한국 기업의 중국 유통시장의 진출 전략에 관한 연구

A study on the Entry Strategy of Chinese Distribution Market in Korean Company

The China has opened the distribution market completely since it joined the World Trade Organization on Dec 11 2001. The notable features of Chinese distribution market are the transition from the consumers’monolithic demand to diversification for the luxury goods, well-being products. The regional characteristics of consumers are smart, conservative, optimistic and advanced. and the open door policy has prompted the capitalistic economy gradually. We analyzed the Chinese distribution markets and came up with the following strategies. First, we recommend the setting of the key regional market not covering the whole chinese markets. then we can extend the main market step by step. Second, we need to cooperate and advance with the Korean distribution companies which entered into markets already. Third, we need to acquire the competitive and stable distribution channel in China. Fourth, we need to implement the localization strategy in terms of human resources and procurement. Fifth, the consignment management can be another strategy. I hope this research can be a little help to those who wish to expand to the Chinese markets.