Companies widely use survey to identify customer requirements, but the survey has some problems. First of all, the response is passive due to pre-designed questionnaire by companies which are the surveyor. Second, the surveyor needs to have good preliminary knowledge to improve the quality of the survey. On the other hand, text mining is an excellent way to compensate for the limitations of surveys. Recently, the importance of online review is steadily grown, and the enormous amount of text data has increased as Internet usage higher. Also, a technique to extract high-quality information from text data called Text Mining is improving. However, previous studies tend to focus on improving the accuracy of individual analytics techniques. This study proposes the methodology by combining several text mining techniques and has mainly three contributions. Firstly, able to extract information from text data without a preliminary design of the surveyor. Secondly, no need for prior knowledge to extract information. Lastly, this method provides quantitative sentiment score that can be used in decision-making.

시장지배적 지위의 남용을 인정하기 위해서는 우선 사업자의 시장지배적 지위가 인정되어야 하고, 이러한 시장지배적 지위를 인정하기 위해서는 독점위반혐의와 관련된 시장을 획정해야 한다. 중국 ｢반독점법｣에서는 관련시장을 획정하는 방법으로서 대체성 분석과 가상적 독점사업자 검정을 일반적인 방법으로 채택하고 있다. 그렇지만, 플랫폼의 발전과 함께 양면시장이 형성되면서, 관련 시장을 획정하는 일반적 방법의 분명한 한계가 드러나게 되었다. 즉, 양면시장의 교차 네트워크 외부성과 비중립적이고 편향적인 가격구조 때문 에 관련시장을 획정하는 일반적인 방법이 적용되기 어려워진 것이다. 따라서 중국의 반독점기구와 법원은 일반적 방법에 대한 새로운 조치를 통하여 양면시장에 적용될 수 있는 관련시장의 획정 방법을 정립하였다. 이 글에서는 이러한 조치들을 살펴보고 양면시장의 관련시장을 획정하는 바람직한 방법에 대해서 논의한다.

현재 중국 중고차시장은 급성장단계에 있다. 시장진입 초기인 2000년대 초반부터 자동차산업시장의 발전 흐름을 타고 성장 움직임을 보였다. 중국 정부는 2004년 ｢자 동차산업발전정책(汽车产业发展政策)｣을 마련하며 중고차시장 발전 의지를 공식적으로 드러냈다. 이어서 로컬기업뿐만 아니라 대형 외자기업에도 중고차판매를 허용하 며 본격적으로 시장 규모를 확대해가고 있다. 중국 중고차시장에 대한 기존의 관망적 관점에서 벗어나 새로운 접근 전략을 모색해야 할 적절한 시기에 당면하였다. 이 에 따라 본 연구에서는 중국 자동차산업 시장의 환경 변화와 관련하여 최근 급성장 하고 있는 중국 중고차시장의 유통 활성화 추세와 특징을 고찰하고 발전을 저해하는 제도적 요인들에 대해 살펴보고자 한다. 이를 통해 향후 관련 거래 기준 정책이 정비되는 과정에서 발전을 저해해온 문제 요소들이 차츰 해결되고 거대시장으로 성장 할 수 있을 지에 대한 종합적 검토가 필요할 것으로 보인다.

