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论文作者:留学生论文论文属性:案例分析 Case Study登出时间:2011-03-01编辑:anterran点击率:4643
论文字数:46368论文编号:org201103011112491414语种:英语 English地区:韩国价格:$ 66
关键词:China-entry strategyinternational marketingstardizationlocalizationKorean and Japanese electronics enterprisesFPD TV marketLCDPDPmarket share
ABSTRACT
A study on the strategy of Korean and Japanese multinational electronics enterprises into the Chinese FPD TV market
Dept. of Business Administration
The Graduate School
Yonsei University
The Chinese market is becoming the core market of global enterprises
代写留学生论文which aim to enlarge their business, and is growing its influence. This
phenomenon draws attention from many researchers and enterprisers who
are interested in running business in China.
This study is concerned with strategies of multinational enterprises into
Chinese FPD TV market, based on 6 enterprises, which have successfully
entered the Chinese market, such as Samsung, LG, Sony, Sharp, Panasonic
and Hitachi.The theoretical approaches for globalization by those enterprises that aretreated with the initial strategies for globalization, concept and features, andfurthermore international Marketing, standardization strategies andlocalization strategies of multinational enterprises are described. Theconcept and features are explained by similarities and differences of the enterprises on study.
The theoretical background for the analysis of the environment and
structure of the Chinese FPD TV market is suggested for the studies of
international marketing and marketing strategies. The product strategy andplace strategy are mainly treated as being considered more important thanothers among marketing 4P factors in order to obtain competitive bases.Besides, this study explains how Korean and Japanese enterprises respondto the local conditions of the Chinese FPD TV market by using
standardization and localization strategies, and analyzes similarities anddifferences of the 6 enterprises.
And also, the Chinese FPD market is studied with regard to political,
economical, social, and technological aspects.
With the support of Chinese government, rapid economic development, and
social changes, the increasing demand and the technology evolution will
equip the Chinese FPD market with further developing potentials. It is
predicted how the level of consumption would change according the aspecets
above.
In this aspect, recent data (2003-2007) of GfK was used in the analysis
for the structure of the Chinese FPD TV market from the aspect of the local
market, product market, price market, brand market, and distribution market.
(1) The structure of the local market is segmented into 4 regions. The east
coast region is regarded as the most important domestic market, and
expected to be the most competitive area for multinational enterprises.
(2) The structure of the FPD product market is divided into the LCD TV and
PDP TV. The LCD TV market has grown faster than that of the PDP TV.
- 80 -
Especially, the demand for large-sized LCD TV has increased rapidly.
(3) In the structure of the price market, the FPD has faced a sharp fall in
price, and the price gap between LCD TV and PDP TV also has been
significantly reduced.
(4) In the structure of the brand market, China, Korea and Japan are leading
in the FPD TV market, and Korea and Japan became more competitive in the
Chinese market.
(5) In the structure of the distribution market, the indirect distribution is
most common and influential in Chinese electronic market. Advantages and
disadvantages of the distribution method are presented.
From the achievements of market share and average sale price, which
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