韩国企业国际化战略.docx

*2006 * (Internationalization of enterprise and international marketing strategy) (Internationalization of enterprise and international marketing strategy) (,4)* , , , . 4 . 1 , . 2 3 - , , . 3 - . 4 . 1 1 2 2 3 . 1 1. 2. 3. 4. 2 .1. 2. 3. 4. 5. 6. 3 1. .2. .3. . 1 1. () .2. 2 .1. .2. .3. . 4 1 1 1. 2. 3. 4. 5. . . , , . (, , ), ( ), ( ) . , , , , . . 2 , , , . 4 . 1 , . 2 3 - , , . 3 - . 4 . 2 200 . , . . . 3 . 1 1. . . . . ., . , , , . . , . (, ) (, ) . . , . , , () .2. , . . . , . . . . , .3. (1) , , . . . , . . ( , ), . . WTO . . . . , , , . () 1. 2. ( )3. 4. N 1. 2. 3. 4. , . . (2) ? 5 . . . . , , . . . . , , . .4. . , . , , .1990 EU, . . . . , , . . . , , . , , , , , , . (R. Marshal) “” (Dunning) “”, (R. Reich) “ ” “” . . 2 1. . (American Marketing Assodiation: AMA) “ , , , , .1)” . . (domestic marketing) , . , . , , . . , , . , , . . , .2. (1) . . (Adam Smith) (theory of absolute advantage) (David Ricardo) (theory of comparative advantage) . . . . . . . (2) . , , , . . , . , , . , , . . . . . . . . . . . . , , . (3) (internalization Theory) . . . . . . . , . , .(Buckley and pierce, 1979) .3. (1) , , . . , . . . . . , . .(2) . (Keegan, 1995) 4 . . 1 500 . , ., . . , . . , . . . .(3) , . , . . . . , . .4. (1) . . . . . , , . , . .(2) . (4-1) . , . .(3) . . . . , . , ., . . . . .5. (1) (political risk) “ ” . . 1959-60 1979 . . (country risk) , ( ), , , , , (), (default), (2) . , . . , , , , . . . . , , . .(3) , , , ., . ., 3 , , . , . , ., . 6. (1) ( ) . . . , . . . 1 . , .(2) . . . . . 39 . . . . .(3) (Licensing) (licensor) (licensee) , (patent), (trade secret), (know-how), (trade- mark), (knowledge), (technical proc