Journal of Industrial Convergence (산업융합연구)

DAEHAN Society of Industrial Management (대한산업경영학회)
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A Case Study of Marks and Spencer lost China

로스트 중국에 대한 마크스앤스펜서의 사례연구

  • Jin, Hong (School of Business, Jiangxi Normal University) ;
  • Miao, Yunting (School of Business, Jiangxi Normal University) ;
  • Park, Seong-Taek (Department of MIS, Chungbuk National University)
  • ;
  • ;
  • 박성택 (충북대학교 경영정보학과)
  • Received : 2018.04.25
  • Accepted : 2018.06.15
  • Published : 2018.06.30
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Abstract

It is no accident that Marks & Spencer lost the Chinese market. This paper will analyze the reasons why Marks & Spencer failed to expand the Chinese market from five aspects: market environment, strategy, market positioning, marketing strategy and site selection. Discuss the enlightenment that the case brings to the enterprise in terms of culture, strategy, positioning and marketing. As a result, we found that strategies for culture, strategy, positioning, and marketing play an important role in creating corporate management strategies and competitive advantage. The results of this study are likely to be used as a very important guideline on a practical level.

마크스앤스펜서가 중국 시장을 잃은 것은 우연이 아니다. 이 논문은 Marks & Spencer가 시장 환경, 전략, 시장 포지셔닝, 마케팅 전략 및 사이트 선택의 다섯 가지 측면에서 중국 시장을 확장하지 못한 이유를 분석하고자 한다. 이를 통해 문화, 전략, 포지셔닝, 마케팅 측면에서 이러한 전략이 기업에게 가져다주는 시사점에 대해 논의하고자 한다. 분석결과, 문화, 전략, 포지셔닝, 마케팅 차원에서의 전략이 기업의 경영전략 및 경쟁우위를 창출하는데 중요한 역할을 한다는 사실을 발견하였다. 본 연구결과는 실무적인 차원에서 매우 유요한 가이드라인으로 활용 가능할 것으로 보인다.

Keywords

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