한·중 FTA를 활용한 조미김의 중국시장 진출전략 연구

Abstract

《有笑借助韓中FTA向中國市場出口調味海苔的戰略硏究論文槪要》

本硏究以在韓中FTA受益的代表性産品調味海苔味硏究代象，目的在于提出系統化地戰略，進軍中國市場。 硏究的主要內容和方法是：首先通過兩國的相笑机笑統計和先前硏究分析了世界和韓中兩國的海苔産業現況和問題点，然后分析了韓中海苔産業的貿易結構和國際競爭力。 通過使用市場占有率（Market Share）、貿易專業化指數（Trade Specialization Index）和現示性比較優劾（RCA） 指數分析在中國市場進行競爭的韓國、泰國、日本和台灣4個國家和地區的國際競爭力變化趨劾現示，以2014年爲標准，韓國的MS爲74.10%、TSI爲1.0、RCA爲1.46，數値最高，韓國在中國市場具有絶對性的比較優劾。 而且，在本硏究中指出，爲進軍中國市場需要遵守調味海苔的衛生檢疫和等級制度規定，通過分析中國調味海苔流通市場，旋系統地提出了營銷組合戰略（Marketing Mix） 硏究結論爲：爲了擴大韓中FTA的效果，從政府角度徠看，政府有必要推進籤訂韓中檢疫 · 檢社合作MOU，以解決中國代于调味海苔過于苛刻的衛生檢疫標准的問題。另一方面，從企業角度來看，應當采用OEM的出口方式，有必要强化中國消費者代于韓國産調味海苔品牌形象的認識。 |The purpose of this study is to systematically propose the strategy for seasoned seaweed, which is gaining attention as a representative product to benefit from the Korea-China FTA, to penetrate into the Chinese market. As for the main contents and methods of the study, first, the current status as well as the problems of the seaweed industry in both the world and Korea·China was analyzed using the statistics and preceding researches from relevant institutes in both countries then the trade structure and the international competitiveness of the Korean and Chinese seaweed industry were analyzed. As a result of analyzing the trend of changes in the international competitiveness by utilizing the Market Share, Trade Specialization Index and Revealed Comparative Advantage (RCA) Index in 4 competing countries in China; Korea, Thailand, Japan and Taiwan, Korea’s MS was 74.10%, TSI was 1.0% and RCA was 1.46 as of 2014, indicating that Korea had secured an absolute comparative advantage in the Chinese market. Moreover, as a strategy to penetrate into the Chinese market, this study systematically proposed a strategy involving Sanitary and Phytosanitary as well as compliance with the labelling regulations for the seasoned seaweed. In addition, a Marketing Mix strategy based on analysis on China’s distribution market for seasoned seaweed was suggested.

In conclusion, in order to maximize the effects of Korea-China FTA, the government’s initiative has to engage in entering into a MOU for sanitary and phytosanitary cooperation between Korea and China in order to relieve the excessive sanitary and phytosanitary criterion with regards to the seasoned seaweed of China. Furthermore, from the company’s perspective, they have to be oriented on OEM export methods and efforts must be made to strongly promote the brand image of Korean seasoned seaweed to the Chinese consumers. .