ser－M 기반 프리미엄 가전 시장의 경영 전략 메커니즘에 관한 연구: LG전자 사례를 중심으로

[Purpose] The purpose of this study is to analyze LG Electronics’ household appliances business, which has achieved the highest share of the global home appliance market, as a service－M framework, and to derive implications by studying best mechanism cases to secure the company’s global competitiveness. [Methodology] LG Electronics’ household appliances, which have achieved the largest share of the global home appliance market among global home appliance companies, are subject to research. While most of the research in the consumer electronics industry has been done from a microscopic point of view, it is considered insufficient to do so from a macro－ and comprehensive point of view. Therefore, we would like to analyze the mechanisms of representative home appliance companies using the server－M framework and study the mechanisms that succeeded with the high price of LG Signature and premium brand strategy. [Findings] As a result of the case analysis, most of the S－E－R mechanisms that grow businesses with strong leadership of early start－ups worked, but LG Electronics’ household appliances generated results through product advancement and premium brand strategies due to new technology changes, and the main body worked through environmental analysis. Therefore, the most appropriate mechanism was to actively respond to the growing environment (E) of the premium home appliance market, and to utilize the best manpower in developing premium products by consolidating existing R&D organizations and relocating resources. [Implications] This study is very meaningful in that the first integrated consideration of the subject (S), environment (E), resource (R), and mechanism (M) of a consumer electronics company is a case study of a representative consumer electronics business.