대 중국 B2C 전자상거래 수출 마케팅의 전략적 시사점에 관한 연구

Currently, many e-commerce professional organizations are focusing on China as the most important market of the future B2C e-commerce market. In fact, China’s B2C e-Commerce imports in 2014 amounted to 150 billion yuan, and in 2018 it is expected to grow more than seven times to 1 trillion yuan. In China, Korean products are still popular. Thus, demand for Korean consumer products continues. Such a phenomenon has emerged as a new export opportunity for Korean SMEs and small exporters. Therefore, this paper attempts to investigate the type of transactions relative to B2C e-commerce through theoretical consideration of B2C e-commerce transactions between internationalcountries. Then thecurrent status of imports and exports in terms of B2C e-commerce in Korea and China as well as the problems from the viewpoint of export marketing are explored. Finally, strategic implications necessary for the development of B2C e-commerce export strategy in China are presented.