한국 화훼산업의 중국 진출 전략에 관한 연구

The rising living standard of modern people day after day has resulted in more and more interest in the floricultural industry especially with exploding demands for cut flowers directly- related to interior decorations or environments. This study thus set out to propose strategies for entering the Chinese market by comparing and analyzing the South Korean and Chinese floricultural industries. First, the study was to promote the accurate understanding of concepts of flowering plants, floricultural industry, and flowering plants-related terms. Second, the study was to analyze the South Korean and Chinese floricultural markets by comparing the two countries’ floricultural industries. Third, the study was to conduct an in-depth interview with an expert on the floricultural field and use the results to set strategies for entering the Chinese market. Finally, the study was to analyze the current states of South Korean and Chinese floricultural markets and identifying problems with the South Korean and Chinese floricultural industries, thus proposing countermeasures. Based on those findings, the study proposed the following strategies for the South Korean floricultural industry to enter the Chinese market: First, it should develop competitive, superior varieties and improve the varieties according to the needs of Chinese consumers. Second, there is a need to establish and support a cooperative or an industrial complex for specialized floricultural product exports. Third, it is necessary to participate in and utilize floricultural exhibitions held in China. Fourth, it is required to improve the inefficient distribution structure and utilize the logistic base for the distribution of agricultural, fishery and food products to enter the mainland Chinese market.