중국진출 한국 기업의 마케팅 성공 사례 연구

다국어 초록 (Multilingual Abstract)

The paper examines Korean marketing practices in China. Specially, six success cases are analyzed with focus on marketing strategies and their impact on performance of Korean firms in China. Our analysis indicates that successful Korean firms possess competitive advantages in product value for money and medium to advanced technologies. In addition, they are very active in transferring such advantages to China. These findings suggest that Korean firms tend to adopt marketing standardization strategy rather than adaptation. Our analysis also indicates that they have a tendency to enter north-east regional markets which are geographically and culturally close to Korea, and that their internationalization appears to show a gradual pattern starting with exporting and then increasing their commitment to local production.