韩国易买得(E-MART)公司营销策略的研究.pdf

THE RESERCH INTO THE MARKETING STRATEGY OF KOREA E-MART ABSTRACT E-mart, leading a Korean retail market, has had the highest brand recognition among Korean customers and won the competition with world-class Wal-Mart and Carrefour in Korean market and also, it has extended its successful business experience gained in Korea into China. The in-depth research about E-Mart’s success story will not only become my valuable lesson but also give me an opportunity to take advantage of many business theories that I learned in school and to enhance my ability to deal with complicated business problems in the future as well. The focus on this case is aimed at marketing strategy and development of brand value, including E-mart’s know-how of market segmentation, targeting, positioning. Throughout This case, I start from an environment analysis regarding Korean retail market, trace back to the development and marketing strategy of E-Mart, compare it with Wal-Mart, analyze its success and finally would like to reach my conclusion about this E-mart case – What is E-mart unique marketing strategy ? KEY WORDS: Korea E-mart, Korean-Style discount store, Retail industry, Marketing Strategy 目 录 摘 要 ABSTRACT 前言I 1 论文的研究背景及意义I 2 论文研究的思路及写作框架 II 第一章 易买得（E-MART）介绍及成立背景 1 1.1 折扣店 (DISCOUNT STORE)1 1.1.1 定义1 1.1.2 成长背景1 1.1.3 行业的特性 2 1.2 易买得（E-MART） 成立背景2 1.3 易买得（E-MART） 成立时的宏观环境3 1.3.1 从人口统计角度分析3 1.3.2 经济上的环境4 1