중국 자동차 시장 진출 기업에 대한 사례 연구

Abstract

Since the Industrial Revolution, the world has become a competition for various industries. Among them, the automobile industry has become a major industry around the world, and it is contributing greatly to the globalization of the global economy through synergy with related industries. With the spread of free trade flows such as GATT and WTO, globalization is being promoted around the world, and industries that require various accessories and processes such as raw materials, accessories, and semi-finished products, such as the automobile industry, are specialized in the global trade market. Accordingly, major automobile companies around the world have established and implemented various management strategies to enter overseas markets, and as a result, brands from various countries have to compete fiercely for market share in major markets around the world. In recent years, global automakers have seen China as the world's most potential car market and have tried to enter the Chinese market in various ways. At the same time as establishing a Chinese localization system, it is making great efforts to develop locally specialized products and enhance the brand of global automobile companies based on this. In particular, after these global automakers analyzed that "the Chinese auto parts market has very high value and potential," the FDI investment craze erupted, and many global parts companies actively participated in the Chinese market, including factories and R&D centers. The Chinese automobile industry has a huge demand market and a very favorable foreign investment policy. In particular, after joining the Chinese WTO, the auto market also emerged as a competition place for global brands as market opening progressed step by step, and as a result, Korea's leading automobile brands Hyundai Motor and Kia Motors also entered the Chinese market. Unfortunately, Korean car brands entering the Chinese market are experiencing both success and failure in the market. With the opening of the market, many global automakers entered the Chinese market and engaged in fierce competition, and Korean automobile brands had a relative lack of market research, resulting in disappointing results. However, it is expected that there are still opportunities in the Chinese market because the strengths of Korean automobile brands are also clear. To this end, we would like to select representative companies competing in the Chinese market, conduct a case analysis, and derive an effective strategy for entering the Chinese market based on this. Although a number of studies have been conducted on the Chinese automobile industry, studies that have compared and analyzed Korean brands and overseas brands at the same time are considered to be somewhat insufficient, so we would like to conduct research based on this.