중국 해외직판 활성화를 위한 한국의 B2C 전자상거래 발전방안

초록

Purpose: This study considers mainly the overseas direct sales(oversea reverse purchasing) in China as a way of activating the cross-border e-commerce of Korea. On the basis of this, it looks over the competitiveness of the cross border electronic commerce of Korea. And it seeks ways to have a competitive future for the overseas direct sales. Composition/Logic: This study is mainly related to the overseas direct sales to China in the cross-border e-commerce of Korea. The introduction is presented in chapter Ⅰ and the general study on cross-border is dealt with in chapter Ⅱ. Also it investigates the concepts of cross-border e-commerce and previous studies. In chapter Ⅲ, it determines the status of oversea direct purchase of China and Korea. And it reviews the law and institution. They are analyzed with SWOT. It explores ways to activate cross-border e-commerce to China in chapter Ⅳ. The conclusion is provided in the Ⅴ chapter. Findings: Some plans are suggested to promote direct sales to China for Korean online business. First, it should reduce costs by using the China e-commerce business pilot area. Second, the logistics and billing capabilities should be strengthened over China localization. Third, it is necessary to attract Chinese customers through the discriminatory marketing. Fourth, the export procedures should be simplified to provide a quick export clearance system. Finally, it is required legal and institutional improvements and financial support from the government. Originality/Value: This study considers the oversea direct purchase market of China, signed FTA recently. It also propose several plans to activate Korea’s oversea direct sales to China by surveying the policy changes.

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