학술논문
중국 전자 상거래 시장에 대한 분석과 한국기업의 중국 전자 상거래 시장 진출에 관한 연구 / A Study on the analysis of Chinese e-commerce market and entry strategy of South Korean enterprises in Chinese e-commerce market
Document Type
Dissertation/ Thesis
Author
장유 / Zhang, Wei
Source
Subject
Language
Korean
Abstract
최근에 전자 상거래는 지난 몇 년간의 발전을 통해 이미 사람들의 일상생활에 깊이 들어가 있고 결코 없어서는 안 될 존재가 되었다. 그리고 더욱이 중국의 전자 상거래 시장은 놀라운 속도로 성장하고 있다. 이러한 환경에서 중국의 전자 상거래 시장을 연구하는 것은 충분히 의미가 있는 것이다. 본 논문은 주로 각 유형별 전자 상거래 시장 현황의 분석을 통하여 중국 전자 상거래 시장의 특징, 현황 및 미래의 중국 전자 상거래 시장의 발전추세를 심도 있게 연구하였다. 인터넷은 무역과 쇼핑의 국제적인 제한을 무너뜨렸고 동시에 국가 간 전자상거래는 기업이 자신의 경쟁력을 제고시키는 중요한 수단이 되었다는 것은 의심할 여지가 없다. 한·중 FTA에서 국가 간 전자상거래는 특별히 언급되었다. 본 논문은 한국의 대표적 기업인 아모레 퍼시픽 그룹의 중국시장 진출과정을 통해 실례를 분석하여 중국 시장, 특히 중국 전자상거래 시장이 한국 기업에 매우 중요하며 또한 시장조사부터 위험 예방, 상품 품질, 물류 원가와 현지화 정책 등 여러 가지 방면으로 한국기업이 중국 전자상거래 시장을 진입하는데 있어 전략적 의견을 제시할 것이다.
In recent years, e-commerce has been integrated into people’s daily life and become an essential life kill after the fast development of e-commerce in these years. China’s e-commerce market is growing at an alarming rate. In such an environment, it is very significative to study the China’s e-commerce market. In this work, the current situation of various e-commerce markets were analyzed to deeply explore the characteristics and status quo of China’s current e-commerce market, and the future developing tendency of China’s e-commerce market. The trade and shopping broke through the limitation of national boundaries due to the internet. At the same time, cross-border e-commerce has undoubtedly become an important approach for enterprises to improve the self-competition. Cross-border e-commerce was also mentioned specially in China-South Korea FTA. In this study, The China’s market, especially the China’s e-commerce is very important to South Korea enterprises through the instance analysis of the South Korean AmorePacific group as the representative enterprises entering Chinese market. The strategic advices were proposed for the South Korean enterprises tapping China’s e-commerce market by the following aspects: market survey, risk aversion, product quality, logistics cost, and localization policy.
In recent years, e-commerce has been integrated into people’s daily life and become an essential life kill after the fast development of e-commerce in these years. China’s e-commerce market is growing at an alarming rate. In such an environment, it is very significative to study the China’s e-commerce market. In this work, the current situation of various e-commerce markets were analyzed to deeply explore the characteristics and status quo of China’s current e-commerce market, and the future developing tendency of China’s e-commerce market. The trade and shopping broke through the limitation of national boundaries due to the internet. At the same time, cross-border e-commerce has undoubtedly become an important approach for enterprises to improve the self-competition. Cross-border e-commerce was also mentioned specially in China-South Korea FTA. In this study, The China’s market, especially the China’s e-commerce is very important to South Korea enterprises through the instance analysis of the South Korean AmorePacific group as the representative enterprises entering Chinese market. The strategic advices were proposed for the South Korean enterprises tapping China’s e-commerce market by the following aspects: market survey, risk aversion, product quality, logistics cost, and localization policy.