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  • SUSTAINABLE DEVELOPMENT AND CULTURAL CONSTRUCTION – A STUDY ON CHINA’S SMALL AND MEDIUM-SIZED PRIVATE ENTERPRISES

    日期:2014-07-21作者:XIA Juanfang专业方向:关键词:China’s small and medium-sized private enterprises

    Abstract: Today, there are two major kinds of enterprises in China, which are state-owned enterprises and private enterprises. The private enterprises have become the important cornerstone and energy source of China’s market economy. The private economy has contributed greatly to the growth of the whole nation economy. However, the China’s private enterprises also confront many new challenges. Most of China’s private enterprises, especially small and medium-sized private enterprises, are facing with inherent problems except other outside factors and restrictions. The thesis briefly explains definition of culture construction and sustainable development of China’s small private enterprises. By using economic methodology and model, the report makes qualitative and quantitative analysis on the relationship between the corporate culture construction and the sustainable development. The culture construction is found to play a crucial role in the sustainable development of the China’s small private enterprises.

  • COMPETION IN CHINA- THE HONEYWELL’S OXIME SILANE BUSINESS

    日期:2014-07-14作者:WU Yongqiang专业方向:关键词:Chinese competitor, Oxime Silane project, PV market

    Abstract: This thesis is talking about Honeywell Fine Chemical department new decision making. Oxime Silane technology was the leader in the world. All of the world silicone RTV producers used Honeywell Oxime Silane as crosslinker with outstanding performance and significant stable quality. Especially in PV and construction application, Honeywell Oxime Silane became the benchmark in this industry which setup by the competitors. Since the capacity blooming in China and Chinese competitors’ quality improved, Honeywell’s value proposition gradually lost, but the selling price still roughly double than local players. In order to keep the market leader and create more value to customer, Honeywell start to launched project “become Chinese competitor” to participate the competition in China and Asia. This text is mainly to descript how the ideas generated by Fine Chemical team and how to convince top management of Honeywell.

  • SYNERGIES OF CROSS BU AND DEPARTMENT COOPERATION IN MULTINATIONAL COMPANY -- BP BU RETAIL BUSINESS DEVELOPMENT IN CHINA

    日期:2014-07-14作者:WU Yanrong专业方向:关键词:Change Management, Cross BU and Department Collaboration

    Abstract: As a 500 fortune and top level company, BP has developed its business all of the word. It’s such a big group and inside has hundreds of BUs and departments. Retail, as a small BU inside BP group has started its business in China from 2004 and in the past 8 years, Retail’s profits are all from the 2 JVs with Petrol China and Sinopec. With the limitation of the China government, Retail is facing a problem of slow or even non increase for its business. So from end of 2011, it considered to development the business of its key product outside 2 JVs which is still not controlled by government yet. Retail gives high hope in this but until now, still has small progress. As a staff in Retail BU, I find that the other BU Castrol is a well known and has very good channel resources. But Retail has not built the synergies with BU Castrol and even not in its own departments. This paper wants to have a detailed discussion based on the real case in BU Retail in BP group and try to give a solution to solve this problem which is cross BU and department cooperation in multinational company.

  • SMARTPHONE MARKETING STRATEGY DEVELOPMENT IN CHINA MARKET -- A CASE STUDY OF TCL COMMUNICATION

    日期:2014-07-14作者:WEN Gang专业方向:关键词:Smartphone, Marketing Strategy, Product, Sales Channel, Branding

    Abstract: Smartphone market is booming in recent years, in which China market is the market which has a big market share but it is quite different from other markets (America, Europe, etc). Main objective of the paper is to investigate smartphone marketing strategy development in China market. Market strategy is in the scope of corporate strategy. A literature review is provided on corporate strategy and marketing strategy. And literature of change management is reviewed when marketing strategy need change. Research is made on smartphone market characteristic, difference between China market and international market. The Proposition is smartphone marketing strategy development in China market need take local environment factors (consumers, Operator, sales channels etc) into account. The study employed qualitative analysis methodology. A case study on TCL communication is made to study smartphone marketing strategy development in China market. TCL communication made successful in overseas market but not in China market. What is the KSF in overseas market and China market separately? The analysis includes smartphone market analysis, difference between China market and global market in term of consumer, Operator, sales channel. Results from the analysis justify that product, sales channel and branding are three most important factors when one company develop marketing strategy. Limitations are discussed at last. With right marketing strategy, Apple, Samsung, Xiaomi, Oppo, Lenovo made success in China market already. TCL communication has adjusted marketing strategy for China market, and view some output but it need more time for the marketing strategy to fully implement and have effective output.

