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중국 FDI 진출 기업의 현지화 전략이 한류이미지에 미치는 영향 : 삼성전자의 중국 시안(西安) FDI를 중심으로 원문보기

  • 저자

    소정몽이

  • 학위수여기관

    공주대학교 대학원

  • 학위구분

    국내석사

  • 학과

    경영학과

  • 지도교수

    위오기

  • 발행년도

    2014

  • 총페이지

    vi, 101장

  • 키워드

    현지화 전략 한류 서부대개발;

  • 언어

    kor

  • 원문 URL

    http://www.riss.kr/link?id=T13534475&outLink=K  

  • 초록

    With the rapid development of China's economy and the implementation of the Western Development Policy in Xi'an, an increasing number of Korean FDI companies have localized their business in top enterprise parks in Xi'an. Therefore, this study in the light of the Western Development Policy is based on local competitive advantages, elaborates the localized strategies and explains the relationship between localized strategies and Korean Wave image. Through the investigation of asking questions and analysis, the study results are as follows: First, the study indicates that the localized marketing strategies adopted by FDI Korean companies have positive influences only on Korean Wave and Korean industries rather than Korean entrepreneurship. However, specific localized marketing strategies focusing on local cultures make significant effects on Korean Wave and Korean industries as well as entrepreneurshipt. Second, based on assumption II, supporting activities of Korean industries play an active role in increasing the images of Korean Wave, Korean industries and entrepreneurship. Third, the study result reflects that the localization strategies of the FDI Korean companies dramatically promote the image of Korea when they are in accordance with the Chinese government's preferable policy. Therefore, in order to localization, FDI Korean companies not only need comprehensive local marketing strategies but also combine them with local cultures. Additionally, to organizing the supporting events, FDI Korean companies should think about detailed implementation plan, and the motivation methods also should be taken into consideration. Favorable policies from Chinese government and FDI Korean companies in China create beneficial influences on the localized marketing strategies of foreign companies and competitive advantages.


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