lg电子中国营销战略和经营模式实证分析

上海交通大学硕士学位论文[LG电子]中国营销战略和经营模式实证分析姓名：金炳錄申请学位级别：硕士专业：工商管理(MBA)指导教师：黄国祥20050109[LG].21. ,3,.LG10. LG,.''LG14,LG.'5'.,LG3.,.LGLG.:LG,,STUDYONTHEMARKETSTRATEGYOF[LGELECTRONICS]INCHINAABSTRACTInthesedays,competitionsbetweenmajorelectronicsmanufacturesinChinamarketaremoreseriousthanbefore.Chinamarketisnowchangedasa‘GoldCalifornia’toelectronicmakersin21thcentury.Fromyearsbefore,Chinaelectronicmarketalreadyhasgrownas3rdlargemarketintheworldafterU.S.A&Japan.TogetthebiggestpieinChina,almostallglobalplayershaveseverecompetitionforyears.Speciallybetweenlocalcompanies,Japancompanies&KoreanElectroniccompanies.LGElectronics–2ndmajoroneinKorea–nowshowsremarkableresultinChinamarketbasedonits’10years’Chinaexperience&globalmarketingabilitywhichwasdevelopedthroughhardtrainingwithothermajorones.LGElectronicsconsiderChinaasa‘NewDomesticMarket’–notasasimpleforeignmarket–andtrytosettleits’imageasa‘SuccessfulChinaCompanyinelectronicindustry’,nota‘successfulforeigncompany’.LGElectronicsalreadyhasoperated14factoriesandnowtriedtomakemoreinvestmentinChinatogetclosercommunicationwithfinalend-users.Chinaconsumerwillallowacertainbrandcansurviveinherewhichhasowntechnology&pricecompetency,etc.CanLGElectronicsmakefinalsmileinthiscompetition?Itwillbeourquestion.KeyWords:LGElectronics/ChinaElectronicMarket/MarketingStrategy/Brand/InvestmentStrategy.2004124200412420041241WTO.13.10.,TCL.LG,..LG.LG.LGLG.(LG,)5,1LG,2LG,3LG,4LG,5LG. MBA[LG]11.LG1.1.LG1958(1)1999LGLCD20009LGLG”LG”LG2003175,57,27,68376.2%(134),1242(TVVCR)(CD-ROMPC)(CRTDYFBTPCB)LGDigitalAppliance,DigitalDisplay&MediaInformationTechnologyLG449930R&D,1.2.LG60THOMSONLG1.2.1.LG195819701978480,34.2%36.6%42.7%1.2.2.LG70197514001986951979198675.5%89.1%1.2.3.MBA[LG]21988LGLG198521.4%199051.6%1.2.4.LG209090LG19931997GoldstarLG,Spnsorship[FlatronTV]LCDRe-PositioningLG‘Goldstar’Premium1.LG(2000)2003.122003.12002.122002.82002.42001.72000.6GSM/CDMAIMT2000R&D.(LGEI)LGPHLILPSDISPLAY(19951999)2000.91999.71999.71999.51996.31995.51995.7LGLGLGPhilipsLCD2005–LGZenith:21(19871994)199319941991.121989.1TFT-LCD2021MBA[LG]3:(19781986)1984.51984.121981.41978.1211:(19661977)1976.111975.61970.41968.91966.8:(19581965)1965.11962.111959.111958.10:LG20031.3.LG8130353448172071914CIS4(2)805690119059731995LG2090LGGlobalPartnership19997LCD20017CRT199611IBMLGIBMPCPCGE2.LG()/5921174141120961319140001435031135344881:LG2003MBA[LG]41995LGLGLG2003175200268200376LG1.4.1.4.1.LG20902003LG147(3)LG7CPT18WTO2003LG70LG3.LG(KRMB/LGEHZ,CD-ROM148,601(80)1993.10LGEYTCDMA152,293