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论文编号：	5669
作者编号：	2220101079
上传时间：	2013/11/29 10:00:14
中文题目：	日资家电企业在华本土化营销策略研究-以夏普公司为例
英文题目：	Study on Localization Marketing Strategy of Japan-owned Household Electrical Appliance Enterprise in China:A Case Study of Sharp
指导老师：	许晖
中文关键字：	日资家电企业;本土化;夏普公司
英文关键字：	Japanese hosehold appliance enterprise;localization;marketing theory
中文摘要：	日本家电企业是国际市场上的后起之秀，但是凭借持续不断的积累，打败欧美家电企业，成为国际市场上的领导者。因此，相较于欧美企业，研究日资家电企业都对中国家电企业意义重大。中国传统文化常常成为中国式管理中不得不考虑的因素之一，如何在西方管理理论和中国传统文化中找到平衡点，抑或如何充分发挥中国传统文化的特点提高企业效益。在这些问题上，本文相信日资家电企业可以给出答案，日资家电企业的发展正是融合日本传统文化与现代管理理论的典范，而正是凭借着独有的企业文化，日资家电企业才能够在国际市场上后来居上。与日资家电企业走过的道路相同，中国家电企业也必然要走一条后来居上，超越发展的道路，如何实现超越，如何实现创新，这些问题的解答同样需要借鉴日资家电企业的发展道路。 中国家电企业现在面临的最大问题就是如何走出国门，实现品牌全球化，成为世界的领导者，在走出去的过程中，只有少数企业披荆斩棘占领了海外市场，但是更多的企业在海外扩张中失利。那么跨国公司如何实现本土化经营，如何实现营销的本土化，哪些营销要素是需要本土化的，而哪些营销要素是必须全球化的，到底在实现本土化的过程中需要考虑哪些因素。本文正是通过研究夏普公司在华营销本土化的过程，分析本土化进程的推动要素和阻碍要素，厘清本土化的营销要素，从而为中国家电企业实现跨国经营提供借鉴。 本文正是从以上背景出发，通过深入探讨以夏普公司为例的日资企业不断调整营销战略，克服经营危机的过程，分析哪些因素在推动着营销本土化，哪些因素在阻碍的营销本土化，更重要的是夏普营销本土化的实践中，哪些是值得借鉴或者吸取教训的。
英文摘要：	Elopement across the sea, China and Japan are to comply with the Confucian culture in culture, advocate collectivism, while western advocate individualism in vivid difference. At the same time, Japanese electrical home appliances enterprise is the rising star in the international market. But with the continuous accumulation, they beat the European and American home appliance enterprises, to be a leader in international market. Chinese traditional culture often become one of the factors that had to be taken into account in the Chinese management, how to balance in western management theory and Chinese traditional culture, improve the efficiency of the enterprise. On these issue this paper believe that Japanese home appliance enterprises can give a answer, the development of Japanese electrical home application enterprise is in full swing model of traditional culture and modern management theory. The biggest problem Chinese home appliance enterprise are now faced is how to implement brand globalization, go abroad to become the world leader. So how to realize localization of transnational corporations, which factors need to consider in the process of implementation localization is we need to focus on. Through research the localization process of localization of marketing analysis in China with Sharp, this paper analysis the impellent element and impedimental elements in the localization process, which provide reference for the Chinese electrical appliance enterprise implement transnational operation. This paper is set out from the above background, through in-depth to explore the Japanese company for example Sharp’s constant adjustment in the marketing strategy, to overcome the process of business crisis, analysis which factors promote the localization, which factors hinder the marketing localization, The more important is in the practice toward localization marketing of Sharp, which is worthy of reference or the lesson.
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