중국 소비자들의 韓版 패션상품 구매동기 연구

Abstract

At present time, the Korean version merchandise is popular through Korean wave's visible influence in China. To know how popular it is to the Chinese market, this thesis searched for Korean version merchandise registered in Taobao.com(an internet shopping mall in China) in October 1, 2010. Through searching, it was found out that the Korean version merchandise registered 67 categories, 150 item groups, and 26,003,794 items. Based on the list, fashion related items is on the 24th category, 37 item groups and a total of 25,408,779 items were registered. It's 97.71% of all Korean version items in taobao.com. To compare the Japanese version merchandise with Korean version merchandise's popularity, the researcher included the Japanese merchandise in the search. The Japanese version merchandise had a total of 846,874 items and fashion related merchandise counted 171,095. It is 20.2 % of the total items. The data revealed that Japan's items is only 3.26% of Korean version items, while Japanese fashion items compared with Korean version fashion items is just 0.67% between the two countries registered merchandise in Taobao.com. The figures showed and justified the presumption of Korean version merchandise's popularity in China. Until now, researches about the fashion industry between Korea and China is focused on penetrating the Chinese market by Korea's national and world famous fashion brands, and marketing in China. The previous researches suggested that high price policy and circulation by department store are the core strategies to enter the Chinese market. However, these strategies are not effective to the small and medium fashion companies in Dongdaemun and Namdaemun markets. This thesis is conducted to identify the purchasing motives of Chinese customers of Korean version fashion merchandise, and to recommend strategies to boost the export market by analyzing the circulation and purchasing motives of Chinese buyers of small and medium fashion enterprises in Dongdaemun and Namdaemun. For this purpose, the researcher uses quantitative and qualitative methods. This study is conducted by visiting, surveying and interviewing the customers in Dongdaemun, Namdaemun, and Chinese markets. This thesis identified the fashion items which are exported to Chinese market from Dongdaemun market in Korea and the characteristics of Chinese buyers who are visiting Dongdaemun market. Also, it recognized the Korean style fashion items and merchandise divided by product planner which are made in China. It aims to know the circulation of Korean style fashion items in Chinese market through survey in Korea town and Qipu road market which are the main markets of Korean version fashion merchandise in China. To find out the reason of a Korean merchant's failure who directly enters to Chinese market, check the difficulty of the Korean merchant who directly enters Korea town. First, most of them are Koreans who are living in China who don't have experience in sales and knowledge of fashion industry. Second, some of them have relationships with Dongdaemun market but they don't understand Chinese market culture due to lack of selling experience. The result of this research on purchasing motive of Chinese consumers for Korean version fashion merchandise made by small and medium-sized companies in Dongdaemun and Namdaemun, and Chinese markets will definitely help expand the market using an effective marketing strategy as recommended below. First, small and medium-sized fashion companies have to carefully plan in producing the fashion items to suit the Chinese customers' needs in order to attract Chinese buyers who is visiting Dongdaemun and Namdaemun. Second, the above companies must reduce the risk by considering to hire a Chinese nationality designer or merchandiser when entering the Chinese market directly. Third, the government should have fashion items publicity activities and marketing in China market to help the small and medium companies promote their fashion items. Through this government effort, Korea's fashion industry will be motivated to research for the expansion of trading infrastructure and attracting Chinese buyers. The above mentioned marketing efforts will greatly affect the exporting of Dongdaemun and Namdaemun market's merchandise to China and it will make Dongdaemun and Namdaemun the fashion item's main exporter base in East Asia.