한국기업의 중국 전자상거래시장진출전략에 관한 연구

The Purpose of this study is to research the problems of China’s e-commerce market circumstance and to propose the effective method to enter China’s e-commerce market. First, it examined the China’s e-commerce situation. Second, it analyzed the problems of the China’s e-commerce market. Finally, it suggested a entry strategy for the China’s e-commerce market. China’s national growth strategy was refocused on the domestic market, as well as growth in exports. E-commerce continues to grow in order to activate the domestic market. China’s domestic market has grown by enabling e-commerce. Thus, China is a major challenge for companies in the electronic commerce market of Korea. In this study, we present a strategy for the Chinese e-commerce market of Korean companies. The study results were as follows. First, we must seek to enter the market through the traditional Chinese e-commerce companies and strategic alliances. Second, new markets can be accessed through a specialized platform services business in China. Third, the use of each product-specific e-commerce business model is imperative. Finally, to enter the Chinese e-commerce platform for domestic enterprises.