外企的中国市场营销战略——基于对韩国企业营销成果的探索性研究

Foreign Companies' Marketing Strategy in China:A Study Based on the Marketing Results of Korean Companies

本论文以在中国市场上展开营销活动的86家韩国企业为研究对象,进行实证研究。通过分析结果,将各企业按市场营销战略划分为四种不同类型,并对四种类型企业的营销成果进行比较研究。研究结果表明,四种营销战略类型的企业中,以产品竞争力和标准化为基础的"产品中心型企业"的营销成果最好;以适当的性价比赢得客户的"中间市场定位企业"的营销成果较好;而追求营销与生产中国本土化的"本土化企业"的营销成果则最低。根据实证研究的结果,作者对韩国企业在中国市场上应采取的市场营销战略及其发展方向提出自己的看法和建议。

This paper is an empirical research of 86 Korean companies that have carried out marketing activities in China.Results show that among these businesses product-oriented companies have had the best marketing results.Companies that try to win customers by cost effectiveness rank second.Enterprises that pursue localization have the poorest results.Based on the results of this empirical study,the author proposes new strategies for the Korean businesses.