好丽友公司典型产品进入中国市场的案例分析

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¡fMˆˆUM¬å'fº‡T©å2011t12CaseStudyinOrionCompanysTypicalProductEnterintoChinaMarketCandidateNameChoiJinYoungSchoolorDepartment:ManagementandEconomicsFacultyMentor:LecturerHuaZhongChair,ThesisCommeeteeProf.CunjinLiDegreeApplied:MasterofManagementMajorBusinessManagementDegreeby:BeijingInstituteofTechnologyTheDateofDenfenceDecember26,2011}=Ëløx‹§ÁÛe-ý:„H‹¬å'fvœð,ºÑÍð@Ф„fMº‡/,º(üY„üÛL„vå\·—„vœ=@å‡-dy+èŒô„0¹fMº‡-+vÖºòÏÑh°™Ç„vœ_+:·—¬å'fvƒY²:„„fMÁf@(DŽP™å\„\ùdvå\@Z„ûU!.Gò(fMº‡-\†n„ôvh:†yd3~åsŽfMº‡(C„ô,ºŒh†ã¬å'f sÝ¡
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¬å'fUëfMº‡IIAbstractChina'srapideconomicgrowthandhugedevelopingpotentialityhasattractedworldwideattention.ThemainconcernofforeignenterprisesinChinaisnotonlytakingadvantageofcheaplaborintheproductionbases,butratheraimedatChina'shugedomesticmarket,andactivelypromotethelocalizationstrategy.ThisisthekeytosuccessforSouthKoreancompaniesintheChinamarket,themostimportanttaskfacedbytheKoreancompaniessisthelocalizationstrategyandtoadaptthelocalcommunity.Atpresent,althoughmanySouthKoreancompanieshaveexperiencedavarietyoffailuresintheChinesemarket,therearestillmanyhighlycompetitiveSouthKoreancompaniessurvivingintheChinesemarket.OrionisoneofthesuccessfulcompaniestypicallybasedonChinesemarket.Orion'ssecretofsuccessliesincarefulpriorsurveyandlocalizationstraegyintheChinesemarket,inthisstudytheperspectiveofKoreancompanies,bycomparingtheenterprisemarketOrion'sstrategyandanalysisstudytoentertheChinesemarket,toexploreandextractsomevaluableexperience,NotonlybeneficialbutalsotoprovidereferencetohelpmultinationalcompaniesforstrategyformulationandabletorespondtocompetitiveChinesecompanies.Thisstudyisdividedintothreeparts,thefirstforOriontoentertheChinesemarket,thestrategicenvironment(PEST)andthesnackfoodindustryenvironmentliteraturereviewandanalysis;followedbytheuseofSWOT,STP,4PandothermethodsofOrionrepresentativetosendOrionProductsintothemarketandtoconductadetailedcasestudy,summarizethesuccessfulexperiencesandlessonslearned;Finally,conclusionsandrecommendations.KeywordsTheChinesemarket;Orion;strategy;Koreancompanies¬å'fUëfMº‡IIIîU,1à..................................................11.1vî„........................................................11.2vï¹Õ..................................................11.3vӄ‰’....................................................2,2à-ýòßÁÕ¹L¯ƒ........................42.1-ýòßÁÕ¹L‚µ......................................42.1.1òßÁ‚õ..............................................42.1.2òßÁ{..............................................42.1.3-ýòßÁL„...................................52.2?VÌo........................................................72.2.1-ýÛD?V„Ø....................................72.2.2|rÕ¹L?V......................................82.3ÏNÌo........................................................82.3.1ÏNÑU¶µ..............................................82.3.26ežŵ..............................................92.3.3º
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