近年來，隨著產業數位轉型與政府相關政策推動的成果，台灣文化創意產業相較前幾年相比有成長的趨勢，顯示文化創意產業對於台灣的國家經濟具有相當的貢獻。也因為全球經濟相互整合，不僅是中大型企業，許多中小企業也進而想將市場版圖擴展到海外，創造更多的收益。此篇論文將利用質性研究，與企業海外營運部高層進行訪談，以台灣阿原肥皂為例，探討在文創產業中的中小企業，當他們要國際化時所會面臨到的國外市場進入模式選擇，海外市場夥伴的選擇條件，以及在國際市場中要如何推廣及保有自己的品牌特色。本篇論文的研究結果將可提供其他文創產業中小企業在考慮進入國際市場，國際化時的一個經驗與施行方針。

With the achievements of the digital transformation and the promotion of relevant governmental policies, cultural and creative industries in Taiwan have been prosperous and expanding in international markets, contributing to a growing part of Taiwan's national economy. Due to global economic integration, other than medium and large multinational enterprises, increasing small and medium-sized enterprises (SMEs) have been actively engaging in internationalization and expanding their market territory overseas to create more revenue. By the qualitative research (i.e., in-depth interview) with top management of Taiwan Yuan Soap, this dissertation uncovers the foreign entry mode choices, foreign partner selection, and the international branding challenges that are typically faced by SMEs. The research findings provide both theoretical and managerial implications for SMEs in cultural and creative industries.

論文審定書 i
摘 要 ii
Abstract iii
Table of Contents iv
List of Tables v
Chapter 1: Introduction 1
1.1 Research Background 1
1.2 Research Gap 2
1.3 Research Purpose 2
1.4 Research Procedure 3
Chapter 2 Literature Review 5
2.1 Foreign Entry Mode 5
2.2 International Strategic Alliance (ISA) 6
2.3 Partner Selection Criteria 7
2.4 International Branding 9
Chapter 3 Research Methodology 13
3.1 Research Design 13
3.2 Data Collection Strategy 13
3.3 Data Analysis Strategy 15
Chapter 4 Research Findings 16
4.1 Yuan’s Foreign Entry Mode 16
4.2 Yuan’s 4 Main Partner Selection Criteria 18
4.3 Yuan’s Actual Difficulties When Internationalized. 19
Chapter 5 Discussion and Conclusion 22
5.1 Theoretical and Managerial Implication 22
5.2 Limitations and suggestions for future research 23
References 25
Appendix- Verbatim Text from Interviewees 28

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