중국의 소비변화에 따른 B2C 국경 간 전자상거래 수출 증대 전략

• 영문명: B2C Cross-border e-Commerce Export Growth Strategy according to Chinese Consumption Change
• 발행기관: 한국무역연구원
• 저자명: 홍선의(Seon-Eui Hong)
• 간행물 정보: 『무역연구』제15권 제4호, 503~520쪽, 전체 18쪽
• 주제분류: 경제경영 > 무역학
• 파일형태: PDF
• 발행일자: 2019.08.30

영문 초록

Purpose - The purpose of this study is to examine the current state of cross-border e-commerce in China, analyze the current state of China s consumption change and its characteristics, and then present a strategy for increasing B2C cross-border e-commerce exports in Korea. Design/methodology/approach - For this study, literatures were collected from research papers in Korea, China and abroad. Based on the literature analysis, we derived a strategy for increasing B2C cross-border e-commerce exports in line with Korea’s current situation. Findings - The strategy for increasing exports is presented in terms of product development and platform and marketing tools suitable for the Chinese e-commerce market. In terms of product development, we tried to find a way to develop a product that meets the changing consumption of Chinese consumers. In addition, we derive a match strategy with China s B2C cross-border e-commerce platform, which is highly compatible with products. Finally, we presented the strategy of using WeChat and Weibo as export marketing tools. Research implications or Originality - This study focuses on changes in consumption and changes in cross-border B2C e-commerce transactions as China s income increases. This change in consumption has also been found to affect cross-border B2C e-commerce, leading to changes in purchased products. The difference from the previous researches is that a new export growth strategy was established and suggested in accordance with these changes.

목차

Ⅰ. 서론

Ⅱ. 중국 소비시장과 소비자 구성의 변화와 특징

Ⅲ. 한국과 중국의 국경 간전자상거래 현황과 특징

Ⅳ. 중국 국경 간 전자상거래 구매 특성과 수출증대 전략

Ⅴ. 결론

키워드

B2C, China Cross-border Consumption E-Commerce Export [Strategy