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[국제마케팅] 노키아 성공사례 - 중국 이동통신 시장

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레포트 > 경제경영계열
2008.01.29
29페이지 / ppt
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[국제마케팅] 노키아 성공사례 - 중국 이동통신 시장에 대한 자료입니다.

1.Introduction
China Mobile Phone Market (1997-2002)
2-1Ericsson
Ericsson in China Market
Ericsson’s Failure in China Market
The reason of Ericsson’s Failure
2-2NOKIA
Introduction & Strength of NOKIA
NOKIA in China Market
NOKIA’s KSF
3.NOKIA
Future goal of NOKIA
Prospect of China mobile phone market
Strategic suggestions for NOKIA

본문내용

China Mobile Phone Market (1997-2002)

CAGR (Compound Annual Growth Rate) = 82.3%
(13 million  266 million)
2002
- Became the No.1 Mobile communication market
The reasons for the radical increase
- Cut a communication & mobile phone price down
- Payment in advance system
- Higher income of Chinese

1999 – 2000
- First China Local Mobile Phone Brand Launching
- About 10 China Local Brand Market Share 5%
2001-2002
- Local Brand Market Share up to 14%, 30% in 2002
Ericsson’s Failure
- Market share was decreased

+ Ericsson
1876 - L. M. Ericsson & Co founded in Sweden
1890 - Start to Global Business
1897 - 19% of total sales in Sweden, 81% in other country
1999 - Own 60 factories in International market
2003 - 57,600 employees in 140 countries

+ Ericsson in China Market (1997 – 2002)

1997
– Focus on mobile phone sales  Success
- Market share was 37%
2000
– Market share had decreased
- Mobile phone division started to outsourcing
2002
– Heavy Investment to 3G communication  Fail
- Market share was decreased to 2%

참고문헌

* China Digital industry market report http://www.eic.re.kr
* Digital times
* CCID, Bukkyoung Kunhong Research & Consultiong http://data.chinabyte.com/
* China market context change and marketing strategy by Kim, Ik su (2005)
* SER / China Review in Samsung Economic Research Institute
* Yading Luo(2004), How to Enter China-Choices and Lessons, CultureDesign
* 莫杰(2006), Contest on Chinese Market, FKI Media
* Jipyoung Lee(2005), Analysis of strategy to enter china market and implication based world electronic companies , http://www.lgeri.com/
* Jangwon Moon(2006), China changed from manufacturing to R&D, SW Research Center
* www.nokia.co.kr/nokia.com
* Nokia’s global business and china market entrance strategy
(www.happycampus.co.kr)

#in #of #NOKIA #with #and #China #to #the #Market

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