한국 외식 프랜차이즈 기업의 중국진출 경영전략에 관한 연구

It led China to a path of rapid change and had a great impact on the global economy by incorporating hundreds of millions of labor into capitalism, and thanks to the revitalization of the economy and modernization of life, the restaurant franchise industry is recognized as one of the high value-added industries that will lead the 21st century. On the other hand, the presence of many franchise companies confirms that the domestic franchise market has reached saturation, indicating that the need to enter overseas markets to explore new markets based on the competitive advantage of franchise companies has increased in order for companies to grow. Therefore, with China's rapid economic development today, the possibility of continuous growth in the restaurant market increases, and Korean restaurant companies are accelerating their entry into the Chinese market. This study presents the current status of the Chinese restaurant market, that is, the Chinese restaurant market, restaurant culture, and consumption trends. Their success factors and failure factors are identified through analysis of successful cases and failure cases in China. Based on the analysis of success and failure cases, Korean restaurant franchisees present strategies (location strategies, localization strategies, and price strategies) to successfully enter the Chinese market.