본 연구의 목적은 중국 전자상거래기업의 해외진출이 활발한 원인을 진출방식을 통해 확인하는 것이다. 중국의 전자상거래기업은 중국 국내시장의 폭발적 성장에 힘 입어 세계적인 기업으로 성장하였고 이를 바탕으로 글로벌시장에 진출하고 있다. 전자상거래의 핵심은 신속한 배송이다. 그러나 전통 국제물류는 배송시간이 길고 물류 원가가 비싸며 반품 등 서비스가 낙후되어 전자상거래에 적합하지 못하다. 이러한 단점을 보완하기 위한 새로운 물류시스템이 등장하였는데 대표적인 것이 해외창고방식이다. 해외창고방식은 4차 산업혁명 기술을 이용하여 현지 소비자의 수요를 미리 예측하여 제품을 현지에 설립된 창고에 배송함으로써 판매기회를 확보할 수 있다. 또한 비수기에 제품을 미리 해외창고로 배송함으로써 배송 성수기를 피하고 저렴한 비용에 해외창고로 보낼 수 있다. 특히 반품이나 교환, 제품 추적에도 4차 산업혁명 기술이 융합되어 전통 국제물류가 가진 단점을 보완하였다. 비록 판매예측이 빗나갔을 경우 리스크가 발생하지만 해외창고방식은 이러한 장점을 바탕으로 중국 전자상 거래기업이 글로벌시장에 영향력을 확대하는데 큰 역할을 하고 있다. 중국 전자상 거래기업은 해외창고방식을 바탕으로 중국 국내시장이 아닌 세계의 시장으로 그 영 역을 확대하고 있는 것이다.

This study examined the causal relations among brand personality, brand identification, and brand equity of Korean SPA brands that target Chinese consumers. Data were collected from 600 Chinese consumers residing in Beijing and Shanghai from August 15th to August 30th of 2015 by using convenience sampling; 561 of the questionnaires were used in the statistical analyses. Structural equation models were employed using AMOS 22.0. The results were as follows. First, the factors of Korean SPA brand personality, such as sophistication, competence, tenacity, and interest, exerted significant influences on the brand identification, while honesty had no significant influence on brand identification. Second, brand identification had significant influence on brand awareness, brand image, and brand loyalty. Third, brand awareness showed significant influence on brand image and brand loyalty. Fourth, brand image had significant influence on brand loyalty. These results indicated that brand equity can be strengthened by enhancing brand identification with the proper brand personality. This demonstrates that if Chinese consumers can associate Korean SPA brands with a sophisticated, attractive image, brand identification may be improved and brand equity may be strengthened in the long run, providing basic data for establishing efficient marketing strategies for Korean SPA brands in the Chinese market.

