중국 상품유통업의 발전추이에 따른 한국 소매업의 중국진출전략

Abstract

The objective of this thesis is to study Chinese distribution system in terms of products and to suggest the marketing strategies to Korean retailers that will enter China. Thereupon, this paper examines how Chinese distribution system has been evolving and how Chinese environmental forces besides Chinese government policies have been working on. Through reviewing these, we have classified the developing process of Chinese distribution system into several stages on the basis of life cycle theory: sprout, control, development, introduction, growth, and mature. Not that Chinese governmental policies and other environmental variables have had great influences on retailing in China as well as entering China market. Korean retailers should analyze these variables completely and work in China with competitive advantage. Therefore, we propose that Korean firms should choose the following: targeting potential markets, choosing the promising business, understanding Chinese culture and bringing up the distribution experts, strengthening distribution networks, and getting helps of Korean government.