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留学生论文写作:MARKETING ACROSS CULTURES

时间:2010-11-24 09:24来源:www.ukthesis.org 作者:英国论文网 点击联系客服: 客服:Damien

its first store in Mainland China was opened.During the next 9 years,IKEA took its time,getting to know the Chinese customers.A series of prudent experiments have been proven effective.IKEA’s sales in China increased 500%from2000 to 2005.
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At the same time,price has also been paid for a lesson on how tobalance global marketing strategies and local marketing activities.Ian Duffy,IKEA’sCEO of Asia-Pacific region,admits in an interview that IKEA has made little profitsince entering the Chinese market(Song 2005 translated by the author).Therefore,formultinational companies like IKEA,who want to proceed in different markets withdistinctive cultural characteristics,the research on IKEA Shanghai’s marketingperformance provides useful information onhow to think globally and act locally.
1.2 Structure of the thesisIn order to demonstrate the central topic,how IKEA integrates its global marketingstrategies with its local marketing activities taking culture differences intoconsideration when designing marketing strategies for the Chinese market,the thesisproceeds as follows.Part 1,Introduction,raises the research question and proposesthe importance of the research to multinational companies as whole.It also introducesthe thesis structure and summarizes previous research on similar topics.The secondpart discusses the research’s methodological points of departure—a case study.Thewhole process involves the interaction of qualitative and quantitative approaches aswell as hermeneutics to interpret and analyze the collected data.Part 3 accounts for the key theoretical concepts applied in the research.Theories concerning marketing and marketing process are illustrated with IKEA’s global marketing concepts, followed by the development of the culture concept and discussion of the Chinese culture.The interdisciplinary feature of cultural studies enables the author to examine marketing strategies from a cultural perspective,providing a theoretical support for further arguments in the case of IKEA Shanghai.Part 4 begins with the story of the
IKEA saga as a cultural background introduction of the Swedish home-styling company,especially its earlier experiences of struggling in the USA and Japan.It then moves on to the case study of IKEA Shanghai.The model of the marketing mix,i.e.the 4Ps—product,price,place and promotion,is followed to discuss the culturalconcerns shown in the company’s marketing activities.The research shows culture’sin 1998,when its first store in Mainland China was opened.During the next 9 years,
IKEA took its time,getting to know the Chinese customers.A series of prudent experiments have been proven effective.IKEA’s sales in China increased 500%from 2000 to 2005.At the same time,price has also been paid for a lesson on how to balance global marketing strategies and local marketing activities.Ian Duffy,IKEA’s CEO of Asia-Pacific region,admits in an interview that IKEA has made little profit(责任编辑:BUG)



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