Theming has become a powerful strategy in hospitality industry to enhance customer engagement and to serve as a competitive advantage in a saturated market. Based on the resource-based theory (RBT) of sustained competitive advantage (SCA), this qualitative study is an exploratory attempt to investigate 10 hotels in Mainland China and Taiwan that have adopted the theming strategy. Introduction As hospitality industry is facing the increasingly intense competition and saturated markets, theming is continuously gaining importance of hotels strategy to survival and growth. In addition, strategy planning determines the future of firms and discover the method to achieve success (Yong & Oh, 2004). Holjevac (2003) predicted that at the beginning of the 21st century, hotels with themed strategy which characterized by a synthesis of esthetics, quality and functionality would become the future trend. Theming has created the differentiation in hospitality market, using the creation of experience-centric service. Pine & Gilmore (1999) once pointed out that the shaping of experience stems from simple and powerful thematic transmission. Moreover, experience marketing can bring preference to the product and service of the enterprise, which in turn leads to a positive value experience (Milman, 2013). The results of theming strategy will positively influence the satisfaction and return rate (Wu, M. Li, & T. Li, 2018). Theming strategy with the advantage of pursuing innovation and uniqueness was extensively used to firms in the competitive hospitality market, like hotels in Las Vegas and Macao. However, some scholars concerned about the sustainability for the strategy due to the high-capitalized cost and the customers sensitive taste (Wassler, Li, & Hung, 2015). Although hotels with themed strategy has flourished in Chinese market more than decade, market research has lagged behind to support the industry’s growth. Researchers still adopted a rather normative paradigm by either identifying the superficial issue focused on experiential market concept or pointing out problems without providing more sustainability related solutions (Zou & Peng, 2008; Xiao, Zhang, & Huang, 2013). Barney (2007) indicated that internal resources could lead to the competitive. Therefore, this study aims at understanding the factors that lead theming strategy to be sustainable in hotels, based on the resource-based theory of sustained competitive advantage. The article has the following structure. The first section establishes a theoretical foundation through a review of strategy literature on theming. The second section proposes a conceptualization of theming strategy’s sustained competitive advantage (SCA) consisting of firms intrinsic resources based on resource-based theory (RBT), also, describe the assessment of key sustainable factors of theming strategy through interview the superior manager of 10 hotels in Mainland China and Taiwan that have adopted the theming strategy. The final section discusses the study’s findings, implication, and suggests directions for future research. As this research is one of the first studies in the hospitality field that identifies the resources and capabilities of the hotels’ theming strategy from the inside viewpoint, the contribution of this study will, and can conceptualize and discover the key factors to sustain the competitive advantage of themed hotel managing strategy Literature review Theming strategy for hotels Theming is a complete and ubiquitous way of impressing consumers and improving brand awareness (Olson, 2004). From theme parks, casinos, department stores, aviation, restaurants to hotels, thematic construction has the dominant influence on most customer engagement (Muñoz, Wood, & Solomon, 2006). Hotel theming strategy, based on the theme of cultural material (history, city story, etc.) either from surrounding area or develop within hotel, display the core value of theme from physical resources, as buildings and facilities, to invisible resources, as atmosphere and service, which would, in the end, create a valuable and unforgettable customer stay experience(Zins, 1998). Xiao, Zhang, & Huang (2013) noted that the distinctive consumer experience at the theme hotel can impress customers, and, ultimately enhances brand recognition, customer engagement and repurchase intention. On the other hand, Wassler, Li, and Hung (2015) has indicated the pros and cons for the China themed hotels, which are the uniqueness to create competitive advantages that are difficult to imitate. On the contrary, the gaining of customers’ sense of demand can lead to the difficulties to fulfill customers’ taste and the ingrained capital with the narrow development is hard to recapitalize once invested. Importance of sustainability for theming strategy. Due to the strong specific image of the themed hotels, some cases developed as a passing fad in the hospitality field. Although prior study has indicated the importance of theme selection for themed hotels (Xiao et al., 2013), seldom literature focus on the overall implementation and application within hotels’ ins and outs, also the SCA issue of hotels management. Xiao & O'Neill (2010) pointed out that the analysis of internal resource is enable manger to realize and build sources of competitive advantage, which is emanated from the resource-based view of strategy. In Resource Based Theory (RBT), scholars thought that resources and capabilities from firms could bring lasting competitive advantage to the organization, and companies that have SCA (Wernerfelt, 1984). Organization have SCAs can reach outstanding performance by constantly creating and delivering the core value through price, trust, aesthetics and functionality to its target markets (Barney, 1991). Thus, in order to observe the SCAs for themed hotels management, this research will employ on internal resource view based on RBT to explore the SCAs from the internal aspect of themed hotels. Methodology We illustrate the key factors and analyze the importance of internal resources for the SCA of hotels’ theming strategy by means of a qualitative study in which 10 hotels applied theming strategy in Mainland China and Taiwan were surveyed using semistructured interviews. For the research question, a qualitative approach offers the advantage to allow an adequate, in depth analysis of the complex relations between internal recourses and SCA of theming strategy. These 10 hotels adapted theming strategy are chosen by non-probability snowball sampling method, below Fig.1 is the hotels list for 10 interviews in Taiwan and Mainland China. In addition, because China with a vast territory is limited to cover all area, the research focuses on Zhejiang province and Shanghai city, which have well-developed economy and rich tourist resources. All interviewees of the hotels will be the superior manager who decides the core value and leads the hotel’s future. The interview will be three part to proceed. First, in warm-up period, interviewer will frame an informal and trust environment, first step is to confirm interviewees’ background. The second part will be identify period; there will be a questionnaire, which adopted Chuang (2000), whose survey to prioritize the 5 dimension of internal resources that essential to hotel theming strategy management. Finally, we will confirm the competency, competitive advantage, and the strategy to achieve the sustainability for hotels theming strategy. We present conclusions for research and practice, as well as deriving practical recommendations for hotels’ theming strategy in Chinese market based on our findings. Preliminary findings The preliminary findings of the research will base on the key themes that emerge from in-depth interview to understand perceptions of hotel managers regarding theming. The result will be presented and discussed in three period. First, based on the questionnaire result from the interviewees, we will recognize that what the priority degree about the five dimension of internal resources is regarding perception of theming in hotel strategy. Second, 10 interviews will transcribe from voice recordings to pages of text, then the text will go through the coding technique, in which the raw and efforts data will be identified as the themes and subthemes. All the analyzed process will be carried by expert triangulation. Finally, through the experts examining on the links of themes and quotations, we will create a view of framework that would explore the relationships between theming strategy and SCA, the result will find the formula for hotels adapted theming strategy to possess competitive advantage of being sustainable. Although space limitations of the conference preclude the detailed explanation of this research work, the authors believe this study will broaden the theoretical domains used in understanding internal resources and competency of hotels’ theming strategy and practical information can be observed from the findings.

