(주)농심의 중국 시장 진입 및 확대 전략: 라면시장을 중심으로

Korean domestic instant noodle market has become saturated since the mid 1990s, while the Chinese market has grown into the world's largest producer and consumer of ramen following the rapid migration into urban areas and subsequent changes to lifestyle. The objective of the study is to examine entry and expansion strategies for the Chinese instant noodle market through the cases of a Korean food company, Nong Shim, and suggest implications for academic research and Korean firms entering Chinese food market. The case of Nong Shim's successful entry and expansion into Chinese noodle market suggests following strategies for Korean firms entering Chinese domestic market in future. First, by using a product standardization strategy, Nong Shim could differentiate itself from other competitors and successfully create a unique market upon initial market entry. Second, by marketing products with high price and high quality, Nong Shim could successfully developed its brand image in a relatively short time. Third, Nong Shim strongly committed to Chinese market and implemented effective marketing strategies based on a deep understanding of consumers and environments in Chinese food market. Fourth, by localizing human resources Nong Shim could successfully establish management system in China. It could develop outstanding local human resources, form mutual trust and manage employee relationships effectively. Finally, by using strong marketing mix strategies with a clear positioning on a targeted market Nong Shim could expand into Chinese domestic noodle market successfully.