중국 커피시장 분석과 한국 커피산업에의 시사점 = An Analysis of Chinese Coffee Market and Its Implications for Korean Coffee Industry

다국어 초록 (Multilingual Abstract)

This study analyses Chinese coffee market based on a literature review and statistical data and presents implications for Korean coffee industry. As a result of the analysis, it was discovered that consumption of coffee products is increasing in Chinese market, and under the situation that a specific class leads coffee consumption, consumers tend to prefer instant coffee and usually purchase coffee products through online shopping malls. Trade of coffee products between Korea and China is decreasing and they usually trade green coffee beans and preparations. In the situation that Chinese coffee industry is still underdeveloped despite the government support for it, Chinese people have strongly stuck to tea drinking habits though they tend to accept coffee as a favorite food. This study presented the following political strategies: development of differentiated marketing strategies targeting coffee consumers, formation of offline infrastructures using Chinese companies, increase of coffee trade against China through diversification and qualification of products, etc.

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