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Marketing strategies of Chinese companies - Focus on Germany und Europe
Fenghua Tang
Verlag Diplomica Verlag GmbH, 2010
ISBN 9783836640985 , 84 Seiten
Format PDF, OL
Kopierschutz frei
Geräte
Marketing strategies of Chinese companies
1
Table of contents
3
LIST OF ABBREVIATIONS
5
LIST OF FIGURES
6
VLIST OF TABLES
7
Introduction
8
1.Background
10
1.1 Upgrade in high-tech-premiership
11
1.2 “Go global”- politics of Chinese central government
12
1.3 Securing resource
13
1.4 Know-how transfer
14
1.5 Motivation from inside China
15
1.6 Advantage by state-aid
16
1.7 Strategic objectives and measures
16
2.Chinese companies in Germany
19
2.1 Introduction of Chinese companies
20
2.2 area and branch
25
3. Marketing strategies of Chinese companies
30
3.1 Marketing basic strategies
30
3.2 Possible options of marketing entry strategies
31
3.3 Marketing entry-strategies of Chinese companies
35
3.3.1 Entry without marketing effort
36
3.3.2 Entry with marketing effort
38
3.3 Steps of Chinese investment overseas and competitive strategies
52
3.4 Other strategies
56
3.4.1 Regional Market exploration
56
3.4.2. Market segmentation strategy
56
3.4.3. Industry concentration as platform of globalization
57
3.4.4. IPO overseas
57
3.4.5. Application of traditional strategies
58
4. Issues in China's internationalization
60
4.1 Integration issues in Chinese M&A
60
4.2 consideration before divesting to a Chinese acquirer
62
4.3 Others issues in China's internationalization
63
4.4 Solutions
64
5. Challenges and Chances for German companies
66
5.1 Challenges as competitors from China
66
5.2 Chances as strategic partners from China
68
6. Conclusion
71
BIBLIOGRAPHY
73
INTERNET SOURCE
76
APPENDIX
78
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