중국시장에서의 중국식 마케팅 전략에 대한 연구

Abstract

A Study on the Chinese-style Marketing Characteristics in China : Focused on the Culture-marketing Feature, the Culture-consuming Relationship and the Cases of Chinese-style Marketing Park, Sang-soo Recently for 5 years Chinese market has increased by 12.7% per annum, and Chinese market ranked the 5th in the world by 1 trillion or more dollars in 2006. Through 2008 Beijing Olympic and 2010 Shanghai EXPO, Chinese market will be the 3rd in the world, and it will be expected by 14.1% and will be the 2nd in 2015.Like this the remarkable econmic growth is caused by the sudden increase of the middle class who is dominating Chnises market demand by high growth of economy. There are 200 million consumers who consist of 30 million high class consumers and 160 million middle class consumers. The incredible increase of income naturally affects the spending pattern, and it is perceived new spending behavior. Therefore, we should understand Chinese-style marketing keenly in China.For understanding "the Chinese-style marketing characteristic of Chinses market", I focused on the culture-marketing feature, the culture-consuming relationship and the cases of Chinses style marketing in my paper.