韓國 Fashion 企業의 對中國 直接投資 問題點과 改善方案

A Study on the Problems and Improvement Scheme on the Foreign Direct Investment of Korean Fashion Companies in China - Focusing on the Analysis of Successful Case of ELAND

The purpose of this study is to propose constructive strategies for Korean fashion companies who plan to enter Chinese fashion market through direct investment. The proposal was made by analyzing current FDI status of Korean fashion companies in China as well as the successful FDI cases in China s fashion Market such as Eland. Korean FDI fashion companies will form a new spiral if they build efficient integrated fashion business system from local planning, production to the sales to target China s domestic market. Based on the facts above, this study presents differentiated marketing strategy and localization strategy needed for Chinese market occupancy through analysis on Korean Eland case. First, in order to enter the Chinese market successfully, market segmentation and consumer segmentation for the target market should be conducted to collect accurate information and analyze about this. Second, 4P strategies for the target market should be made out. Korean fashion companies should make effort for the high quality of products and higher level of distribution channels, reasonable price strategy, aggressive advertising strategy, and also the localization of products and labor force. Last but not least, brand strategy is most important. China s consumer brand loyalty is rather high. So if Korean Fashion companies increase their brand awareness in China and develop China s fashion market as the global base, occupancy and further growth of Korean fashion brands toward global brands will be even more tangible.