As a result of the growing abandon of traditional advertising approaches, luxury brands are strategically focusing on social media marketing influencers for product and services’ endorsement through daily narratives (Abidin, 2016; De Veirman et al, 2017). Nowadays, social media are an integral part of marketing and advertising. The use of social media sites as twitter, facebook, instagram etc has started to be a part of the luxury fashion brands « advertising » campaign and has shown a valuable opportunity for luxury fashion brands to position themselves in new markets. Social media, in their being a two-way platforms for communication by allowing users to interact with each other (Kim and Ko, 2010) and share information but also with influencers, may represent a fundamental tool to increase customer awareness and improve customer relationship in particular in China. This study aims at exploring and analysing how a Chinese social media became the main trend setter for luxury fashion brands in China and how its influencers played a key role in reinforcing customer relationship for the luxury fashion market in China. The study focus will be on the main Chinese social media platform for luxury fashion, Wechat, and the role of influencers in increasing Chinese luxury customers’ brand awareness and relationship. Through the study of the social platform and its SMM – social media marketing – influencers’ and advertising followers, the article will analyse and provide the success factors for Wechat social media platform in positioning itself as the most influential SMM platform for luxury fashion brands in China.

In the current digital word, social media represent a relevant tool for marketing and communications strategies, which create new opportunities for firms to engage with their customers (Leeflang, Verhoef, Dahlström, & Freundt, 2013; Lemon & Verhoef, 2016; Libai et al., 2010). Among the sectors that leverage on social media in their communications, the luxury industry represents a main one. As previous research has mainly analyzed the consumer-side (Godey et al., 2016; Jin, 2012; Kim & Ko, 2012) overlooking the firm-side, the aim of this study is to investigate the cross-cultural issues faced by foreign luxury brands in implementing their social media strategies in China by carrying out a qualitative inquiry. China is the setting of analysis as it represents an increasingly relevant luxury market, characterized by the role of digital media as main communications and sales channel. Data collected consist of semistructured interviews with managers from foreign luxury brands operating in China in order to understand the issues faced and the strategies implemented. Moreover, an analysis of their social media presence on Chinese platforms such as WeChat and Weibo is conducted by considering the type of response activated among users. As pointed out by Belk (2017), qualitative advertising research can provide a better understanding of consumer response to advertising also in the rapidly growing field of social media, which have been mainly unexplored by qualitative approaches (Hadija, Barnes, & Hair, 2012). Moreover, an analysis on the firm-side will fill a gap in the existing literature and provide relevant managerial implications for international firms that operate in China.

