As the world economy is changing, the global fashion industry is becoming highly open and globalized. Recently, with the emergence of successful global companies, garment industry’s internationalization and its output has received greater attention, garment industry is becoming the essential composi...
As the world economy is changing, the global fashion industry is becoming highly open and globalized. Recently, with the emergence of successful global companies, garment industry’s internationalization and its output has received greater attention, garment industry is becoming the essential composition of economic growth in Korea. With the rapid growth of Chinese economy, China is becoming the melting pot for foreign multinational corporations, entering into Chinese market is the general trend for Korea garment industry. In this regard, this study is about the localization strategy for the Korean clothing industry in China. Through presenting the successful Localization process, we intend to analyze how Korean garment enterprises choose the right strategies which appropriate to the environment to achieve success localization strategy in China. Specifically, the successful Korean company E-LAND, THE BASIC HOUSE and EXR were selected to be research objects. This examination showed that these success factors served important roles in the companies' success in the Chinese market. Therefore, this study is aimed at facilitating globalization of Korean fashion businesses, and it analyzed what is behind the success of the Korean companies making successful inroads into the Chinese market, in order to suggest measures to allow Korean companies to run successful business in the foreign market. In particular, this study examined the three cases of Korean fashion companies, E-LAND, THE BASIC HOUSE and EXR, in Chinese market and had compared with the strategies among three firms to find some similarities and different points in strategy. We also had compared with the strategy between Chinese market’s and in Korea in order to identify their success factors, such as marketing localization strategy and human resource management localization in China that are different from Korean that the subsidiary companies have the freedom of decision-making which can be used to help enterprises to advance and give some worthy suggests for other Korean garment industry to make inroads into the overseas markets, especially in Chinese market. This study aims to examine the success factors in the Chinese fashion market expecially the relationship between the strategies of enterprise and the business performance. As the same time we also need to found some problems to solve in order to support the Korean garment industry to be more competitive in the Chinese market and inform them of what they should be prepared before entering into oversea market.
As the world economy is changing, the global fashion industry is becoming highly open and globalized. Recently, with the emergence of successful global companies, garment industry’s internationalization and its output has received greater attention, garment industry is becoming the essential composition of economic growth in Korea. With the rapid growth of Chinese economy, China is becoming the melting pot for foreign multinational corporations, entering into Chinese market is the general trend for Korea garment industry. In this regard, this study is about the localization strategy for the Korean clothing industry in China. Through presenting the successful Localization process, we intend to analyze how Korean garment enterprises choose the right strategies which appropriate to the environment to achieve success localization strategy in China. Specifically, the successful Korean company E-LAND, THE BASIC HOUSE and EXR were selected to be research objects. This examination showed that these success factors served important roles in the companies' success in the Chinese market. Therefore, this study is aimed at facilitating globalization of Korean fashion businesses, and it analyzed what is behind the success of the Korean companies making successful inroads into the Chinese market, in order to suggest measures to allow Korean companies to run successful business in the foreign market. In particular, this study examined the three cases of Korean fashion companies, E-LAND, THE BASIC HOUSE and EXR, in Chinese market and had compared with the strategies among three firms to find some similarities and different points in strategy. We also had compared with the strategy between Chinese market’s and in Korea in order to identify their success factors, such as marketing localization strategy and human resource management localization in China that are different from Korean that the subsidiary companies have the freedom of decision-making which can be used to help enterprises to advance and give some worthy suggests for other Korean garment industry to make inroads into the overseas markets, especially in Chinese market. This study aims to examine the success factors in the Chinese fashion market expecially the relationship between the strategies of enterprise and the business performance. As the same time we also need to found some problems to solve in order to support the Korean garment industry to be more competitive in the Chinese market and inform them of what they should be prepared before entering into oversea market.
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