯著高於資本額小的公司，專業類的汽車產業其經營績效顯著低於其他類別的汽車產業。另在大陸市場進入模式中，資本額低的公司較資本額高的公司擁有較高的控制能力。(2) 促銷策略在行銷績效與財務績效有顯著影響性，也就是當汽車產業的行銷策略偏重促銷策略時，其經營績效會愈佳。(3) 一般控制進入模式與促銷策略或價格策略有交互作用項存在，所以一般控制進入模式與行銷策略的交互作用對行銷績效有部份影響。另無論是一般控制進入模式或高度控制進入模式，促銷策略對財務績效皆有正向相關性。促銷策略愈高財務績效愈高，促銷策略愈低其財務績效愈低。最後，研究者對實證結果在學術及實務上的意涵及後續研究作一些討論及建議。

　　China is forecasted to surpass German become the 3rd largest vehicle producing country in the world in 2006, according to the report of an American research company CSW. The production volume of China will exceed 6 million in 2008. And, it will outshine Japan, take the second place in the world in 2015. With the opening of market and reforming of policy, foreign capital and technology crowd into Mainland China auto industry. Attracted by Chinese rapid growth of demand, Taiwan automakers march into China with the unlimited imagination originating from the huge population of 1.3 billion.
　　The purpose of this research is to explore the relation in between marketing strategy and management performance under different entry mode, including 1. the influence of the characteristic of Taiwanese enterprises on all aspects of the mode of entering China market, marketing strategy as well as management performance, 2. influence and relation between marketing strategy and management performance. 3. influence of entry mode on “the relation between market strategy and management performance”, adopting the Taiwanese auto manufacturers who investing in China as examples.
　　The findings of this research are, 1.as for the influence of enterprise characteristic in overall, capital scale and industry category distinctly affects the management performance and marketing strategy. The management performance of a larger capital scale is apparently superior to the smaller one, and the one in specialized field is worse then others. Besides, the company with lower capital possesses higher control power than the one with higher capital. 2. marketing strategy distinctly affects the performance in marketing and finance. In other words, a company emphasizes more promotion in market will have better management performance. 3. There are interaction between promotion strategy and pricing strategy in Normal Control Entry Mode. Therefore, there are some partial impacts of interaction of entry mode and marketing strategy on marketing performance. Besides, no matter in normal entry mode or high control entry mode, promotion strategy has positive relation to finance performance. The better promotion strategy, the better finance performance, and worse strategy, the worse performance. At the end, the researcher stated his opinion about the meaning of the verification results in academic and practice as well as some suggestion for following research.

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