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论文编号：	5320
作者编号：	2120112924
上传时间：	2013/6/6 14:00:46
中文题目：	LG工程塑料公司在华电子商务应用研究
英文题目：	Application Research on the E-Commerce of LG Engineering Plastics in China
指导老师：	李季 副教授
中文关键字：	LG工程塑料公司 电子商务 组织再造 网络营销
英文关键字：	LG Engineering Plastics Company; E-commerce; Marketing Organizational Reform; Network Marketing.
中文摘要：	本文通过详细分析LG工程塑料公司在华导入电子商务模式的必要性和可行性，构建出适合LG工程塑料公司在华应用的电子商务方案，为LG工程塑料事业部针对中国市场的发展，提供了参考意义。当前中国电子商务发展迅速，已经渗透到各行各业，工程塑料行业也将会顺应大趋势得到广泛地应用。LG工程塑料事业部的重点战略市场在中国，目前正逐步扩大投资。LG工程塑料公司在中国市场电子商务模式的导入，关系到能否在激烈的市场竞争中做好准备，对本事业部的未来发展至关重要。 本论文基本上围绕“提出问题→分析问题→解决问题”的思路进行。首先对工程塑料这种特殊的产品及行业，进行了介绍，让读者有个大致了解。工程塑料行业属于生产性的，是合成化工厂的下游企业，同时也是塑料配件生产商上游企业。作为中间行业，既有采购又有销售。为优化现在组织结构，进行组织再造，将电子商务导入是否可行作为本论文的论点；以电子商务中国市场发展需求，及LG工程塑料韩国电子商务应用经验和有效导入中国市场为论据，论证了LG工程塑料公司在华实施电子商务的可行性及构想方案。本文参考资料来源于各类期刊、研究报告、学术论文等并结合作者实际工作经验来进行研究。 最后将LG工程塑料公司在华的实际情况与电子商务方案相结合，以国外大型化工企业优秀案例进行借鉴，找出成功的关键性要素。同时对LG工程塑料中国组织内部的不利因素也进行了深刻探究，将组织再造理论与电子商务平台相结合。不仅在电子商务模式推广上提供了意见，同时在组织结构，资源充分利用上也提出了创造性的建议。一方面从公司战略层考虑实施电子商务模式的优越性，另外一方面也发挥了销售组织整合的优势。从长期发展来看，该研究为LG工程塑料事业部在中国市场强化销售模式和优化组织结构，提供了完整的构想方案。研究报告的意义不仅为本企业的发展提供了参考意义，同时也为其他类似企业乃至整个行业开创了研究先河，提供了一定的参考意义。
英文摘要：	This paper that gives the proposal on the development in China conceived the compatible E-commerce model of LG Engineering Plastics in Chinese market, through the necessity and feasibility of detailed analysis on deploying this mode. LG Engineering Plastics division will put into effect on E-commerce adjusting to the development on Chinese E-commerce market as the E-commerce is penetrating into all walks of life. At present, LG Engineering Plastics division is focusing on Chinese market and gradually expanding investment. Applying this model concerns the crucial future of LG Engineering plastics division and the successes in the fierce market competition. Following the route “Bring up Problem→Analyzing Problem→Solving Problem”, this thesis precedes the analysis. Firstly drive the readers to have the basic knowledge on this special product and industry of Engineering Plastics which were introduced in the beginning. Engineering plastics industry as being the middle link belongs to chemical manufacturers and it not only has upstream firm for purchasing but also has downstream enterprises for selling. The implementation of E-commerce is the topic of paper. To demonstrate the topic of paper, there are three arguments “The requirement of Chinese marketing developing；Korean current market application situation；Solution on Chinese market block”. These arguments prove that the E-commerce revolution in LG is necessary and feasible. The study gives out the concrete application scheme lastly. The reference data are from periodicals、research reports、academic papers and so on. In this paper author adds her experience on working in LG Engineering Plastics Company. Finally Engineering Plastics industry combines with the Chinese E-commerce market practice and refers to the foreign outstanding cases. Based on the analysis mentioned before, the study asks for preconditions on the macro environment and LG internal organization during the implementation process. This paper not only gives the exact extension mode on E-commerce but also offers the creative opinions on the organizational structure. The implementation of E-commerce mode not only shows excellence in corporate-level strategy but also drives to optimize the organization. In the long run, this study provides a full scheme for LG Engineering Plastics division setting up the new sales mode in Chinese market. But deeper, apart from bring LG itself benefits, this paper also gives other Engineering Plastics companies and even all the Engineering Plastics industry reference value in the blank study.
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