As China has gradually enhanced the levels of economic development and national income or consumption in recent years, to increase the consumption of baby products, markets for high-quality baby products are spotlighted so that the baby product market in China has been growing rapidly and the prospect is bright as well. The government changed the one-child policy into the two-child policy to increase the birth rate from 2015. This policy change can result in the enlargement of the baby goods market. In this regard, this study suggests the following strategies for promoting infant products to China and concrete ways of entering the market. The strategies to enter the Chinese markets are as follows. First, in order to successfully enter China, it is important to understand the situation and characteristics of the Chinese market with Chinese market research and accurate understanding about the recent economic environment in China. Second, enabling online and offline integration and SNS on brand advertisement are necessary. Third, reinforcement of the Wang Hong marketing. Fourth, reinforcement of customer service. Fifth, products promotion through TV advertisement. Sixth, usage of the relationship properly. Seventh, securing the overseas certification system. This study may provide the good implications not only to Korean baby product companies which want to enter the Chinese market but also to the peoples who want to establish the entry strategy into China.

온라인 게임은 최근 십년간 IT 기술의 발전에 힘입어 국내는 물론 해외에서도 눈부신 발전을 거듭하고 있다. 그런데 최근 대작 게임인 아이온이 나오기 전까지 수년간 MMORPG의 상위 순위가 변동되지 않고 과점상태를 유지했었다. NHNgames는 그 기간에 성공적으로 시장에 진입하여 좋은 성과를 내고 주요한 플레이어로 자리매김에 성공했다. 이러한 맥락에서 본 연구는 MMORPG 시장에 성공적으로 진입한 NHNgames의 사례를 Kalyanaram과 Gurumurthy의 기본전략 프레임을 통하여 성공적인 시장 진입 전략의 요소를 정리하고 분석하였다. 이 논의는 이후에도 끊임없이 반복될 온라인 게임 시장 진입의 문제에 함의를 제공하여 산업의 발전을 도모하는 데 기여할 수 있으리라 기대된다.