中国纺织品产业的变革和韩国企业相应的中国市场投资策略
摘要
中国纺织品产业的变革和韩国企业相应的中国市场投资策略
韩国最大的出口市场已不再是美国了,临近的巨大的中国市场已经成为韩国最大的出口市场。中国被认为是一个经济实力比任何一个发达国家都大的新兴市场。过去40年,韩国企业通过各种方式进入中国市场。增加对中国市场的直接投资对于想要克服国内市场危机的韩国企业来说是一个很好的选择。然而,没有详细的市场调查,直接投资的风险很大。因此在本文中,笔者首先研究中国的纺织品行业投资环境;其次,分析进入中国市场的韩国时装品牌的市场现状和营销战略:再次,分析中国市场的优缺点;最后,在分析的基础上提出相应的政策建议。
基于调查研究,本文为韩国纺织品公司成功进驻中国市场提供了解决方案。由于中国市场对国际品牌日益敏感,韩国的纺织品公司需要针对中国市场有相应的投资战略。中国的分销渠道系统比较复杂,并且很难找到可靠的合作伙伴,因此,维持有效的分销渠道是一项至关重要的战略;同时,在中国市场上寻找和培养高级的人力资源也是一项具有关键意义的管理战略;此外,品牌推广、产品定价和市场细分等战略也需要不断完善,才能在中国占有更多的市场份额。有了这些投资战略,韩国的纺织品企业才能提高自身的竞争优势,并逐步成为中国乃至国际市场的领导者。
Korea's no.l exporting market is not U.S. anymore, the near gigantic market China is becoming the biggest exporting market for Korea. Although China is considered an emerging market, its economic power is more influential than other developed countries. The Korean firms' entering the Chinese market had been more than 2 decades and the various entry modes were used. Increase FDI to Chinese market can be an alternative for Korean textile and clothing firms to overcome the difficulties of domestic market. However, without detail market research, it is very risky to invest directly in Chinese market. Therefore in this study, 1) to identify Chinese environment for investment and T&C market, 2) to analyze the current situations and marketing strategies of Korean fashion brands' entry to Chinese market, 3) to identify the advantages and disadvantages of the Chinese market, and 4) the corresponding strategies were suggested based on the analysis.
韩国最大的出口市场已不再是美国了,临近的巨大的中国市场已经成为韩国最大的出口市场。中国被认为是一个经济实力比任何一个发达国家都大的新兴市场。过去40年,韩国企业通过各种方式进入中国市场。增加对中国市场的直接投资对于想要克服国内市场危机的韩国企业来说是一个很好的选择。然而,没有详细的市场调查,直接投资的风险很大。因此在本文中,笔者首先研究中国的纺织品行业投资环境;其次,分析进入中国市场的韩国时装品牌的市场现状和营销战略:再次,分析中国市场的优缺点;最后,在分析的基础上提出相应的政策建议。
基于调查研究,本文为韩国纺织品公司成功进驻中国市场提供了解决方案。由于中国市场对国际品牌日益敏感,韩国的纺织品公司需要针对中国市场有相应的投资战略。中国的分销渠道系统比较复杂,并且很难找到可靠的合作伙伴,因此,维持有效的分销渠道是一项至关重要的战略;同时,在中国市场上寻找和培养高级的人力资源也是一项具有关键意义的管理战略;此外,品牌推广、产品定价和市场细分等战略也需要不断完善,才能在中国占有更多的市场份额。有了这些投资战略,韩国的纺织品企业才能提高自身的竞争优势,并逐步成为中国乃至国际市场的领导者。
Korea's no.l exporting market is not U.S. anymore, the near gigantic market China is becoming the biggest exporting market for Korea. Although China is considered an emerging market, its economic power is more influential than other developed countries. The Korean firms' entering the Chinese market had been more than 2 decades and the various entry modes were used. Increase FDI to Chinese market can be an alternative for Korean textile and clothing firms to overcome the difficulties of domestic market. However, without detail market research, it is very risky to invest directly in Chinese market. Therefore in this study, 1) to identify Chinese environment for investment and T&C market, 2) to analyze the current situations and marketing strategies of Korean fashion brands' entry to Chinese market, 3) to identify the advantages and disadvantages of the Chinese market, and 4) the corresponding strategies were suggested based on the analysis.
引文
An Guang Ho, Fashion marketing, p.
Christopher Wright~* & Seung-Ho Kwon~*, Business Crisis and Management Fashion: Korean Companies, Restructuring and Consulting Advice, Asia Pacific Business Review, Vol. 12, No. 3, 355-373, July 2006.
Dong Shen, What's Happening in China's Textile and Clothing Industries?, Clothing and Textiles Research Journal 2008; 26; 203 originally published online Jun 4,2008; DO1: 10.1177/0887302X07313941
Eunju KoYunah Song, Entry to Chinese market for Korean fashion brands: current situations and suggestions of marketing strategies, Journal of the Korean Society of Clothing and Textiles Vol. 28, No. 2 (2004) p.212-223.
