분야
hwp1.이마트 기업개요 ····················································································· 1
1) 기업소개 ······························································································ 1
2) 성장과정 ······························································································ 2
2. 중국시장 현황과 특성 ············································································ 4
1) 중국 시장의 규모 ·················································································· 4
2) 중국 소비시장 특성 ··············································································· 5
3) 중국유통시장의 개방화 추이 ··································································· 9
4) 중국유통시장의 현황(대형할인점 중심) ··················································· 10
3. 중국 이마트–‘易買得’ ············································································ 11
1) 중국시장 진출배경 ··············································································· 11
2) 중국 진출방법 ····················································································· 12
3) 중국 진출현황 ····················································································· 13
4) 매출현황 ···························································································· 14
5) 중국내 경쟁사 ····················································································· 14
6) 경영전략 ····························································································· 17
4. 중국 이마트 향후 전략방안 ··································································· 21
1) SWOT 분석 ························································································ 21
2) 전략방안 ···························································································· 21
3) 이마트의 미래 ···················································································· 25
※참고문헌
1978년 이래 지속되어 온 유통체제개혁과 1992년 이후 유통부문에 대한 개방조치는 개혁이전의 공급자 시장에서 개혁이후 구매자 시장으로 중국의 유통시장에 다양한 변화를 야기시켰다. 중국은 2001년 WTO 가입 이후 수출증가의 가속화로 지속적인 무역수지 흑자를 기록해 왔으며, 2005년 무역흑자 규모는 1,000억 달러를 상회하고 있다. 또한 WTO가입으로 인해 해외수출과 중국내 투자 장벽이 낮아지고, 반덤핑 등의 무역법이 바뀜으로서 경쟁력이 해외 시장에서 한층 강화됐다. 그로인해 수출품 경쟁이나 외국 투자 기업과의 경쟁도 치열해지고 있다. 그러나 중국에 진출한 기업의 영업마진은 중국을 제외한 여타 전체 마진을 합한 것 보다 높다는 조사가 나왔다. 2002년도 중국에서 창출한 이윤 마진이 여타 지역에서 창출한 총 마진보다 크다는 결과가 나와 중국시장의 경쟁이 치열하다는 통념을 무색케 하고 있다. 이처럼 중국에서 경쟁이 치열해짐에도 기업들의 마진이 좋아진 이유로 중국의 경제 성장률이 여타 주요 경제권보다 높으며 규제가 많이 완화돼 이제는 중국기업과 합작경영보다는 단독경영이 가능하기 때문으로 보고 있다. 또한 많은 기업들은 현지 상황에 많이 익숙해져 시장에 대한 적응력이 높아진 것도 한 이유이다(강소연, 2007).
