资源描述：
《乐文公司在华家电行业战略发展分析》由会员上传分享，免费在线阅读，更多相关内容在学术论文-天天文库。
1、-上海交通大学EMBA论文AbstractAsaglobalcompanywithrapidgrowth,LewenhasbeenconsideringChinesemarketasitsprimaryissueinitsglobaldevelopmentstrategyallthetime.SinceLewen’sentranceintotheChinesemarketin1993,ithasbeenbuildingup“onestop”businessstructurethroughimplementingthelocalizationofmanufactu
2、ring,marketing,R&Dandhumanresource.Lewenhasmaintainedanannualsalesgrowthrateof40%throughconsistentlyenhancingitsbrandnameandactivemarketingcampaign.By2004,LewenhasrecordedM/SNo.1inthesalesofOpticalstorage&Rear-projectionTV,M/SNo.2inthesalesofPDP,LCDTV,micro-waveovenandM/SNo.3inthesal
3、esofCDMAandwashingmachineinChinesemarketrespectively.LewennowhasbecomethemostrepresentativeelectronicinformationcompanyinChina.WhydoesLewenmanagetoachievesuchrapiddevelopmentonly10yearsafterenteringintoChinesemarket?Whatkindofdevelopmentstrategyandoperationmodehasitbeenadopting?Thath
4、asalreadyprovokedlotsofattentionsintheindustry,andbecamethedesirablestandardoftheindustrydevelopment.Withthecombinationofmyworkingexperienceandtwo-yearsystematicEMBAtraininginShanghaijiaotongUniversity,IwrotethispaperasthesummaryofLewen’sbusinessdevelopmentinChinesemarketaswellasthec
5、ognitionofitsstrategydevelopment..LewenhasbeenmakingchangesinstrategydevelopmentinChineseCEmarketinthefollowingthreefields:First,LewenshallimplementtheglobalstrategywhichregardChinesemarketasitscorebase.SinceChinaistheuniquemarketwhichonlyachievesrapideconomicgrowthrateallovertheworl
6、d,ithassuccessfullymaintainedtheaverageannualgrowthrateat9.1%allthetime.Therefore,itisavailableforLewentodevelopitsbusinessinhighspeed,providedthatChineseeconomydevelopcontinuouslyandflourishingly.Second,Lewenshallestablishaperfectbusinessoperatingsystemthroughthestrategyoflocalizati
7、on.Untilnow,thereweremanyglobalcompanieswhichconductedinvestmentinChinesemarket.Fromtheviewpointoftheirinvestmentdirection,itisregardedthattheystillfocusonnativemarketandtherefore,theysetupfactoriesinChinasimplyeitherforexploringdomesticmarketorforestablishingprocessingbasetosupporto
8、verseasmarke
