한국기업의 중국 전자상거래시장 진출전략에 관한 연구

• 영문명: Positioning Strategy for Korean Companies to Tap the Chinese e-Commerce Market
• 발행기관: 한국무역연구원
• 저자명: 이재영(Jae-Young Lee)
• 간행물 정보: 『무역연구』제11권 제6호, 469~484쪽, 전체 16쪽
• 주제분류: 경제경영 > 무역학
• 파일형태: PDF
• 발행일자: 2015.12.31

영문 초록

The Purpose of this study is to research the problems of China’s e-commerce market circumstance and to propose the effective method to enter China’s e-commerce market. First, it examined the China’s e-commerce situation. Second, it analyzed the problems of the China’s e-commerce market. Finally, it suggested a entry strategy for the China’s e-commerce market. China’s national growth strategy was refocused on the domestic market, as well as growth in exports. E-commerce continues to grow in order to activate the domestic market. China’s domestic market has grown by enabling e-commerce. Thus, China is a major challenge for companies in the electronic commerce market of Korea. In this study, we present a strategy for the Chinese e-commerce market of Korean companies. The study results were as follows. First, we must seek to enter the market through the traditional Chinese e-commerce companies and strategic alliances. Second, new markets can be accessed through a specialized platform services business in China. Third, the use of each product-specific e-commerce business model is imperative. Finally, to enter the Chinese e-commerce platform for domestic enterprises.

목차

Abstract

I. 서론

II. 중국의 전자상거래 정책 및 기업현황

III. 중국의 전자상거래 현황 및 문제점

IV. 중국의 전자상거래 시장진출전략

V. 결론

References

키워드

Business to Business Business to Customer e-Commerce Platform