本論文旨在分析給台灣欲前進越南投資者之可行的市場行銷策略。
自2006年迄今，台灣為越南之最大宗海外直接投資者之一，然高居此位勢必與投資成功有關，而背後須有完整的市場行銷策略，文中藉由概覽越南經濟、社會、文化和政策，針對欲至越南投資之台灣個人與企業提供在行銷方面的實質建議。

The main objective of this thesis is to analyze marketing strategy for Taiwan New Entrants who want to entry into the Vietnam market since Taiwan has been one of the largest source of foreign direct investment in Vietnam since 2006 until now.
This paper reviews the Vietnamese economy, society, culture, and policies towards foreign investment to inform Taiwan new entrants who considering to invest in Vietnam, and to provide some practical advice.

ABSTRACT i
ACKNOWLEDGEMENTS iii
TABLE OF CONTENTS iv
LIST OF TABLES v
LIST OF FIGURES vi
CHAPTER 1: INTRODUCTION 1
CHAPTER 2: COUNTRY BACKGROUND 2
2.1 Economic factor 2
2.2 Political factors - attitude toward foreign direct investment 8
2.3 Socio-cultural factors 9
CHAPTER 3: LITERATURE REVIEW 11
3.1 Vietnam – Taiwan relation 11
3.2 Vietnam-Taiwan investment cooperation 12
3.3 Vietnamese attitude towards foreign businesses and investment 16
3.3.1 Vietnam’s international integration achievements 16
3.3.2 Industrial promotion 17
3.3.3 Influence of Vietnam Cultural on FDI 19
CHAPTER 4: OPPORTUNITIES AND CHALLENGES FOR NEW INVESTORS 20
4.1 Vietnam business culture 20
4.2 Vietnam tax incentive policy 23
4.3 Opportunities and challenges 24
CHAPTER 5: MANAGING BUSINESSES IN VIETNAM AND SUGGESTIONS 27
5.1 Case company’s analysis - Toyota Motor Vietnam 27
5.1.1 Company Introduction 27
5.1.2 Achievements 28
5.1.3 Human resource development 29
5.1.4 Development and production 30
5.1.5 Limitations and solutions 31
5.2 Suggestions 32
CHAPTER 6: CONCLUSION 33
References: 35
APPENDIX: 37

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