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Chinese Online Circulation Market and Market Approaching Strategy

중국 온라인 유통시장의 발전과 시장진출 전략

  • 송재두 (중원대학교 국제통상학과) ;
  • 이찬우 (서원대학교 중국어과)
  • Received : 2017.07.01
  • Accepted : 2017.08.20
  • Published : 2017.08.28

Abstract

This paper releases strategies for firms that wish to enter into online circulation business in China. SWOT based on a Korean manufacturing company teaches us better way to approach Chinese online market. Chinese online market is under oligopoly, where Alibaba and Jingdong account for about 80% of the total market. Game theory is used as a measure of threat and opportunity between Korean manufacturer and Chinese online market retailer. Game shows that they are easy to accept opportunity and sales uplift rather than low risk. Analysis shows that Korean companies should improve its products and brand competitiveness in the offline market before entering into the Chinese online retail market. They need to prepare a localization model.

Keywords

Online circulation;E-commerce;B2B;B2C;C2C

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