关键词：research for strengthening cooperation with local distributors will be essential
摘 要：China has entered into a new normal growth period(新常态)and has faced internal and external reforms to improve its system,such as overcoming production deficit,industrial restructuring,and securing new growth engines.As Chinese GDP has grown,Korean companies have also begun to enter China's domestic market which is very big and attractive for most Korean enterprises.Moreover,with the expansion of the middle class and the increase of online distribution channels,people's interest in food safety and the food regulations of the government,the Chinese fresh food market is getting bigger.Therefore,food companies such as CJ Cheiljedang(CJ Foods)and Pulmuone which are some of the most famous food companies in Korea have decided to enter the Chinese market.These two companies have headquartered subsidiaries in China in relation to the company's fresh food brand selected in this study,and we can see how they have succeeded in localization marketing through their experience in China business failure.This study is to find out what is the overall marketing strategy for Korean food enterprises such as CJ Cheiljedang and Pulmuone Foods corporations based on Marketing 4P(Product,Place,Price,Promotion)and SWOT.In common,they utilize leading R&D technology to supply locally produced fresh-cut products through their distributors,in particular,Pulmuone wants to focus on online sales according to the Chinese fresh food distribution trend.As a result,we can see what kind of competitive food marketing they have in comparison with other Chinese food companies existed,and the long-term prospects of Korean food companies in the Chinese market.Also,the other Korean company who wants to enter into Chinese fresh food market will be able to regard this study as their reference in advance.The research methodology consists of exposed information such as the company's site,brochure,thesis,and articles,as well as information gained by visiting the large marts located in downtown Beijing and the conference related to the two companies.These are the primary data.The author also uses the secondary data that proved and validated our research through interviews with company officials that additional data was ambiguous or unexposed.Although the STP method only set in the city and the primary data proving method through limited interviews serve as a limitation point of this study,the current status of Korean companies' marketing in the rapidly changing Chinese market can be seen in depth.In the future,it will be necessary to understand what resources are available and complementary resources in addition to R&D,which is the strength of Korean companies,and strategic
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