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북경현대차(BHMC)의 중국시장 유통채널전략에 관한 사례연구
이장로(Jang Rho Lee),박지훈(Ji Hoon Park),이재혁(Ja Hyuk Rhee) 한국경영학회 2008 Korea Business Review Vol.11 No.2
중국의 자동차시장은 급속한 경제성장에 맞물려 자동차 수요가 2010년에는 국내시장 대비 2.4배 이상의 규모인 570만대, 세계 3위의 자동차시장 규모에 이를 것으로 예상 되고 있다. 또한 점차 사회 및 투자인프라의 안정화가 이루어지고 있어 세계의 글로벌 기업들에게 있어서 중국 자동차시장은 부(富) 창출의 시장이며 기회의 땅으로 인식되고 있다. 이와 반면, 중국은 전 세계의 자동차 기업들이 이미 진출해 있는 세계 자동차기업의 각축장이라는 위협의 시장이기하다. 2002년 5월 북경기차와 합작투자를 수행함으로써 중국시장 진입이 현실화가 된 현대자동차로서 직면한 과제는 무엇보다 중국시장을 어떻게 침투할 것인가의 문제였다. 특히 중국의 자동차 채널환경은 한국과는 크게 달라 이러한 문제는 더욱 어려움을 증폭하기 충분했다. 본 사례는 2006년 5월 17일부터 5월 19일의 기간 동안 현대자동차의 북경 공장 및 대표사무소를 방문하여 인터뷰를 통해 수집한 자료를 기초로 2002년 5월 북경현대가 중국 자동차 산업에 첫 발을 내딛을 무렵 그들에게 직면한 유통채널 환경과 그들이 유통채널의 어려움을 해결하기까지 그 과정에 대해 면밀히 살펴본다. China has been recognized as the land of opportunity to provide valuable assets owing to dramatic economic developments in a recent year. Especially, automobile industry in china has been noticed by MNCs due to increasing of both steady demands and positive further expectations. The primary purpose of this case research is to examine distinctive channel strategy of automobile environment in China from the viewpoint of Beijing-Hyundai Motor Company. In order to accomplish of this, we visited production factory and sales office located in Beijing, China during the period from September 17 through September 19, 2006. We expect that this case study provides with more opportunity to contribute to practical implications for Korean MNCs which do not entry china market yet.
이장로(Jang Rho Lee),박지훈(Ji Hoon Park) 한국경영학회 2009 經營學硏究 Vol.38 No.4
The increasing interest among business firms to understand and respond more effectively to consumer’s dissatisfactions, complaints and defections is prompted largely by the economics of market penetration strategies. Such strategies depend on a firm’s success on two fronts: attracting new customers and selling more to current customers. In other words, understanding consumer dissatisfaction and its outcomes, a focus of consumer complaint behavior(CCB) research, has become a critical factor for business firms pursuing market penetration strategies where selling more to existing customers oftentimes is the key to profitability. However, the scope and breadth of previous CCB researches has been limited compare to their efforts. While most previous studies on offline-based CCB have focused on a variety of determinants of CCB based on Singh(1988)’s CCB typology, little is researched on CCB with situations under both online-based CCB and cross-cultural perspectives. Moreover, the extensive consumer complaining behavior (CCB) literature that has emerged since the 1970s has focused almost exclusively on U.S. consumers, and the few CCB studies conducted Out-side of the United States have suffered from a lack of integrating theory of how cultural influences CCB. To address these limited streams of previous research and further our understanding of e-CCB, this study was focused on the perspectives of determinant issues of e-CCB. As a result, this study’s findings clearly demonstrated that various variables have significant and different influence on the typology of e-CCB between Korean and U.S. samples.
인지된 공정성과 제품 원산지가소비자불평행동과 고객유지간의 관계에 미치는 조절효과
이장로 ( Jang Rho Lee ),조영삼 ( Young Sam Cho ),김보영 ( Bo Young Kim ) 한국국제경영학회 2014 國際經營硏究 Vol.25 No.2
This study empirically tested a conceptual model to comprehend the relationship between customer complaint behavior (CCB) and a probability of continuing a relationship with the firm by focusing on the automobile industry. Further, we examined the moderating effects of perceived justice on complaint management and country of origin (COO) on the relationship. Survey results from 222 domestic automobile consumers and 232 foreign automobile consumers showed that all the three types of CCB, voice, private, and third party response behaviors, had negative effects on the continuing relationship. Also, the negative relationship between voice response behavior and continuing relationship was weaker when consumers’ perceived justice on firm’s complaint management was higher. In addition, there were significant differences between the two consumer groups driving a domestic or foreign car. The negative relationship between private response and continuing relationship was weaker for the consumers driving a foreign car than the ones driving a domestic car. Based on findings, this study provides important theoretical and practical implications on the service marketing field.