중국 상품유통업의 발전추이에 따른 한국 소매업의 중국진출전략

• 영문명: The Marketing Strategy of Korean Retailing in China according to the Development of Chinese Distribution System
• 발행기관: 한국상품학회
• 저자명: 황춘화(Huang Chun-Hua) 정현립(Chung Hyun-Lip)
• 간행물 정보: 『상품학연구』제32호, 323~349쪽, 전체 27쪽
• 주제분류: 경제경영 > 경영학
• 파일형태: PDF
• 발행일자: 2004.08.01

영문 초록

The objective of this thesis is to study Chinese distribution system in terms of products and to suggest the marketing strategies to Korean retailers that will enter China. Thereupon, this paper examines how Chinese distribution system has been evolving and how Chinese environmental forces besides Chinese government policies have been working on. Through reviewing these, we have classified the developing process of Chinese distribution system into several stages on the basis of life cycle theory: sprout, control, development, introduction, growth, and mature. Not that Chinese governmental policies and other environmental variables have had great influences on retailing in China as well as entering China market. Korean retailers should analyze these variables completely and work in China with competitive advantage. Therefore, we propose that Korean firms should choose the following: targeting potential markets, choosing the pr\omising business, understanding Chinese culture and bringing up the distribution experts, strengthening distribution networks, and getting helps of Korean government.

목차

Ⅰ. 서론

Ⅱ. 중국 상품유통업의 발전추이

Ⅲ. 외국기업의 상품유통업 진출현황

Ⅳ. 한국 소매업체에게 주는 시사점

Ⅴ. 결론

참고문헌

Summary