International Journal of Advanced Culture Technology

The International Promotion Agency of Culture Technology (국제문화기술진흥원)
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Strategies in China Heavy-Duty Truck Market from the Perspective of Design Thinking - A Case Study of Sichuan Hyundai

  • Zhang, Qingqing (Department of International Area Studies, Daejin University)
  • Received : 2018.08.13
  • Accepted : 2018.09.01
  • Published : 2018.09.30
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Abstract

As an international company in the automotive industry for years, Sichuan Hyundai has encountered serious difficulties since its entering into China. With huge investment and great ambition to conquer the China commercial vehicle market, successive setbacks have put the company in jeopardy. Design thinking, emphasizing "user-driven innovation" can help to look for effective and possible solutions from a very strong and effective perspective. This thesis first provides a comprehensive look of the economic background of China in order to get a overall understanding of the market. Then the paper did an analysis of Sichuan Hyundai from the perspective of design thinking. By identifying the reliability bias of Sichuan Hyundai, key problems such as the product, advertisement and cultural communication were discussed. With a emphasis on the intuitive thinking, the paper provides some feasible solutions and also implications for the future development.

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