중국의 소비변화에 따른 B2C 국경 간 전자상거래 수출 증대 전략

Purpose - The purpose of this study is to examine the current state of cross-border e-commerce in China, analyze the current state of China's consumption change and its characteristics, and then present a strategy for increasing B2C cross-border e-commerce exports in Korea. Design/methodology/approach - For this study, literatures were collected from research papers in Korea, China and abroad. Based on the literature analysis, we derived a strategy for increasing B2C cross-border e-commerce exports in line with Korea’s current situation. Findings - The strategy for increasing exports is presented in terms of product development and platform and marketing tools suitable for the Chinese e-commerce market. In terms of product development, we tried to find a way to develop a product that meets the changing consumption of Chinese consumers. In addition, we derive a match strategy with China's B2C cross-border e-commerce platform, which is highly compatible with products. Finally, we presented the strategy of using WeChat and Weibo as export marketing tools. Research implications or Originality - This study focuses on changes in consumption and changes in cross-border B2C e-commerce transactions as China's income increases. This change in consumption has also been found to affect cross-border B2C e-commerce, leading to changes in purchased products. The difference from the previous researches is that a new export growth strategy was established and suggested in accordance with these changes.