한국기업의 대 중국시장 진출 전략에 관한 연구

Abstract

In China, the users of cell phones were over 57.4 million in 2008. It is the biggest market in the world. In order to enter the Chinese market, it is necessary to analyze the successful experience of other companies, which have already entered the Chinese market. NOKIA, MOTOROLA and other international cell companies employ the strategy of localization. Using this strategy, they have moved their department of manufacture, research and development to China. Furthermore, they have accentuated the brand-image, through all kinds of social activities, and cooperated with Chinese local companies, to be more competitive. Chinese government recognized the 3G communication system in January of 2006, when the users of 3G cell phone were steadily increasing. In 2007, the sales of 3G cell phone reached 6 million, an increase of 19.6% in one year. The market share of the 3G cell phone is 3.9% in 2006. However, it is increased to 11.1% in 2007. Through careful analysis, Wu Bei, Shan Xi, He Nan and Si Chuan were chosen, which have more potential market. Because the Chinese government has more focus on the economy in the centre part of China, there would be more space for growth. Furthermore, the high population density would provide a lot of space for a growing market. The general methods for foreign companies to invest in China include: Sole Foreign-Funded Corporation, Joint Venture Corporation and foreign company cooperating with Chinese local company. In case of the lack information of Chinese market, it has high chance to fail. And Chinese government would protect the core industry through certain policy. Hence, the Joint Venture Corporation or Korean company cooperate with local company would over those policy. Chinese local cell phone companies and CHINA MOBILE are good operation as cooperating partner. CHINA MOBILE is the biggest mobile service in China. Hence, Korean cell companies should improve the technology core, connection net, brand and equipment. It is the key point of Korean cell phone companies to get the cooperation with local company.