本論文是以中國消費市場內的外資企業之先行者優勢(first-mover advantages)為研究對象。而本論文的焦點放在中國消費市場中的自用車市場。因為中國自用車市場是外資企業以先行者（first-mover）身份進入中國市場，但是到現在（2004年）還能維持最高市場占有率的唯一例子。而本論文的研究課題為以下2點。 1.「屬於先行者的Volkswagen，從進入中國市場後，直到現在都還能維持市場最高占有率的原因是什麼？」 2.「後進入外資企業今後能夠贏過先行進入的外資企業，逆轉市場局勢嗎？」以及「中國企業是否能像在其他產業一樣，打敗外資贏得市場呢？」 利用先行者優勢與產業組織論（Industrial Organization）之理論，分析了以上的課題，得到的結論為下。 1. Volkswagen的成功因素幾乎都是來自中國市場的特異性。 2. 加盟WTO後，中國市場的特異性將逐漸消失，使得VW的優勢正在減弱中。因此後進入外資在不久的將來很有可能可以取代VW的地位。 3. 由於自用車產業的產品組裝模組化很困難，因此中國企業想要勝過外資企業贏得市場的可能性非常地低。 This thesis aims to study the first-mover-advantages of foreign-affiliated companies in Chinese consumer market. In Chinese consumer market, car market is especially focused. The reason is that it is the only case for first-mover of foreign companies to have been keeping the highest share in the market since entry till 2004. Therefore, the main purpose of this thesis is in order to examine two points listed below. (1) What are the factors which Volkswagen, first mover, maintained the highest market share since entry till now? (2) In the future, whether or not foreign-affiliated companies which enter the market late have a possibility to beat those which have already entered the market. Appling first-mover-advantages and Industrial Organization theories, following results are retrieved. 1. Most of the factors which Volkswagen could make success are rooted from idiosyncrasies Chinese market. 2. After China entered the WTO, the idiosyncrasies of Chinese market are disappearing, and the advantages of Volkswagen become less. Therefore, what the chance that foreign capital entering market late would beat Volkswagen is exceptionally feasible from now. 3. It is difficult for car industries to modulate their product assembly; therefore, it is hardly feasible for Chinese companies to beat foreign-affiliated companies.