近年來，新興經濟體-中國大陸興起，全球各國皆視其為國際擴張的目標，而台灣也不例外。在90年代以前，台灣的經貿伙伴主要是以美、日為主。但是隨著大陸政治改革及兩岸經貿交流日益開放，已經吸引了大量台商前往大陸投資。從1983年至今，台灣對大陸除了貿易依存度愈來愈高之外，平均每件投資金額也有逐年上升的趨勢。
既然進軍大陸顯然已成為未來的趨勢，因此如何選擇適當的擴張策略則成為重要的議題。但是由於新興市場環境相較於已發展國家，是相對不成熟及不完整的，故本研究採用更適於新興經濟體的制度理論(Institutional theory)來做討論。本研究以制度面與公司獨特能力面，來探討其對123家台灣企業選擇多點展店策略的影響，此部分採用羅吉斯迴歸方法驗證之；此外，輔以迴歸方法討論多點展店策略與企業績效間的關係。
從研究結果發現，當台灣企業與中國民族關係越深時，越傾向選擇多點展店策略；當台灣企業學習力越強時，越傾向選擇多點展店策略，而且多點展店策略與企業績效間，的確呈現顯著正相關。但是法律規則完善性及企業研發能力兩者，雖然與多點展店策略選擇呈現正相關，但是卻沒有顯著表現。

In recent years, because China has flourished, lots of countries, including Taiwan, considered China a target market for international expansion. Before 1990, the main economic and trade partner of Taiwan were America and Japan. However, because the cultural and trade interflow between Taiwan and China have been more open, China has attracted large investments from the Taiwan firms from 1983 to nowadays.
As it is a future trend for the business entering China, it’s an important issue about how to choose a suitable expansion strategy. Relative to the developed countries, the emerging economies are immature and incomplete. Therefore, the study discusses the topic by using Institutional Theory which is more appropriate for the emerging economies. Besides, the research uses the logistic regression and regression to test the 123 Taiwan firms.
From the result of the research, we find that besides choosing the multipoint expansion strategy owing to the better Chinese ethnic ties with Taiwan firms, so does the stronger learning ability of Taiwan firms. Furthermore, the relationship between the multipoint expansion strategy and the performances is significantly positive.

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