한국 온라인 쇼핑몰의 중국시장 진출 전략 연구

Abstract

Online shopping market in China is growing rapidly along with the increasing development of IT infrastructure, internet, and mobile device integration. Together with the government support of revitalizing the domestic market and improving the underdeveloped payment logistics system, China’s potential online shopping market is being promoted substantially. Although there are many examples of success and failure of global and Korean corporations that already have been competing in the China online shopping market, more research in this field is required. Therefore this study analyzes the present condition of online shopping market of China and tries to resolve the obstacles of entering the market, simultaneously suggesting strategies of advancing Korean online shopping malls in the Chinese market. The obstacles of entering China’s online market, such as legal issues, cost efficiency, and the customs related issues, have been described in this thesis. In additional some major problems of Korean online shopping malls have been analyzed, and some implications through an actual survey have been suggested. The strategies of advancing Korean online shopping malls in the Chinese market are as follows: First of all, set the selling targets and products by analyzing Chinese market. With help of market segmentation it's important to classify Chinese consumers by gender, age, and region. Basing on the sales patterns and market analysis proper marketing strategies have to be established. Second, enhance the competitiveness of a shopping mall site. The main factors that determine sales rates of an internet store are reviews and word of mouth by the actual customers, thus proper services and systems must be provided. Third, utilize various marketing strategies. Create a high efficiency at a low cost by throwing events for special occasions, such as the Single's Day, the biggest shopping day in China, and the Chinese New Year's Day, the country’s biggest holiday, or through viral marketing utilizing WeChat, Weibo, blogs and so on. Fourth, systematize customer service. Since the service level of shopping mall leads to purchase, specialized customer service should be provided to satisfy customers and overcome cultural differences Fifth, develop and redeem logistics system and develop related infrastructure. Lower the logistics cost and enhance the quality of shipping service by developing logistics information network using advanced logistics technology, utilizing simplified clearance supported by government, selecting appropriate shipping method such as outsourcing and so on. As the online shopping market in China is huge and has enormous potential for future development, there are a fierce competition and various internal and external obstacles. To enter the Chinese market and succeed, an analysis of Chinese online market to promote Korean online shopping malls’ sales with effective strategies of advancing in the Chinese market has to be made in advance.