2016년 중국으로 우리나라의 6개 RPC에서 쌀 수출을 개시 하면서 얻어진 우리쌀의 품질대비 가격경쟁력의 우수성과 수출 초기에 발생하였던 문제점 등의 해결 사례는 다음과 같다. 중국내 수입하여 유통중인 중단립종의 가격경쟁력은 일본산과 대만산이 우리 수출쌀에 비해서 2~3배 가격이 높게 유통 되고 있어 우리쌀의 품질관리 여부에 따라 수출가능성은 매우 높다고 할 수 있다. 쌀의 백도는 우리나라 수출쌀이 35내외로 낮은 편이나, 중국의 흑룡강성 최고급쌀인 우창쌀의 백도는 40이상으로 높은 편이다. 배아잔존율은 우리나라 수출쌀이 24% 정도이고 중국의 흑룡강성 최고급쌀인 우창쌀은 5%내외이다. 백도는 40이 상으로, 배아잔존율은 하계 3%이하, 동계 5%이하로 가공하였을 때 중국의 소비자 선호도가 증가 할것으로 사료된다. 진공포장이 풀리는 것을 방지하기 위해서는 쌀 사이에 충진재를 넣거나, 포장시 2중접착을 하거나, 열 접착시에 시간을 1~1.5초, 온도를 130~150oC, 진공압력을 270~300 mmHg로 하고, 이동시 편리성을 도모하기 위해 포장지 상부에 손잡이를 만드는 것도 중요하다. 훈증소독은 메틸브로마이드 보다는 인화수소를 이용하는 것과 중국 남방지역으로의 하계 수출시에는 고온 다습한 것을 감안하여 수분함량을 13%내외로 조절하는 것을 추천한다.

The economic growth that East Asian countries (in particular China) experience led to a dramatic increase in the demand for luxury products. The widespread use of them has eliminated to an extent the scarcity effect that distinguishes luxury products from ordinary goods. Yet, these products are largely desired, sought after and distributed with a high price tag, thereupon establishing the new class of neo-luxury products. The current body of knowledge regarding the consumption of luxury products is mostly based on economic and marketing research. There is little reference to the design of luxury goods and even less reference to the effects of design on the perception of luxury goods. Often, marketing research uses terms such as authenticity and aesthetics when defining and describing luxury brands and goods. Nonetheless, “design” is almost completely overlooked in these analyses. Rather, there is an assumption that design is automatically considered an embedded part of luxury creation through words such as “authentic”, “aesthetic” and “heritage.” Nonetheless, looking at the heritage aspects of luxurious products design, one may identify the building blocks that have been present in this market for centuries to create successful brands and products and, during the recent global economic changes, have transform into the new category of "mass luxury". This new product category of neo-luxury products should be looked at and analysed as a class of its own, distinct from luxury goods. In this respect, the luxury segment of the Chinese market is particularly interesting, since it had not experienced this genre of consumerism during most of the contemporary history of the western luxury industry post WWII. Thereupon, the new luxury design that addresses this rapidly growing and relatively immature market does it by harnessing the heritage and the conventional framework of luxury and luxury goods in new ways that can referred to as neo-luxury. The role and position of luxury goods are somewhat questioned in today's mass market: Often, in past times, luxury was associated with rarity (or, at least, with singling out an individual user from the masses of consumers of a similar category product). The paper aims at identifying the attributes of the new, rising class of neo-luxury products that distinguish themselves from the “conventional” luxury goods by utilizing qualitative materials and design. In this respect, aspects of heritage play a major role in the strategic design of these products. Further, they assist in establishing, promoting and

This paper aims to analyze the characteristics of the contemporary Chinese fashion market and the competitiveness of Korean fashion brands in China. Fashion professionals experienced in both the Korean and Chinese fashion markets participated to investigate the Shanghai market and consumers. The results of in-depth interviews show that Shanghai is the most favorable city among Tier 1 cities for Korean fashion brands planning on entering into the Chinese market. Shanghai consumers are open to international brands and highly prefer newness in fashion. Contemporary menswear was selected as a potentially big market due to the increase of unique, young, upper-middle-class male consumers. The Korean fashion brands’ strength is that they are capable of satisfying Shanghai consumers with excellent product planning and sensory design capabilities. Their disadvantage is that their brand recognition is weaker than that of global and international brands, and their ability to localize to the Chinese market is weak. The opportunity comes is from the Korean Wave, which is a positive for Korea's products and has good geographical access. The threat is that the Shanghai market is fiercely competitive; having access to many worldwide brands, and the competitiveness of Chinese brands is on the rise. To enter the Shanghai market, creative design ability, trendy product development, skill, and appropriate PR methods such as using Korean culture contents would be required to satisfy the young, powerful consumers in Shanghai.

