Global Marketing Mix
Ç¥ÁØÈÀûÀÀÈ Àü·«
±Û·Î¹ú¸¶ÄÉÆÃÀü·«ÀÇ µîÀå¹è°æ
¼¼°è½ÃÀåÀ» ´ÜÀÏü·Î º¸´Â ±Û·Î¹ú½Ã°¢¿¡¼ ±¹°¡°£ÀÇ À¯»ç¼º°ú
ÀÌÁú¼ºÀ» °í·Á, ¸¶ÄÉÆÃÀü·«À» ¼ö¸³ÇÏ´Â ¸¶ÄÉÆà Àü·«
½ÃÀå¿äÀÎ ÀÎÀû±³·ùÀÇ È®»ê°ú ±Û·Î¹ú¸ÅüÀÇ ¿µÇâ
ºñ¿ë¿äÀÎ R&Dºñ¿ë Áõ°¡, ±¹°¡°£ Á¦Á¶¿ø°¡ Â÷ÀÌ
Á¤ºÎ¿äÀÎ ¼¼°è¹«¿ª±â±¸ WTO
±â¼ú¿äÀÎ ÀÎÅͳÝ,Åë½ÅºÐ¾ß µîÀÇ ±â¼úÇõ½Å
±Û·Î¹úÈÀÇ ÃËÁø
±Û·Î¹ú ¸¶ÄÉÆÃÀü·« (Global Marketing Startegy)
Ç¥ÁØÈÀü·«
Standardization Strategy
ÇÑ ±¹°¡¿¡¼ »ç¿ëÇÏ´ø ¸¶ÄÉÆùͽºÀü·«À» º¯°æÇÏÁö ¾Ê°í ¼¼°èÀûÀ¸·Î µ¿ÀÏÇÏ°Ô »ç¿ëÇÏ´Â °Í
ÀûÀÀÈÀü·«
Adaptation Strategy
ÇÑ ±¹°¡¿¡¼ »ç¿ëÇÏ´ø ¸¶ÄÉÆùͽºÀü·«À» ÇöÁö±¹ ȯ°æÀ» °í·ÁÇÏ¿© º¯°æÇÏ´Â °Í
Levitt
°³Àο屸ÀÇ º»ÁúÀû µ¿ÀÏ,
±¹°¡°£ ¼ÒºñÀÚÀÇ µ¿Áú¼º Áõ´ë
¡æ ¸¶ÄÉÆà ¹Í½ºÀÇ Ç¥ÁØȸ¦
ÅëÇÑ ÀÌÀÍÀÇ ½ÇÇö
Miracle
¹®ÈÀû ¹è°æ, ¹°¸®Àû ȯ°æÀÌ ±¹°¡¸¶´Ù »óÀÌ ¡æ ¸¶ÄÉÆà ¹Í½ºÀÇ ÀûÀÀÈ°¡ ÇÊ¿ä
4PÀÇ ÀûÀÀÈ¿Í Ç¥ÁØÈ¿Í Á¤µµ¸¦ ¡¦(»ý·«)
1) Barney, J. B.,`Gaining and Sustaining Competitive Advantage`, Addison
2) Miller, A. and G. G. Dess, `Strategic Management`, McGraw-Hill, Intern
3) Mintzberg, H. and J. B. Quinn, `The Strategic Process : Concepts, Contexts,
|
ÀûÀÀÈÀü·«
- ºñ¿ëÀý°¨ - ±Ô¸ðÀÇ °æÁ¦ ´Þ¼º( Á¦Ç°°³¹ßºñ¿ë Àý°¨, ÇÙ½ÉÈ°µ¿ÀÇ ºÐ¸®)
- °í°´ ¼±È£µµÀÇ Á¦°í (¼¼°èÀûÀ¸·Î ÅëÀÏµÈ ±â¾÷ºê·£µå À̹ÌÁö ¼ö¸³)
- ÁÁÀº ¾ÆÀ̵ð¾îÀÇ ¼¼°èÀû È°¿ë(Áö¿ªÀû Á¦¾à ¾øÀÌ È°¿ë°¡´É)
- °æÀï·Â °È(ÀÚ¿øÁýÁß, ±Ô¸ðÀÇ °æÁ¦·Î °¡°Ý°æÀï°¡´É)
ÇöÁö¼ÒºñÀÚ ¿å±¸, ¸¶ÄÉÆà ȯ°æ ´ëÀÀÀÇ ¾î·Á¿ò
- °í°´ÁöÇâÀû ¸¶ÄÉÆà - ÇöÁö¼ÒºñÀÚ ¿å±¸, ¸¶ÄÉÆà ȯ°æÀÇ È¿°úÀû ´ëÀÀ
But, Ç¥ÁØÈ Àü·«¿¡ ºñÇØ »ó´ëÀûÀ¸·Î ¸¹Àº ºñ¿ë
µ¿ÀÏ Á¦Ç° ºê·£µå¿¡ ´ëÇÑ °í°´ÀÇ È¥¶õ
- È¿°úÀûÀÎ °èȹ ÅëÁ¦
Ç¥ÁØÈÀü·« ÀûÀÀÈÀü·« Àå´ÜÁ¡
But,
±Û·Î¹ú¸¶ÄÉÆÃÀü·«ÀÇ °úÁ¦
¼º°øÀûÀÎ ±Û·Î¹úÀü·«À» À§Çؼ´Â
º»»ç¿Í ÀÚȸ»ç°£ Á¤º¸±³È¯ , ÀÎÀû±³·ù,
ÀÇ»ç°áÁ¤ÀÇ ÁýÁßÈ, ÇöÁö°ü¸®ÀÚµéÀÇ ÇùÁ¶¿Í µ¿±âºÎ¿©
¸ÅÆ®¸¯½º Á¶Á÷, ÅëÇÕ³×Æ®¿öÅ©Á¶Á÷
¼¼°è¸¦ ´ÜÀϽÃÀåÀ¸·Î ÀνÄ
ÇöÁöÀÚȸ»çÀÇ ÀÚÀ²¼º°ú »óÈ£ÀÇÁ¸¼ºÀÇ ±ÕÇü
! ±Û·Î¹úÈÀÇ Á¶È
°æ¿µÀÚÀÇ ÇöÁöƯ¼ö¼º°ú ±Û·Î¹ú º¸Æí¼ºÀÇ ±ÕÇü°¨°¢
º»»ç¿Í ÀÚȸ»ç°£ÀÇ ±ÕÇü
±ÕÇü°¨°¢ÀÇ ´Þ¼º
°æ¿µ°ü¸®°úÁ¤
Á¶Á÷±¸Á¶
±â¾÷¹®È
Âü°í¹®Çå
. ¹® Çå
»çȸ°úÇבּ¸ Á¦7±Ç(2000) : ±¹Á¦±â¾÷ÀÇ ÇöÁöÈ Àü·« ¼ö¸³ÀÇ ÀÌ·ÐÀû °íÂû
±Û·Î¹ú½Ã´ëÀÇ ±¹Á¦°æ¿µ ±èÈñö | ¢ßÇй®»ç | 1999.01.10
. ÀÚ ·á
1) Barney, J. B.,`Gaining and Sustaining Competitive Advantage`, Addison
Wesley, 1997.
2) Miller, A. and G. G. Dess, `Strategic Management`, McGraw-Hill, Intern
ational Edition(2nd), 1996.
3) Mintzberg, H. and J. B. Quinn, `The Strategic Process : Concepts, Contexts,
Cases`, Prantice-Hall, International Editi