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South Korea's Lotte Group Brand Strategy

Author: ShiXiaoZuo
Tutor: JinDingHai；ZhangJiaPing
School: Shanghai Normal University
Course: Communication
Keywords: South Korea Lotte Group Korean Culture Korean Lotte Group Corporate Brand Management
CLC: F416.82
Type: Master's thesis
Year: 2010
Downloads: 395
Quote: 2
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Abstract


South Korea’s largest enterprises contribute a lot to South Korea in the past 40 years, these companies has contributed to the rapid development. In this essay, South Korea’s Lotte Group, as a case study using transnational perspective to the establishment of its corporate brand strategy and shaping. Analysis from three aspects in general, they are native Korean Lotte Group, Korea’s corporate culture, brand management guidance of the various strategies and external communication strategies. South Korea’s Lotte Group, as the development of successful cases of large enterprises, reflects the Korean culture and the related tenacity and dedication of Lotte corporate culture, and the unity of this culture. Brand management, compared to other large corporate brand management of a variety of typical cases of Lotte in the food-based industry, the tourism industry for the brand based on the internal unity of the coordination framework, and Lotte brand management point of view of the multi-business success. In the way of communication, built the world’s tallest building Lotte - Korea International Business Center to become the focus of attention, so that Lotte Group continues to serve as the manufacturer to achieve a "soft spread" effect; also optimistic in relation to the integration of multi-channel marketing mode of transmission has done a lot of effort on EDS interactive video network, also they continue to create the identical symbol system constantly to make audiences be "Lotted". Those from the corporate culture, corporate brand management to the company’s external communication strategy experience of our growing brand at this stage are a reference and has consultation value.

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CLC: > Economic > Industrial economy > The world's industrial economy > Industrial sector economy > Light industry,handicrafts > Food
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