인문학
사회과학
자연과학
공학
의약학
농수해양학
예술체육학
복합학
DBpia AI
AI 에이전트
AI 아이디어
AI 리더
AI 뷰어
Citeasy
크롬 서지관리 다운로드
개인구독
소속 기관이 없으신 경우, 개인 정기구독을 하시면 저렴하게
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지원사업
학술연구/단체지원/교육 등 연구자 활동을 지속하도록 DBpia가 지원하고 있어요.
커뮤니티
연구자들이 자신의 연구와 전문성을 널리 알리고, 새로운 협력의 기회를 만들 수 있는 네트워킹 공간이에요.
초록· 키워드
This paper has analysed the success story of Haier's globalisation strategies focusing on the 4p marketing concepts, market entry modes, localization strategy, Haier's penetration strategy in Korean market, and implications.
Haier has its divisions in 165 countries, 96 product lines, and 15,100 articles. Haier has achieved significant prosperity and success over the past 22 years. The globalisation strategy of Haier, however, is limited to several factors, including lacks of brand power, R&D capacity, product innovation and diversification, and international business experiences and marketing strategies. To achieve the globalisation, Haier needs the global marketing and brand building strategies with an aim to achieve global recognition and sustainable development.
In the case of the Korean market, Haier mainly enters the nich-market with low priced products, such as small-sized refrigerators and wine-bars. Even though the company at present seems to be not very competitive in the Korean market, its future is bright if the firm actively engages in M&A to learn new technologies.
상세정보 수정요청해당 페이지 내 제목·저자·목차·페이지Haier has its divisions in 165 countries, 96 product lines, and 15,100 articles. Haier has achieved significant prosperity and success over the past 22 years. The globalisation strategy of Haier, however, is limited to several factors, including lacks of brand power, R&D capacity, product innovation and diversification, and international business experiences and marketing strategies. To achieve the globalisation, Haier needs the global marketing and brand building strategies with an aim to achieve global recognition and sustainable development.
In the case of the Korean market, Haier mainly enters the nich-market with low priced products, such as small-sized refrigerators and wine-bars. Even though the company at present seems to be not very competitive in the Korean market, its future is bright if the firm actively engages in M&A to learn new technologies.
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목차
- Ⅰ. 서론
- Ⅱ. 하이얼의 국제마케팅전략
- Ⅲ. 하이얼의 해외시장진입전략 및 현지화전략
- Ⅳ. 하이얼의 한국시장 진출과 전략
- Ⅴ. 하이얼 글로벌화의 시사점
- Ⅵ. 결론
- 참고문헌
- ABSTRACT
참고문헌
참고문헌 신청최근 본 자료
UCI(KEPA) : I410-ECN-0101-2010-326-002862680
