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- P-ISSN1738-3110
- E-ISSN2093-7717
- SCOPUS, ESCI
ISSN : 1738-3110
A Case Study on Channel Strategy of Dongfeng Yueda-Kia Motor
Lee, Ja-hyuk
Park, Ji-hoon
Abstract
China has been recognized as the land of opportunity to provide valuable assets owing to dramatic economic developments in a recent year. In particular, 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 Dongfeng Yueda-Kia Motor. In order to accomplish of this, we visited production factory and sales office located in Shanghai, China during the period from April 20 through April 23, 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.
- keywords
- 중국자동차시장, 동풍열달기아, 유통채널, 유통채널전략
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