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![[마케팅] LG전자의 중국시장진출분석(영문)-3](http://images.happyhaksul.com/thumb/140/139214-0003.gif)
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![[마케팅] LG전자의 중국시장진출분석(영문)-5](http://images.happyhaksul.com/thumb/140/139214-0005.gif)
![[마케팅] LG전자의 중국시장진출분석(영문)-6](http://images.happyhaksul.com/thumb/140/139214-0006.gif)
![[마케팅] LG전자의 중국시장진출분석(영문)-7](http://images.happyhaksul.com/thumb/140/139214-0007.gif)
![[마케팅] LG전자의 중국시장진출분석(영문)-8](http://images.happyhaksul.com/thumb/140/139214-0008.gif)
![[마케팅] LG전자의 중국시장진출분석(영문)-9](http://images.happyhaksul.com/thumb/140/139214-0009.gif)
![[마케팅] LG전자의 중국시장진출분석(영문)-10](http://images.happyhaksul.com/thumb/140/139214-0010.gif)
분야
hwpII. Main Discussion
1. SWOT
2. STP
3. REPOSITIONING
4. PRODUCT/SERVICE IMPROVEMENT
5. MARKETING MIX(4P)
III. Conclusion
We actually planned to analyze the case of World Baseball Classics at the start, but due to problems in credibility and/or accessibility we now pick the LG Electronics' case as our subject for its data more opened and dependable. Specifically we are going to discuss their way of entering Chinese market, which shows more of marketing strategies of an enterprise.
II. Main Discussion
1. SWOT
LG Electronics is a pioneer in Korean electronic industry, whose products and technologies have contributed the industry massively. Their SWOTs in Chinese market can be stated below.
STRENGTH ~ They had enough experience as one of the leaders of electronic industry.
They improved their financial structure by selling their semiconductor and LCD department 이장로, 『해외경영성공노하우:한국이 낳은 글로벌기업 LG전자』, 무역경영사, 2000, p.4.
, and also secured fund for investment from technical fees and facility sales which amount to whopping 64 million dollars by understanding financial availabilities and characteristics of Chinese CPT market through technical cooperation with HSE ibid, p.4.
. As a result they could reduce the risk of early entry as low as it could be.
김익수, 「중국 투자론」, 박영사, 1999
etc
LG electronics inner information
