全球当地化:中国家电企业攻克韩国市场的必由之路

Global Localization: the Only Way of Chinese Household Appliance Enterprises Conquer the Korea Markets

中国正在从家电制造大国向家电技术强国方向迈进,其家电产品已销往世界各地,但韩国市场却仍是中国家电企业的"软肋"。究其因一是难敌韩国家电品牌,二是韩国消费者高度忠诚于本国品牌。因此,中国家电在韩国市场上必须采取相应的目标市场和定位战略,在迎合韩国家电市场消费需求和偏好的基础上,强化当地化营销策略和行动。

Recently, China is developing from a household appliance manufacturing country to a household appliance technology powerful country, Chinese household appliances are now sold all over the world, but Korea is still the weakness market. Because Korea consumers are highly loyal to their own country＇s brand. So the Chinese household appliance enterprises need to take the relevant target market and positioning strategy, intensify the global localization marketing strategy and behavior based on catering consumers demand and reference of Korea household appliance market.