The purpose of this study is to identify target consumers to expand the export of Korean rice to China. We used the ordered logit model as the analysis method and conducted a survey on 637 consumers living in Xi'an, China from September 13, 2016 to September 30, 2016. The results indicate that the target consumers could be set as those who less amount of rice per purchase, more purchase experience of Korea rice, and have lower age. Also, people who are watch korean dramas more or listen to K-pops more tend to buy Korean rice more. Therefore, it is required to maximize the export performance by selecting the young and interested in Korean Wave as the target consumer for the effective export of rice to the Chinese market.

ABSTRACT
 서 론
 중국 쌀 시장 현황 및 국가별 경쟁력
  중국 벼 생산 현황
  중국 쌀 수출입 현황
  중국 쌀 시장에서의 경쟁력
 분석 모형 및 자료
  분석 모형
  분석 자료
 분석결과
 적 요
 ACKNOWLEDGMENTS
 REFERENCES

• 김세혁(경북대학교 농업경제학과, Dept. of Agricultural Economics, Kyungpook National University) | Se-Hyuk Kim
• 임청룡(한국농어촌공사 농어촌연구원, Rural Research Institute, Korea Rural Community Corporation) | Cheong-Ryong Lim
• 이항아(경상북도농업기술원 원예경영연구과, Gyeongsangbuk-do Agricultural Research & Extension Services) | Hang-Ah Lee
• 오윤미(경북대학교 농업경제학과, Dept. of Agricultural Economics, Kyungpook National University) | Yun-Mi Oh
• 채홍기(경북대학교 농업경제학과, Dept. of Agricultural Economics, Kyungpook National University) | Hong-Gi Chae
• 오상헌(농촌진흥청 국립농업과학원 기술지원팀, National Institute of Agricultural Sciences, RDA) | Sang-Heon Oh
• 김태균(경북대학교 농업경제학과, Dept. of Agricultural Economics, Kyungpook National University) | Tae-Kyun Kim Corresponding author