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从1996年伊莱克斯兼并长沙中意电冰箱厂以来,就按照其国际化的定位开始了其中国市场的征程。这家总部在瑞典的跨国公司是全球最大的家用电器公司之一,其冰箱销量在欧洲排名第一,1998年占欧洲份额的18.9%。伊莱克斯进入中国市场的时候正面临竞争已经进入白热化阶段,也出现了许多著名的品牌,市场格局基本形成,许多生产厂家被淘汰出局。品牌集中度较高,海尔、容声、美菱、新飞四大品牌的市场占有率高达71.9%。常规而言,此时不宜进入中国市场。但出于看好中国市场前景,秉承“市场没有迟到者”的哲学,伊来克斯还是决定进军中国市场。本文旨在用此例看营销变革。
Since Electrolux merged Changsha Sino-Italian Refrigerator Factory in 1996, it started its journey in the Chinese market according to its international orientation. The multinational company headquartered in Sweden is one of the largest home appliance companies in the world with its refrigerator sales ranking first in Europe and 18.9% of European share in 1998. Electrolux entered the Chinese market when it is facing competition has entered a white-hot stage, there have been many well-known brands, the market pattern basically formed, many manufacturers have been eliminated. High degree of brand concentration, Haier, capacity sound, Meiling, the four major brands Xinfei market share as high as 71.9%. In general, this time should not enter the Chinese market. However, out of optimistic about the prospects of the Chinese market, adhering to the “no late market ” philosophy, Electrolux decided to enter the Chinese market. This article aims to use this case to see the marketing changes.