초록
영어
The change of life style of the moderns their sense of value is changing today quickly from world-wide anger inside. The change of the woman relation consuming market which it follows specially in social advance augmentation of the woman the widely known broad way is such more. When as the woman related product will do and it means the grade yearly cosmetics market will be associated. The cosmetics is because the interest of all women is the object.
Sees the competition of the multi nationality enterprises from this cosmetics market is keen from advance of the foreign nation enterprises which it follows recently in growth of Chinese market. Cosmetics relation market of China early this Europe and the US enterprise discrete point are doing activity of the Japanese enterprises are active.
The successful yes or no of merger strategy of the kao of this time also probably will accomplish the management myth of one kao, and to be evacuated from Chinese market and it is a section which will have the interest probably. From like this actuality inside merger strategy of the kao it analyzes a strategy in the center with to search the subjects the kao against the successful yes or no of new transformation and the enterprise, it does to sleep.
목차
1. 연구 목적 및 방법
2. 花王(kao)와 鐘紡(kanebou)의 起源
3. 花王(kao)의 전략
1) kao의 위기
2) 새로운 도전
4. 합리주의와 정서경영
1) 합리주의 경영
2) 정서마케팅 전략
5. 맺음말
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