中國 내수시장으로 進軍하라 !
-
Author
wang-barlow -
Category
Documents
-
view
133 -
download
0
Embed Size (px)
description
Transcript of 中國 내수시장으로 進軍하라 !
-
! / ()www.mkchina.com
-
1. ?2. , ?3. , !
-
1.
1.1 ?
1. ...? 2. ...? 3. ...? 4. , ...? 5. ...? 6. ...?
( ) ( ) .
-
1.
1.2 3 !! 1. 1 ?
2. ?
3. ?
-
1. < - MKC >
192~97, , - : ( ) : , LG, , , ( , -> ) 298~01, IMF ( ) , ( ) , 3D 302~04,
-
2. , 2.1 1. 09 -, but 6.5% (IMF ) 2. ( -> ) 3. 4 ( ) ;
2008 2009
-
2. , 2.2 (07 )
- 1 RMB 13,785 - 1 RMB 49,000
1 GDP $3,000 -> (, , ) ( -> ) , -> (->)
Key-Word
- (80) , (), ()
-
2. , 2.3 Global 2
1 : 2008 - 2 : 2009 -
.- -
-
2. , 2.4 2008 4 : KOTRA
( , )* 07 71 1( , )* , * , 9( ) , , , 11, ( , ) 4 , 10
-
2. , 10 : KOTRA
No. 1- ; , 2- 3- , ; 4, 18 4- , ; , 5- ; , , 6- / ( )7- , ; , 8- , 9- ; , 10- ; , //
-
2. , 4
-
2. , 2.5 ()
- ; - - (4%,6% -> 3%)
- , - - , , //, / - , / - , ,
.
-
2. , 2.6 FTA 05 18% (8.28 -> 6.80)
- 3 - , U$ 1 = RMB 5.5 ?
- 19% .
FTA ?
- FTA . - , . .
-
3. , 3.1 : .
: ( Mix )
: , , , , ,
- ; 4P (Place, Product, Price, Promotion) - () ( or Agent) - (OEM, ODM, , ...) - ( , ) - (, ), / -
-
3. , 3.2
( )
- - - - - (, ) - , - - -
/
- () - ( ) - - -
Type A.
-
3. , Type B.
J/V(,)
- , - () - - - -
- - - - Exit
- - - OEM - - - ,
- - - -
-
3. , Type C. M&A
- - - / - - -
- - - - Exit
M&A
- - , - - , - - ,
- - ( ) - -
-
3. ,
,
RESEARCH
SWOT Product Targeting Segmentation Positioning Pricing Market Trend Success Modeling
ANALYSIS
- - - -
Promotion - Road Map - Matching
Distribue Planning Invest Relations - -
STRATEGY
-
3. , 3.3 () 30 (CIF) 100 120 , , 20 (VAT)20.4 VAT20.4 VAT5.1 100.0 20.0 20.4 140.4
190.0 32.3 222.3(10%)10 (10%)10VAT3.4 20 VAT3.4 Case A. * ; 190 (100 + 20) = 70 * ; 32.3 20.4 = 11.9 ( ) : 222.3 : 70.0
-
3. , () 30 (CIF) 100 120 , , 20 (VAT)20.4 VAT 3.6 VAT0.9 100.0 20.0 20.4 140.4
190.0 5.7 195.7(10%)10 (10%)10VAT0.6 20 VAT0.6 Case B. : 195.7 : 49.6 * ; 195.7 (100 + 20 + 20.4) 5.7 = 49.6 *
-
3. , 3.4 Tip Tip 1. 3
-
3. , Tip 2. - , 1 6 . - ... . - , .
1. ; , 2. 10 ; , 3. ; CJ , Kotra 4. ; EXR, 5. Detail ; ,
-
3. , Tip 3. FNC
- ... . - ( , ). - .
- . - 3M(Material, Money, Manpower) . - 100% .
- . - . -
-
3. , Tip 4. MKC 10 . . (Exit ) , . .BEP . . . (Pre-Consulting ) . (, , /kotra, / ...) . .
-
3. , 3.5 - () . - 100% . - . - (, , , ) , . (, , )
- [] , . ( ) - . ( -> ) - (Exclusive) . (, )
- . - Risk (L/C , T/T , ) - , 3 , . ( ) 1.
-
3. , - . (, , ) 1) , , ; 2) ( : ) 3) 17% . 4) , . (10, 100, 1 .)
- 183 . - () , . - . ( ) * : , , ,
- . ( ) - . ( ) - (, , // ) - () 20%. ( 15%) 2.
-
3. , - (). () - . - . - . ( , )
- , . ( ) - , . - / J/V , . - .
- J/V . (51% ) - . - . - , . 3.
-
3. , - ? (, , ) - . ( , ) - (? ? ?) - / . ( . . 126)
- (, , ) - 20 ? ( 214) - ? (, , , , ...) - . - .
- . - . 4. ,
-
3. , - . (, ) - . - (FESCO ) . - . (92)
- . ( , ) - . ( ) - / : 150%, 200%, 300% ( 100) - 2 . - 21.75 .[(365 104) 12=21.75]
- : 1~10 5, 10~20 10, 20 15. - , . ( ) - . ( , ) - F, X, L ( 5RMB) . 5.
-
011-9914-4207
[] www.mkchina.com02-780-3036 .