Halal literally means “permissible” in Arabic. The global Halal industry output value amounted to USD 3.2 trillion of which industry accounted for 35%. Chinese Halal food market is approximately USD 21.2 billion, and shares about 3% of the world’s Halal food market. About 24.4 million live in China of which 13.4 million reside in Xinjiang Weiwuer Autonomous Region while 2.5 million live in the Ningxia Hui Autonomous Region. Out of all countries that belong to the “One Belt One Road” (i.e. New Silk Road Economic Belt) project, 27 are Muslim countries. In addition, 65% of the 1.8. billion global Muslim population spread out along the Belt. If we can develop proper technologies accustomed to locals in China, select profitable export items, and conduct effective marketing strategies such as story-telling method, entering the Chinese Halal market may become realistic. Fundamentally, China is close to Korea in multiple ways which can be seen in our policy, economy, culture, etc. China highly favors the “Hallyu” Image that Korea is spreading all over Asia. “High-value-added organic products promoted by Hallyu” might be plausible to target the Chinese Halal market. This is a niche market for Korean organic food products from clean and fresh forests in Korea, which can be exported to China, and labelled with Hallyu brand as well as Halal certification.

It’s well known that the sustainable improvement of China's economy has to focus on fostering domestic consumption; this turns out more meaningful given the fact that foreign demand shrinks and the investment brings more risk. Moreover, China is still and will be experiencing rapid industrialization and urbanization and this makes tremendously increasing demand possible. Both of China Marketing Association and Commerce Economy Association of China aim to understanding the diversity of consumer demand and consumer behavior of Chinese consumer. We also provide consulting service for manufacturing enterprises in innovation, product development, quality control and brand marketing. We believe these are important to meet consumer demand. Moreover, information technology is making on-line shopping more important. We call for more research to understand the change of marketing environment; this matters so much in encouraging consumption and promoting steady and healthy development of consumption in China.

Subjective knowledge (SK thereafter) is defined as what consumers think they know, or their perceived level of knowledge (Brucks, 1985). SK influences what consumers search for, the effort that they put into searching, and the purchasing decision and choice of brands they finally make (Hadar, Sood, & Fox, 2013; Moorman, Diehl, Brinberg, & Kidwell, 2004). The existing literature on consumer knowledge development mainly argues that SK development is associated with consumers’ product related experience, such as product ownership and experience from usage (Alba & Hutchinson, 2000; Park, Mothersbaugh, & Feick, 1994). This study contributes to the literature as follows. We consider a broad market segmentation where the market consists of product owners and non-owners, The literature suggests that these two groups of consumers should have different levels of perceived knowledge due to their different product-specific experience (Park et al., 1994). Our research specifically contends that it is important to distinguish, within the group of non-owners, between those who intend to buy and those who do not intend to buy the product. Thus, this study examines how previous ownership and intention to buy, which is the goal motivation, influence the SK levels of consumers, which in turn impacts on consumers’ heterogeneous preferences for different attributes within a product category. It is contended that the motivation to learn about a product category of non-car owners who have strong intentions to buy influences what this group learns compared to those non-owners who do not intend to buy. More specifically, the research proposes to uncover how learning influences how different groups of consumers perceive their subjective knowledge and how this relationship in turn shapes their preferences, especially when we compare owners and non-owners who have strong intentions of buying a product. Therefore, we develop following research hypotheses: H1: The SK level is positively associated with the product ownership experience. H2: The SK level is positively associated with purchase intention. H3: The relationship between purchase intention and SK level is moderated by the ownership of the product. H4: Preference heterogeneity for different types of brand attributes of the product between owners and non-owners is moderated by the SK level. The empirical context that illustrates the importance of this research is the Chinese car market where the majority of consumers are first time buyers. Our research shows that the SK level is positively associated with both car ownership and purchase intention. Furthermore, the segmentation analysis finds that purchase intention has a significant effect only on non-car owners’ SK level, while the effect on car owners’ SK level is insignificant. An interesting finding is that SK development, in turn, influences consumer’s preferences for different types of brand attributes of a product. We demonstrate the role of SK in forming consumer preference heterogeneity by comparing preferences for a tangible and a non-tangible brand attribute respectively across different consumer segments. We further show how this preference heterogeneity across two consumer segments (car owners versus non-car owners) depends on their SK level. The results of this study can be generalized beyond the specific context of the empirical study of the Chinese car market when marketers are considering new products launch or launching products where the majority of consumers may be unfamiliar with the product.

