LG电子在华营销策略研究

LG电子在华营销策略研究(包含选题审批表,任务书,开题报告,毕业论文15000字)
摘  要：现代市场营销理论认为，市场营销的过程是一个需求交换的过程，市场营销能否真正产生取决于买卖双方能否找到交换的条件，即交换以后交换双方能比交换以前好。因此适宜的交换条件是非常重要的。市场营销就是以发现消费者需要为起点，以满足消费者需要和欲望为中心，以提供产品和服务为手段的全方位的经营决策行为。整个活动包括：卖者寻找买者，并认识其需要；设计适当产品进行产品的促销，储存，运输和交易谈判；成交及售后服务等。因此，我们可以把市场营销概括为为“在适当的地点，适当的时间，以适当的价格，适当的分销渠道和促销手段，将适当的产品和服务售给消费者”。它是一种创造消费者并使之满意，以取得利润的艺术。LG电子在中国市场营销的成功，是其在华营销策略的成功，从其成功的经验中，可以得出对我国企业的借鉴经验。
关键词：市场营销；本土化；客户；营销策略；

LG Electronics Marketing Strategy Research In China
Abstract: Modern marketing theory, the marketing process is an exchange process, market demand can really produce depends on marketing sellers to find exchange conditions, that is after both sides can exchange swap than exchange before. So the good exchange condition is very important. Marketing is to find consumers need to be as a starting point to meet consumers' needs and desires for the center to provide products and services as the means of all-round business decision-making behavior. The activities include: better looking for buyers, and knowing its needs; Properly designed product sales, store, transport and trade negotiations; Clinch a deal and after-sales service, etc. Therefore, we can put the marketing summarized as for "in the appropriate location, the appropriate time to appropriate price, proper distribution channels and promotions, will be appropriate products and services sold to consumers". It is a kind of creation and satisfying consumers, in order to obtain profit of art. LG electronics market in China, and it is the successful marketing in China from the successful marketing strategies, in its successful experience, we can draw the reference for Chinese enterprises.
Key words:  Marketing；localization；customers；marketing strategies

一、绪论
LG不仅在韩国,而且在世界已家喻户晓,它已经跻身于世界500强之列,在国际化进程中,它成为了韩国海外经营最出色的企业之一。自1993年LG进入中国以来,LG电子在中国的事业规模全面扩张,LG电子根据不同的发展阶段,实行了不同的策略,取得了显著的成绩,奠定了LG电子在中国消费类电子产品中举足轻重的地位。
LG在华营销策略中，有很多值得学习和借鉴的地方。张建军（2004）[25]指出，韩国LG电子进入中国经历了多元化发展、规模化发展和数码创导阶段。它的本土化生产策略和低价策略是其成功的重要因素。从前景来看,它在市场竞争中既有自己的优势也有自己的劣势,既有发展的机会,也面临竞争的威胁。总体而言，LG在中国的营销创新手法值得准备走出去的中国企业借鉴和学习。