  • MANUFACTURERS HOW TO MANAGE ON-LINE AND OFF-LINE CHANNELS CONFLICTS

    日期:2014-07-14作者:WANG Yaqin专业方向:关键词:On-line & off-line, E-commerce, Channel conflicts, HBI

    Abstract: In China, the netizen population has achieved to 404 million according to the statistic data public from the Industry and Information bureau by April 22, 2010. From the statistic, we could find that internet has become a must have tool in people’s daily life, work and study. It also influents all aspects to industries like e-commerce, media, on-line game, search engine etc. It is a huge influence to manufacturing companies when internet brought e-commerce platform to them which is total brand new channel. Although e-commerce in China compares with western developed countries, it’s still in an initial stage. But as the obvious advantages of low cost and high efficiency by e-commerce has attracted thousands manufacturers want to transfer their business model from off-line to on-line. In this e-commerce age if a company wants to be successful, it not only need to solve the issues from the current off-line channels but also to develop on-line business. The most important is to solve the conflicts between those two channels and work out a reasonable plan for balancing the conflicts from a long-term developing perspective. This project is object to present the complexity and conflicts while manufacturers are running business in different channels. And try to offer recommendations to manufacturers on the different channels management based on the case study of HBI Company.

  • Innovation in Game Development

    日期:2014-07-14作者:WANG Xiao专业方向:关键词:China, Webpage/mobile Game, Development

    Abstract: Webpage/mobile game is today one of the fast developing industry in China. The purpose of this thesis is trying to have a summary of some different innovation and methods with real industry case studies and statistical data. And it is useful for the small webpage / mobile game developers to have a better and sustainable growth.

  • A STUDY ON THE METHODS OF EVALUATION FOR MULTINATIONAL COMPANY ACQUIRING CHINESE PRIVATE COMPANY

    日期:2014-07-14作者:TU Zhengrong专业方向:关键词:M&A, Business Evaluation, Multinational Company, China private Company

    Abstract: Along with the global economic recession in US and Europe, more and more multinational companies are deciding to develop their international expansion strategy in China. Except organic launch, to acquire good private companies with simple equity structure becomes MNC favorite. This thesis is on the stand of the MNC buyer to study why the companies choose merger and acquisition to expansion and focus on the question of how to evaluate the target private company and choose the methods to decide the purchase price. As Chinese private company’s poor quality on finances and high probability on tax evasions, the choice of valuation methods is very crucial. By analysis two methods of evaluation and study a specify case, it is concluded that discounted cash flow model is ascertained dominated but associated with market multiple method as supplementary. The whole paper is divided by five chapters. Case study’s background derived from a real case but the data has been modified for confidential reason.

  • BUSINESS PLAN FOR JAPANESE SME IN THE CHINESE SNACK MARKET -- A CASE STUDY OF MIKADOYA

    日期:2014-07-14作者:SHIKASHO Takeshi专业方向:关键词:China, Snack Company, SME, Business Plan

    Abstract: China is today one of the fast developing economies and most attractive market in the world. Those who are living in urban areas in China desire for authentic, foreign, exotic and safe things for daily life. The purpose of this thesis is trying to provide the Japanese Small and Medium Enterprises (SMEs) with a general understanding of the business environment in China and recommendations of how they can enter China with resource limitation. In order to be objective and practical, firstly I describe the marketing strategy of Japanese SMEs in Japan with reference to the case of Mikadoya, a Japanese snack company. Secondly I examine the Chinese market by PESTEL analysis and extract the profile of target customer of Mikadoya. Thirdly, I try to find the difference of consumer behavior between Chinese and Japanese by qualitative and quantitative approach. And finally I propose the business plan to Mikadoya in China by adjusting its own strategies in Japan.

  • MARKETING ENTRY/GROWTH STRATEGY IN EMERGING MARKETS --FOR FEED [FOOD] EQUIPMENT IN SOUTHEAST ASIA

    日期:2014-07-14作者:MENG Zhanpeng专业方向:关键词:Emerging market, Customer behavior, Trade Barrier

    Abstract: Southeast Asia, the same as China, is today one of the largest emerging market in the world. The purpose of this thesis is trying to explore the coherent link between the market entry/growth strategies with a specific emerging market. The thesis is also trying to make a general understanding of business environment in Southeast Asia and recommend how a Chinese company can implement their international activities successfully for the sustainable growth in Southeast Asia.

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