한국기업의 對중국 직접투자 10년 : 기업가치의 실태연구

China's join as a member of the WTO will pave the way for greater economic development. Through this golden occasions, China strong potential and endless possibilities of reform are known all over the world. This mean that China's political and economic capacity has been recognized in the world. China is now the No. 1 country in the probability of luring overseas investment and surpassing the USA. The more developed China is, the more consumers it has. Economically speaking, merely a population of 0.1 billion would be enough to move a country's economy. But the Chinese population is 1.3 billion. So its economy can work smoothly without international trade. It may take at most 10 years or at least 5 years for China to become a great economic power not just in Asia but throughout the world. The neighboring countries including our country regard this as a timely occasion for advancing and appealing to the enormous market. An exact analysis of changes in China is necessary. Also we have to regard China not only as our economic rival but also as our valuable neighbor and companion.* Professor, Division of Distribution & Trade, Woosuk University The purpose of this study, focusing on the analysis of Korean firm's corporate value investing in China. According to this analysis, Chinese market overwhelmed by the idea buying goods with cheap prices as much as possible. However on account of the economic the best brand product without concerning the price. Therefore Korean firms investing in China should shift their tactic to make a high grade brand, core competence. On conclusion, Korean firms investing in China should note that the improved national image and brand image leads to the heightened market awareness of general Korean products in the form of marked increases in sales. Finally, a favorable national image would create a massive pool of stable consumer groups of Korean product in the long run and relate to national prestige and competitiveness