Although the role of Guanxi in the Chinese business to business (B2B) market as a form of relationship marketing has received increasing attention in recent years, few empirical studies have explicitly distinguished between Guanxi and relationship marketing. Westerners typically consider Guanxi as unethical, but foreign-invested enterprises (FIEs) may have some difficulty in fully practicing relationship marketing in China without considering the influence of Chinese culture. In this regard, this study is guided by the following research question: “In China, should foreign-invested enterprises (FIEs) adopt Guanxi instead of relationship marketing in the B2B market?” In this study, we first provide an overview of previous research on Guanxi, focusing on the fundamental differences between Guanxi and relationship marketing. We then provide an empirical analysis of the differential effects of Guanxi and relationship marketing on firm performance by investigating 295 FIEs in the Chinese B2B market. The results suggest that Guanxi and relationship marketing are not trade-off options in today’s Chinese market. Guanxi and relationship marketing have synergetic effects on firm performance, that is, they have differential effects based on the mode of market entry and the type of competitor. Guanxi is more likely to influence firm performance for collaboration based entry firms rather than entry without collaboration firms, whereas relationship marketing is more likely to influence firm performance when FIEs’ main competitors are foreign firms than when they are local firms.

본 연구는 기업의 신흥시장진입과정에서 기업간 자원교환에 있어서 상호 의존적 네트워킹의 역할과 몰입이 영향주는 시장진입의 속도를 분석하는데 그 목적이 있다. 특히 기업의 중국과 인도자동차시장 진입시 시장진입속도에 어떠한 요소의 변화가 영향을 미쳤는지, 지역 중요행위자들과 네트워킹이 시장진입을 촉진하는지 그리고 네트워크 관점에서 학습과 몰입이 시장진입과정의 속도에 효과를 나타냈는지 규명하는 것이다. 본 연구에서는 신흥시장 특성에 적합한 기업의 전략적 경쟁위치 개발을 위한 포괄적인 이론적 연구모형을 제시하였다. 연구방법은 한국기업의 시장진입과 관계된 전략과 경험에 기초하여 심층면접을 실시하고 부가적으로 필요한 2차 자료를 수집하였다. 연구모형은 시장에서 3단계의 네트워킹, 학습과 몰입의 발전과정에 대한 실증분석을 위하여 현대자동차의 중국과 인도사례 분석을 적용하였다. 기업의 해외시장진입 속도는 지역 중요행위자들과 사회-정치적 행위자들 사이의 네트워킹에 의해서 중대한 영향을 미친다는 것을 도해하였다. 사례에서 현대자동차는 신흥시장 진입초기에 네트워킹의 효과를 거두었으며, 이때 네트워킹의 여러 유형들은 학습과 몰입의 수준을 결정하였다. 특히 자회사의 위치개발과정에서 경쟁기업이 순차적으로 진입하는 동안에 현대차는 차별적인 형태의 협력을 통한 네트워킹으로 빠른 시장진입의 속도를 이루며 경쟁위치를 개발하였다. 본 연구 결과에서 도출한 시사점은 한국기업이 신흥시장에 진입하는데 전략적으로 도움을 주거나, 이미 진출한 기업에게 자사의 현 위치를 정의하고 나아가 경쟁위치를 개발할 수 있는 기회를 갖고자 한다.