중국진출 한국 물류기업의 마케팅전략과 성과에 관한 연구

다국어 초록 (Multilingual Abstract)

Korean companies' logistics strategy has been converted gradually from a traditional simple transhipment model of the early stage to modern intermodal model. It is necessary to establish and execute various marketing strategy according to environmental features in order to develop as a more competitive distribution enterprise in the extensive chinese logistics market. Therefore, in this study, Korean logistics companies' environments are divided into the company, CEO, culture and logistics-industry features and each influences between the factors and the marketing strategies are analysed respectively. And finally will seek a plan to raise the performance of the logistics companies.
The results of this study are as follows;
First, in the relationship between the environment of logistics and marketing strategy, environment for CEO and companies characteristics to marketing strategy has statistically significant positive (+) impact, but the logistics-industry features and cultural characteristics show statistically not to affect significantly.
Second, in the relationship between marketing strategy and performance, marketing strategy to the performance of the logistics shows significant positive (+) effect statistically.
Third, in the relationship between logistics environments and performance, environment about companies characteristics and logistics-industry on either side shows statistically significant positive(+) effect to the performance.
In addition, each element of marketing strategy, the results are as follows;
First, between the environments and product(logistics services) strategy, company characteristics and CEO characteristics to the product(logistics services) have statistically significant impact on the strategy. However, cultural and logistics-industry characteristics do not show statistically significant impact on the product strategy.
Second, between the environment and price strategy, as shown in the analytical results, company, CEO, cultural and logistics-industry characteristics all indicate statistically significant impact on the price strategy.
Third, between the environments and place strategy, company, CEO, cultural and logistics-industry characteristics also show all statistically significant impact on the place strategy.
Fourth, between the environments and promotion strategy, company and CEO characteristics have statistically significant impact on the promotion strategy. However, cultural and logistics-industry characteristics have no significant impact respectively.
Differences of this study are as follows;
First, in the academic point of view, on the contrary to the previous typical studies have been focusing on new market strategic perspective to study on market factors which can enhance performance by controlling the entry plan, this study is focusing on environments of the logistics, in other words, on the company's own internal and external environments. The companies' and CEOs' personal characteristics as internal environments and cultural characteristics and local logistics industry features in Chinese market as external elements are focused which lead to continuous successful results after market entry.
Second, in terms of logistics companies, the results of this study can be utilized as a useful guidance for human resources management in Chinese logistics' fields to enhance corporate performance through smooth company management without any problem. It's also focused on local cultural adaptation strategy. Not only for local companies' practices but also for local employees' emotions, keen attention is needed by recognizing the importance of cultural adaptation of the company's own culture and by adapting the localization program to run by which can survive and success in China.
And finally for improving the performance of logistics, followings are recommended;
First, in terms of company characteristics, company should build logistics' provision system, recruit marketing human powers and maintain and develop the knowledge for related business. In order to compete with multinational logistics staff managements, they have to raise the skill and companies also have to build logistics infrastructures which are equipped with global logistics systems.
Second, in terms of CEO's characteristics, the executive managements who are qualified leader with experiences are required to expand the Chinese market with commitment to new markets. CEO who are also being upgraded quickly, taken advantage of information technology and experienced diversified marketing strategy should be interested in logistics informations for the competitors' which could attribute for their company.
Third, in terms of the cultural characteristics, it is necessary to engage local employees to facilitate adaptation to the work environment and to prevent verbal communication problem in China. And we have to make Chinese shippers understand the same basic operational logistics system necessary for their use in shipping businesses.
Finally, in terms of the logistics-industry of the Chinese market, it is necessary to understand that the development of logistics information technology and information systems are quite important, and they also have to take advantage of the provision of professional logistics services of the 3PL outsourcing. Because of intensified severe competition among the multinational logistics companies in huge Chinese market, building a seamless pool of human resources is also very important.

목차 (Table of Contents)

• 제1장 서론 1
• 제1절 연구의 배경과 목적 1
• 제2절 연구의 방법 및 범위 3
• 제2장 중국물류 현황과 진출과제 6
• 제1절 중국물류 현황 6
• 1. 중국물류 정부 조직과 정책 6
• 2. 중국물류 아웃소싱 현황 11
• 3. 한중 간 물류 현황 14
• 제2절 중국진출 필요성과 과제 16
• 1. 글로벌 물류환경의 변화 16
• 2. 물류기업의 중국진출 현황과 필요성 19
• 3. 국내 물류기업의 중국진출 방식 25
• 4. 중국진출 기업의 과제 27
• 제3장 선행연구 30
• 제1절 기업의 일반적인 해외진출에 관한 이론 30
• 1. 독점적우위 이론 30
• 2. 내부화 이론 31
• 3. 절충 이론 32
• 4. 거래비용 이론 34
• 5. 자원기반 이론 37
• 제2절 해외진출 한국물류기업에 대한 선행연구 39
• 1. 환경 특성에 대한 선행연구 39
• 2. 마케팅전략에 대한 선행연구 55
• 3. 성과측정에 대한 선행연구 65
• 제4장 연구의 설계 70
• 제1절 연구모형 70
• 1. 연구모형 70
• 2. 변수 73
• 제2절 가설설정 및 자료수집 78
• 1. 가설설정 78
• 2. 분석방법과 자료수집 82
• 3. 설문지 구성 85
• 제5장 실증분석 87
• 제1절 한국 물류기업의 일반적 특성분석 87
• 1. 표본의 유형분석 87
• 2. 표본의 영업분석 90
• 제2절 분석결과 및 시사점 93
• 1. 신뢰성분석 및 타당성분석 93
• 2. 상관관계 분석 및 가설검증 102
• 3. 마케팅 4P 요소별 분석결과 111
• 4. 분석결과의 논의 및 시사점 121
• 제6장 결론 129
• 제1절 연구의 요약 129
• 제2절 연구의 한계 및 향후 연구 132
• 1. 연구의 한계 132
• 2. 향후 연구 133
• 참고문헌 134
• ABSTRACT 143