河北经贸大学学报(综合版)
河北經貿大學學報(綜閤版)
하북경무대학학보(종합판)
JOURNAL OF HEBEI UNIVERSITY OF ECONOMICS AND TRADE(COMPREHENSIVE EDITION)
2014年
2期
70-74
,共5页
中国家电企业%全球营销%全球当地化%韩国市场%消费偏好
中國傢電企業%全毬營銷%全毬噹地化%韓國市場%消費偏好
중국가전기업%전구영소%전구당지화%한국시장%소비편호
Chinese household appliance enterprises%global marketing%global localization%Korea market%consumer preference
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。
中國正在從傢電製造大國嚮傢電技術彊國方嚮邁進,其傢電產品已銷往世界各地,但韓國市場卻仍是中國傢電企業的“軟肋”。究其因一是難敵韓國傢電品牌,二是韓國消費者高度忠誠于本國品牌。因此,中國傢電在韓國市場上必鬚採取相應的目標市場和定位戰略,在迎閤韓國傢電市場消費需求和偏好的基礎上,彊化噹地化營銷策略和行動。
중국정재종가전제조대국향가전기술강국방향매진,기가전산품이소왕세계각지,단한국시장각잉시중국가전기업적“연륵”。구기인일시난활한국가전품패,이시한국소비자고도충성우본국품패。인차,중국가전재한국시장상필수채취상응적목표시장화정위전략,재영합한국가전시장소비수구화편호적기출상,강화당지화영소책략화행동。
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.