百思买的海外建立与推广

本文的主题为百思买的海外建立与推广，分五大部分对该主题进行研究。本文采用文献法。首先，对本文的研究背景，研究的需要和研究意义以及其结构框架做了简要的介绍。另外，论文在文献综述环节，提及了前人研究和遗留问题两部分。文章对百思买的海外经营案例进行分析，介绍了其在海外的双品牌策略。此部分内容还阐述了运用双品牌策略产生的显著效果。然后，分析了百思买的客户为中心的模式和留住人才的海外推广策略。在最后的部分，作者对全文进行总结，并提出对百思买今后的发展方向的研究建议。

关键字： 海外经营战略；双品牌策略；客户核心
Abstract

This paper focuses on the overseas building and promotion of Best Buy and it is divided into five parts to study. This article uses the literature method. First, it gives a general introduction to the general background, need and purpose for the study, and the organization of the thesis. In addition, the paper also mentions the previous studies and the remaining problems in the part of literature review. Then it is the analysis of the case of Best Buy.  It introduces the dual brand strategy in overseas. This part also elaborates the significant effect in the use of double brand strategy. It is then the analysis of the overseas promotion strategy of Best Buy which is customer centricity model and the retaining talent. In the last part, the author summarizes the whole paper and suggestions for future development direction of Best Buy.

Key words：overseas business strategy; dual brand strategy；customer centricity

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