這篇論文探討了X公司進入泰國內衣市場的可行性，並基於對泰國內外部因素的綜合分析，制定了市場開發策略。研究開始強調了內衣行業的競爭性，這為企業帶來了挑戰和機遇。主要問題在於技術勞動的短缺，造成了台灣內衣製造業活動的衰退。為了解決這個問題，該研究旨在評估X 公司進入泰國市場的可行性，並制定市場開發策略。
本研究採用了SWOT分析、波特五力模型、PESTEL分析和Hofstede’s CulturalDimension等方法再加上通過訪談獲取的主要數據，這些數據為研究結構提供了寶貴的見解。研究發現泰國市場存在幾個有利於X公司的機會，例如貿易協定和政府激勵措施、良好的投資環境、基礎設施投資帶來的分銷能力提升以及與當地製造商的潛在合作。然而，還必須考慮政治不穩定、貨幣波動、當地立法複雜性以及與當地製造商的競爭等挑戰。總體來說，本研究提供了X公司進入泰國內衣市場的可行性洞察，並提供了有價值的市場開發建議。

This thesis examines the feasibility of Company X's entry into the Thai underwear market and formulates market development strategies based on a comprehensive analysis of internal and external factors in Thailand. The study begins by highlighting the dynamic and competitive nature of the underwear industry, which presents both challenges and opportunities for businesses. The primary problem identified is the decline in underwear manufacturing activities in Taiwan, resulting from a shortage of skilled workforce in the industry. To address this problem, the research aims to evaluate the feasibility of Company X's expansion into the Thai market and develop strategies for market development.

The methodology employed in this study includes SWOT analysis, Porter's Five Forces framework, PESTEL analysis, and Hofstede's Cultural Dimension. Primary data is obtained through interviews, which provide valuable insights to support the research structure. The findings reveal several opportunities in the Thai market that can benefit Company X, such as trade agreements and government incentives, a favorable investment climate, improved distribution capabilities through infrastructure investments, and potential collaborations with local manufacturers. However, challenges such as political instability, currency fluctuations, local legislative complexities, and competition with local manufacturers must also be considered. Overall, this study provides insights into the feasibility of Company X's entry into the Thai underwear market and offers valuable recommendations for successful market development.

Thesis Validation Letter i
Acknowledgement ii
中文摘要 iii
Abstract iv
List of Figures vii
List of Tables viii
Chapter 1. Introduction 1
1.1 Background 1
1.2 Motivation and Objective 2
1.3 Expected Implication 3
Chapter 2. Literature Review 4
2.1 International Business Market Environment 5
2.1.1 The concept of International Business Market Environment 5
2.1.2 PESTEL Analysis & Hofstede’s Cultural Dimension 5
2.2 International Market Entry Mode 8
2.3 SWOT Analysis & Porter’s 5 Forces Analysis 10
Chapter 3. Research Methodology 12
3.1 Research Design 12
3.2 Case Selection and Interviewees' Background 12
3.2.1 Case Selection 12
3.2.2 Interviewees’ Background 13
3.3 Data Collection 16
3.4 Questions Design and Analysis Process 18
Chapter 4 Case Study- Company X in Thailand Market 20
4.1. National Analysis 20
4.1.1. Overview of Thailand 20
4.1.2. Thailand and Taiwan Trade Relation 33
4.2 Industry Analysis 36
4.2.1 Overview of the Underwear Industry 36
4.2.2 Underwear Industry in Taiwan 40
4.2.3 Underwear Industry in Thailand 46
4.3. Company Analysis 53
4.3.1 Executive Summary 53
4.3.2 SWOT Analysis 55
4.3.3. Market Entry Mode 63
Chapter 5 Conclusion, Implication, and Limitation 68
References 72
Appendix 76

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