earticle

영어

In this study, the analysis of the new consumption trend in China and the paradigm shift of the consumer goods market has suggested the countermeasures of Korean companies. We analyzed the status of Korean companies’ entry into the Chinese consumer goods market and the barriers to export. China’s consumption goods market has been rapidly growing. The annual average growth rate of the consumer goods in China stood at 18% for the last five years, which is projected to continue to increase. This is attributed to the shift of its consumption structure to that of advanced countries type as the personal income has increased in conjunction with China’s high growth of economy. However, compared with Ulsan and Gyeongsangnam-do, Busan had the largest decline in the export to China. Busan companies have been struggling in China’s consumer goods market, which urges them to strengthen their competitiveness. In this paper, countermeasures for Busan companies to take are suggested through the analysis of the current status of Busan companies’ entry to China’s consumption goods market and of barriers to the exportation. To do this, a survey was conducted targeting all Busan companies that had ever participated in exhibitions in China with their consumption goods. Based on the analysis of China’s statistics, promising cities in China were also proposed for Busan companies to export their consumer goods by item. The respondents said they were having difficulty with customs clearance, licensing, quality certification, intellectual property rights, trademark rights, contracting, and so on during the exportation.

한국어

최근 중국의 新소비층으로 부상해서 타겟마케팅 대상으로 지우링허우⋅빠링 허우가 주목받고 있다. 중국의 새로운 소비 주체이자 한국 방문의 가장 높은 비중을 차지하는 이들 세대에 대한 고찰은 우리 기업의 중요 마케팅 대상이다. 그리고 중국인의 빠른 소득증대 속에 소비시장 규모도 확대되고 있다. 최저임 금이 지속적으로 인상되면서, 소비를 확대할 수 있는 가계소득에 여유가 생기 고 있다. 급속한 소득증가, 도시화 진전 속에 중국정부의 내수중심 성장전략까 지 더해지면서 소비시장은 빠르게 성장하고 있다. 본 연구에서는 최근 중국의 신소비 트렌드 및 소비재시장의 패러다임 변화를 통해 우리 기업들의 대응방안을 모색하고자 한다. 이를 위해 실제 현장조사를 통해 우리 기업들의 중국 소비재시장 진출 현황과 수출상의 장애요인 분석을 통해 대응방안을 제시했다.