중국 이커머스 플랫폼의 한국 진출에 따른 시장변화 및 대응방안에 관한 연구

As Chinese e-commerce platform companies began to penetrate the Korean market around 2023, the Korean cross-border purchase e-commerce sector has garnered significant attention. This study seeks to propose strategic response measures that Chinese e-commerce platform companies should adopt to ensure mutual prosperity and coexistence in the Korean market and identifies aevaluation criteria for these response measures into 3 primary categories and 12 subcategories, based on an analysis of media reports, previous research, and expert interviews. The Analytic Hierarchy Process (AHP) survey was conducted with 30 experts from Korea and China to assess the importance of each criterion. The analysis reveals that among the primary categories, “securing the reliability of Chinese e-commerce platform companies” is of paramount importance, followed by “enhancing the competitiveness of Korean companies” and “strengthening regulatory frameworks by government agencies.” As a strategic response, it is recommended that Chinese e-commerce platform companies prioritize the improvement of product quality and corporate image. Korean companies, on the other hand, should focus on technological advancements through competitive market dynamics, while Korean logistics(eg. port shipping, air transportation, parcel delivery) firms should seek to increase profits via collaboration with Chinese e-commerce platforms. Rather than imposing excessive regulations, it is crucial for Korean government agencies to address issues related to product quality certification through institutional reforms aimed at ensuring market stability and consumer protection. The findings of this study are anticipated to serve as foundational policy data for the future development of the Korean e-commerce industry, including the overseas direct purchase sector.