다국적기업의 중국시장 진출전략과 성과
0
조회
0
다운로드
0
인용
0
참고문헌
초록
Abstract
Comparing with the strategies adopted by the multinational corporations (MNCs) entering China, this study analyzes a successful entry into the Chinese market by Hankook Tire Co.Ltd, which ranks the ninth in the globalmarket share but the first in Chinese market.As the Chinese market now becomes the competitive arena for MNCs, MNCs have implemented the china location, marketing, localization and R&D in order to win in the market. Based on its technological capabilities which have been evaluated in the global market, Hankook Tire Co.Ltd also established the competitive strategies adapted to the local markets. It gained competitive advantages in the Chinese market through the popular brand image, the high quality, the moderate price, and the localized products and personnel. The success of Hankook Tire Co.Ltd in the Chinese market is attributed not only to following the entering process and strategy by MNCs that currently achieve favorable performance in China, but also to gaining the competitive advantage by successfully combining the local conditions and its core competence.
참고문헌 (20)
- 김용준, "CHINA MARKETING" (2006), 박영사
- 김익수, "후속투자시 한국기업의 대중 투자행태 변화에 관한 연구", 29(2) (2000)
- 김혜진, "다국적기업과 한국기업의 중국 내 연구개발(R&D) 활동 비교 분석", 34집 (2005)
- 오마에 겐이치, "차이나 임팩트" (2002), 청림출판사
- 최순규, "한국 다국적기업의 모회사 노하우 해외이전에 대한 탐색적 연구", 14(1) (2003)
- 한충민, "중국시장에서의 마케팅전략-성과에 관한 탐색적 연구", 15(2) (2000)
- (주)한국타이어, "韓泰輪胎有限公司2005-2006公司介紹" (2005)
- (주)한국타이어, "China Jiaxing Plant Visit" (2004)
- TNS 中國, "輪胎市場調(타이어시장 조사)" (2004)
- (주)한국타이어, "중장기 To-Be" (2004)
- "타이어의 최적화,매직트라이앵글을 찾아라-(주)한국타이어 세계진출기" (2004), KBS 신화창조의 비밀
- 劉軍, "跨國公司對中國直接投資區位選擇戰略的比較究", 3期 (2004)
- 邱立成, "跨國公司進入中國市場模式及影響因素分析", 4期 (2003)
- 車韋, "跨國公司在中國的新動向經營本土化" (2002)
- 楊世彬, "跨國公司進占中國市場的策略初探", 十期 (1996)
- 李潔, "跨國公司在中國R&D投資區位選擇的實證分析", 316期 (2005)
- 張誠, "跨國公司在華技術策略及其影響", 9期 (2003)
- 張文忠, "跨國企業投資的區位行爲與企業空間組織聯系特征", 20 (2000)
- 中國科技發展戰略究小組, "2003中國區域創新能力報告" (2004), 經濟管理出版社
- 한충민, "동원증권기업분석-(주)금호타이어" (2005)