중국 소비시장의 새로운 플랫폼

• 영문명: New Platform of Consumer Market in China: Development Strategy of Lao Zihao (China Time-honored Brand) by New Retail
• 발행기관: 중국인문학회
• 저자명: 오혜정
• 간행물 정보: 『중국인문과학 』제72집, 595~610쪽, 전체 16쪽
• 주제분류: 인문학 > 문학
• 파일형태: PDF
• 발행일자: 2019.08.30

영문 초록

As Chinese government started converting its paradigm of economic development to consumption-oriented one, various changes have emerged in consumption structure and consumption behavior. Expansion of mobile-oriented consumer market by utilization of the internet platform and convenience of mobile payment system is the biggest cause of changes in Chinese consumption structure. Among those strategies, 'New Retail,' introduced in 2016, has combined advantages between online and offline, and solved consumer's service experience and of existing online distribution problems. And it is also increasing consumer satisfaction as well as operation efficiency of companies or relevant platforms by upgrading the entire consumption process. This study has analyzed development status and development models of 'New Retail' focusing on the example of new retail model of 'Lao Zihao: China Time-honored Brand.' In addition, it has suggested opinions for direction of consistent development of Lao Zihao and New Retail strategy.

목차

Ⅰ. 서론

Ⅱ. 신소매의 정의 및 발전배경

Ⅲ. 중국 전통브랜드(老字号)의 신소매 사례

Ⅳ. 결론

키워드

New Retail Lao Zihao (China Time-honored Brand) O2O (Online to Offline) Consumption Innovation Model Brand Development Index