Fewsmith, J. 2001. The Political and social implications of China's accession to the WTO, The China Quarterly, September, no. 167,573-91
Godfrey Yeung, 2002, Does WTO Accession Matter for the Chinese Textile and Clothing Industry?, Cambridge Journal of Economics, Vol. 28, No. 6, November, 2004, pp. 937-954
Hong Song, 2006. Global quota system and China's textile and clothing industry, China & World economy, 78-92,Vol 14,no.5
Hye-Soo Kim·Byoung-Ho Jin·Yeon-Joo Park, Vietnam: Is it attractive market for Korean Textiles and Apparel industries? Recent investments, Future Directions, and Implicaion, Journal of the Korean Society of Clothing and Textiles Vol. 26, No. 7, p.958-969
Kong, Q. 2000. China's WTO accession: commitments and implications, Journal of International Economic Law, vol. 3, no. 4, 655-90
Nordas, Hildegunn Kyvik, 2004, "The Global Textile and Clothing Industry Post the Agreement on Textiles and Clothing," WTO Discussion Paper No. 5, WTO, Geneva.
Shi, Yuzi, 2000, "Group report III: WTO and China's Textile Industry," in Yu Yongding, Zheng Bingwen and Song Hong, eds, The Research Report on China's Entry into WTO— the Analysis of the China's Industries, Beijing: Social Sciences Documentation Publishing House, pp. 150-214.
Sun, Tong-ming, A study on Korean textile firms' investment in Chinese market, Major in international commerce graduate school, Keimyung Uiversity.
Xiuli Zhang, A study on the FDI strategies of Korean firms after China's accession to WTO, Department of International trade, graduate school Chungnam national university.
Xiaobao Dang, Foreign direct investment in China, B.S., North Western University (xi'an china), 2002, p.3-6.
Yun-Jin Cho(?) ·Yuri Lee~*, Influential Factors of Foreign Market Entry of Korean Fashion Firms, Journal of the Korean Society of Clothing and Textiles Vol. 30, No. 12 (2006) p. 1768-1777
Internet sites
www.imf.org.
www.kiep.go.kr.
www.kofoti.or.kr
www.koreafashion.org.
www.kotra.com
www.lgeri.com
www.samsungdesign.net.
www.seri.com.
www.stats.gov.cn
www.wto.org.
Christopher Wright~* & Seung-Ho Kwon~*, Business Crisis and Management Fashion: Korean Companies, Restructuring and Consulting Advice, Asia Pacific Business Review, Vol. 12, No. 3, 355-373, July 2006.
Dong Shen, What's Happening in China's Textile and Clothing Industries?, Clothing and Textiles Research Journal 2008; 26; 203 originally published online Jun 4,2008; DO1: 10.1177/0887302X07313941
Eunju KoYunah Song, Entry to Chinese market for Korean fashion brands: current situations and suggestions of marketing strategies, Journal of the Korean Society of Clothing and Textiles Vol. 28, No. 2 (2004) p.212-223.
Fewsmith, J. 2001. The Political and social implications of China's accession to the WTO, The China Quarterly, September, no. 167,573-91
Godfrey Yeung, 2002, Does WTO Accession Matter for the Chinese Textile and Clothing Industry?, Cambridge Journal of Economics, Vol. 28, No. 6, November, 2004, pp. 937-954
Hong Song, 2006. Global quota system and China's textile and clothing industry, China & World economy, 78-92,Vol 14,no.5
Hye-Soo Kim·Byoung-Ho Jin·Yeon-Joo Park, Vietnam: Is it attractive market for Korean Textiles and Apparel industries? Recent investments, Future Directions, and Implicaion, Journal of the Korean Society of Clothing and Textiles Vol. 26, No. 7, p.958-969
Kong, Q. 2000. China's WTO accession: commitments and implications, Journal of International Economic Law, vol. 3, no. 4, 655-90
Nordas, Hildegunn Kyvik, 2004, "The Global Textile and Clothing Industry Post the Agreement on Textiles and Clothing," WTO Discussion Paper No. 5, WTO, Geneva.
Shi, Yuzi, 2000, "Group report III: WTO and China's Textile Industry," in Yu Yongding, Zheng Bingwen and Song Hong, eds, The Research Report on China's Entry into WTO— the Analysis of the China's Industries, Beijing: Social Sciences Documentation Publishing House, pp. 150-214.
Sun, Tong-ming, A study on Korean textile firms' investment in Chinese market, Major in international commerce graduate school, Keimyung Uiversity.
Xiuli Zhang, A study on the FDI strategies of Korean firms after China's accession to WTO, Department of International trade, graduate school Chungnam national university.
Xiaobao Dang, Foreign direct investment in China, B.S., North Western University (xi'an china), 2002, p.3-6.
Yun-Jin Cho(?) ·Yuri Lee~*, Influential Factors of Foreign Market Entry of Korean Fashion Firms, Journal of the Korean Society of Clothing and Textiles Vol. 30, No. 12 (2006) p. 1768-1777
Internet sites
www.imf.org.
www.kiep.go.kr.
www.kofoti.or.kr
www.koreafashion.org.
www.kotra.com
www.lgeri.com
www.samsungdesign.net.
www.seri.com.
www.stats.gov.cn
www.wto.org.