(49)2002.1LGESY178,512(79)1994.12LGTOPSCDMA-WLL49,665(40)2000.2LGESHVCR64,880(70)1995.8LGETAMWO,899,846(80)1995.8LGETR,373,434(100)1995.12LGEPN130,882(70)1995.12(KRMB/)LGEQH33.472(100)1995.12LGENT98,758(70)1997.9LGENPPDP/TV206,750(100)2003.5LGEKS147,899(100)2003.3LGEHNDVD/CASSETTE57,939(49)2003.10LGEQDGSM41,387(60)2003.6:LG20031.4.2.1980LGMBA[LG]62.2.1.2020212.1.1.70%GNPLG‘BRICsMarket1’“EmergingMarket”––LGLG2.1.2.19782021819972.2.2.2.1.)Brazil,Russia,China.200310GoldmanSachsMBA[LG]79019491012.2.2.6.252.2.3.2.2.4.19787810(814(),834(),873(),927()2.2.5.MBA[LG]84.1978-1983-(,)(19782),,-(1980.12):,-(1983)1984-1986-(1982.9):20,-(1984),-(1985.7):,,-(1986)31987-1990-(1987):,,-(1988.9):,,-,,1991-1996-(1992):,,(,,)-(1993):,,,-(1996)1997-1999-:,,,(,,),-:,,,,2000--:,..-:WTO..2.2.6.19782003921GNP1978190020031GNP197822020031000GNP450002002GDPMBA[LG]9200382.2.7.a.87CISb.2.3.2.3.1.MBA[LG]10a.b.c.d.95e.f.1992g.LifeCycle.LifeCycleh.2.3.2.a.GDP40b.(‘045)2.4.WTO2.4.1WTO.1986WTOMBA[LG]11WTOWTOWTO2.4.2.WTOWTOWTO(MFN)2.4.3.WTOWTOWTOWTO(accessibility)WTOMBA[LG]133.LG199310LG90LG3.1.LG19945CPTCDTLGPHILIPSDISPLAY121995LGDYFBTDVD(DigitalVideoDisc)VCR82.3A/C(),MWO(),V/C(),,LG1997LG260021LGPDPLCD3.2.LG3.2.1.LGPortfolioCTV,A/C,MNT,CPT/CDT2Audio,REF,W/M,MWO,V/C,Motor,Compressor3PDP,CDMA/GSM,LCDTVLG)CTV(),A/C(),MNT(),CPT(),CDT())Audio(),REF(),W/M(),MWO(),V/C(),Motor(),Compressor()MBA[LG]145.LGPORTFOLIOMAPCD-ROM,DVD,DTV,Flatron,ITindustryCTV,A/CMNT,CPT/CDTAUDIO,REF,W/M,MWO,V/C,Motor,Compressor3.2.2.LGLG///-/3.2.3.1000563684200103144LG80MBA[LG]151987R&DPANASONICTV3.2.4.umbrellaenterprise(holdingcompany)8090(MOFTEC:TheMinistryofForeignTradeandEconomicCooperation)19954125(14)1995199553000LGMBA[LG]16a.LGMNT,CPT,REF,W/M,A/C,MWO,AUDIO,RCR,CTVLGLG10LG(MOFTEC:TheMinistryofForeignTradeandEconomicCooperation)19954LG300010b.7114146.LGLGESY-CTVLGETA–A/CLGEQH–PUMPLGEYT-CDMALGENT-MONITORLGEPN–W.MLGESH-DVDLGETR-REFLGTOPS–CDMA-WLLLGEHZ–CDROMLGEKS–NOTEBOOKLGEHN–V.CASSETTELGEQD-GSM--,-,-,,---:,,,,,:470,,,,,,,,MBA[LG]17LCC(LearningCenterChina)20c.LGd.LGLGe.3.3.MBA[LG]18LGLGLGLG3.3.1.19995LG61998982000100(Projection/PDP/LCDTV)1998382003542860100601401998195199914220001203.3.2.VCD,DVDITTCL801070002000MBA[LG]19LCD3.3.3.3.3.4.57.5MerchandisingMonitoringCommunicationIncentive/PromoterPool(A,B,C)Promoter/Happyall24LGMBA[LG]20LG1997GOLDSTAR’LG,LGLGLG3.3.5.5a.(sell-out)2004SVCIn-StoreP(Point)3,P4–/–8.RCAMWO()(;30,30)LGMBA[LG]21In-StoreDisplayLG23b.LGLGTopDownc.LGLGLGShopDisplayLGLGLGPRO-LG200LGLG2008d.MBA[LG]22InStoreABCC