A Study on the Entry Strategy of Korean Shipping Companies into China

The purpose of this paper is to suggest entry strategies for Korean shipping companies through the analysis of Chinese marine market characteristics. We attempted to analyze the current situation of both the Chinese and Korean marine market and also analyze the characteristics of Chinese shipping companies. Moreover, based on a SWOT analysis we suggest entry strategies for Korean shipping enterprises. The entry strategies are as follows: First, Korean shipping companies have to realize the economies of scale. Second, they have to focus on high value-added businesses in shipping industry such as oil transportation and weight cargo transportation. Third, it is necessary to provide comprehensive logistics services based on better shipping service trade. Fourth, cruise tourism services can be a way to penetrate into the Chinese marine market.