中國市場近年來成為全球關注的焦點，許多外資看好中國未來的發展性及受其市場吸引力的影響，紛紛蜂擁而至欲搶占中國的商機。而過去許多文獻都專注於探討國際化擴張對於績效的影響，也曾針對在國際擴張中的「區域性」策略作討論。本研究欲將企業的國際化擴張版圖聚焦在中國市場，探討其區域內(Intra)與區域間(Inter)的地理多樣性擴張策略對績效的影響，並找到採取不同策略之下公司所應具備的關鍵能力。
實證結果顯示，在中國的區域性擴張策略中，第一、區域內的地理多樣性擴張程度對績效影響為顯著的U型曲線關係；第二、區域間的地理多樣性擴張程度對績效影響為顯著的負向線性關係；第三、行銷能力顯著正向調節區域內的地理多樣性策略對績效的影響；第四、研發能力顯著正向調節區域間的地理多樣性策略對績效的影響；第五、公司能力(行銷、管理、研發)對績效影響皆呈現S形的曲線關係。

Recently, market of China has become the focus in the world. Lots of foreign businesses are looking forward to the development of China market in the future, so they have thronged to China in order to seize business opportunity. However, most of literatures focused on the study of the influence of internationalization on firm performance, and also on the study of intra- and inter-regional geographic diversification strategies. But they all focus on the whole world as market. So this study limits the expansion market into China, and researches in the topic of regional geographic diversification and to find the key capabilities firm should possess.
The mainly empirical findings are as follows: in the strategy of regional geographic diversification in China 1). There is an “U” shape relationship between the degree of intra- regional geographic diversification and firm performance. 2). More inter - regional geographic diversification will be negatively correlated with firm performance. 3). There is a moderating effect of marketing capability on the relationship between intra- regional diversification and firm performance. 4). There is a moderating effect of R&D capability on the relationship between inter- regional diversification and firm performance. 5). There are “S” shape relationship between firm capabilities (Marketing, Management, and R&D) and firm performance.

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