대 중국 B2C 전자상거래 수출 마케팅의 전략적 시사점에 관한 연구

• 영문명: A Study on the Strategic Implications of the B2C E-commerce Export Marketing toward China
• 발행기관: 한국무역연구원
• 저자명: 홍선의(Seon-Eui Hong)
• 간행물 정보: 『무역연구』제13권 제6호, 353~369쪽, 전체 17쪽
• 주제분류: 경제경영 > 무역학
• 파일형태: PDF
• 발행일자: 2017.12.03

영문 초록

Currently, many e-commerce professional organizations are focusing on China as the most important market of the future B2C e-commerce market. In fact, China’s B2C e-Commerce imports in 2014 amounted to 150 billion yuan, and in 2018 it is expected to grow more than seven times to 1 trillion yuan. In China, Korean products are still popular. Thus, demand for Korean consumer products continues. Such a phenomenon has emerged as a new export opportunity for Korean SMEs and small exporters. Therefore, this paper attempts to investigate the type of transactions relative to B2C e-commerce through theoretical consideration of B2C e-commerce transactions between internationalcountries. Then thecurrent status of imports and exports in terms of B2C e-commerce in Korea and China as well as the problems from the viewpoint of export marketing are explored. Finally, strategic implications necessary for the development of B2C e-commerce export strategy in China are presented.

목차

Ⅰ. 서론

Ⅱ. B2C 전자상거래 무역의 이론적 고찰

Ⅲ. 세계 B2C 전자상거래 무역 현황

Ⅳ. 한·중 B2C 전자상거래무역 현황과 수출마케팅 시사점

Ⅴ. 결론

키워드

B2C China E-commerce Export Strategy Strategic Suggestions