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롯데마트와 중소 협력사의 중국시장 동반진출사례연구 : 단계별 저해요인과 지원방안

A Case Study on the Cooperation Strategy of Lotte Mart with SMEs in Entering China Market : Special Emphasis on the Impediments and Support Policies in the Phases of Entry

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키워드

주제분류경영학

초록

한중 FTA 협상이 진행되고 있는 상황 하에서, 최근롯데마트는 중국시장에 진출을 희망하는 전국단위의 중소업체들 가운데서 중국시장에서성공가능성이 높은 중소업체의 상품을 중국현지의 롯데마트에서 대규모 입점하는데 성공하였다. 본 연구는 롯데마트 경영진 및 담당직원 그리고 해당 중소기업 임직원들과의심층면접을 통하여 중국시장 해외 동반진출의 과정을 국내선별 단계(①서류접수, ②심사및 선정), 무역장벽 극복 단계(③중국內 인허가, ④수출통관 절차), 현지판매 단계(⑤Test-Marketing, ⑥안정적 판로확보)의 크게 3단계, 세부적으로는 6단계로 구분하고 각단계별로 중국시장 해외 동반진출의 저해요인과 이를 극복하기 위한 정부의 정책적 지원내용 및 방향에 대하여 제시하였다.

Abstract

Recently, Lotte Mart has been searching national wide for SMEs thatare potential to succeed in China Market, and successfully imported their productsto China Lotte Mart in large scale. This study adopted in-depth interview with seniormanagers, officers in charge from both Lotte Mart and SMEs, and divided theprocedure of their entering China market into three stages. Firstly, the stage of LotteMart screening and selecting qualified partners domestically (①application and papersubmission, ②evaluation and selection). Second, stage of overcoming trade barriers(③licensing in China, ④custom clearance and related process). Lastly, stage ofselling products in local market (⑤Test-Marketing, ⑥securing distribution channels). The three major stages of entry can be further divided into six sub stages, and foreach stage, difficulties that Lotte Mart and SMEs face will be described and discussed

참고문헌 (44)

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