網絡關係對於企業進入新市場的過程扮演重要角色,企業與夥伴間發展長期 的合作關係且彼此信賴,互享彼此各別的資源並創造共同競爭優勢。市場環境競 爭激烈,企業必須持續創新且不斷調整營運策略才能永續發展。市場自由化與科 技的日新月異的驅使下,台灣本土中小型企業除了改善內部的能力限制外,亦必 須突破傳統思維,形成一套有效且積極的跨國行銷模式與網絡關係,達到企業國 際化效益成長的結果。本研究目的主要是瞭解中小型企業在資源有限的前提,透 過策略與管理提升網絡關係,且進一步在出口績效創造更好的表現。
本研究採取量化研究並進行樣本收集,依行政院主計處的行業分類標準,問 卷測試對象排除非營利組織機構外並不設限產業類別,發放條件限縮於總部設立 在台灣同時已經具備出口能力或已從事跨國行銷事業的台灣本土中小企業進行調 查與研究,問卷填答者身份以該企業之中階以上主管職級或負責人為主要對象。 總計發放 400 份問卷,有效回收問卷 151 份,有效回收率為 37.75%,問卷發放期 間由 2015 年 7 月 18 日至 於 2015 年 7 月 31 日止。
本研究採用 SPSS 20.0 和 AMOS 21.0 統計軟體分析,使用敘述性統計、效 度分析、信度分析以及結構模型分析等方法進行樣本分析與假說驗證。研究結果 發現:(1)網路應用對出口障礙之負向影響不成立;(2)網路應用對市場導向有正 向影響;(3)網路應用對網絡關係之正向影響不成立;(4)市場導向對網絡關係有 正向影響(5)出口障礙對出口績效之負向影響不成立; (6)網絡關係對出口績效有 正向影響。

Networking plays an important role to the firms that intend to enter a new market. The core concept of networking is to establish reliable and loyal relationships with our partners, and continuously co-develop competitiveness by sharing resources among parties. This is not only a crucial factor that the small and medium-size enterprises (SMEs) in Taiwan have to realize but also a strategic approach they need to implement in order to benefit all associated parties in the international cooperation and exporting activities, particularly in these days of rapid technological change. The purpose of this study is to verify whether a focused market strategy and technical communication tools enhance networking capability for Taiwanese SMEs so that SMEs can furthermore consolidate the finite resources from partners and reinforce the export performance.
This is a quantitative study, and samples are collected from SMEs founded in Taiwan, engaged with and experienced in export activities. Apart from those non-profit organizations, samples are not limited to any particular industries. The middle management level and above, including the CEO of the firm, are considered as the proper respondents to the questionnaire for this study. A total of 400 questionnaires were issued and released on July-18-2015, and 151 copies were received and filed as valid data before the target deadline, July-31-2015. The effective rate of the data collection reached 37.35%. Valid data was processed and analyzed by SPSS 20.0 and AMOS 21.0 referring to descriptive statistics, validity analysis, reliability analysis, and structural model analysis for the examination of the proposed hypotheses.
The analysis resulted in (1) the negative relationship between internet and export performance was not significantly supported; (2) internet is positively related to market orientation; (3) no significant influence is found from internet to networking; (4) market orientation is positively related to networking; (5) no significant influence is found to the negative correlation between export barrier and export performance; (6) networking is positively related to export performance.

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