다비치 안경의 중국진출 전략

소개글

다비치안경의 중국진출 사례를 분석하였습니다.

목차

Ⅰ. 서론
1. 기업소개·················································································2
2. 선정동기·················································································2
1) 기업 선정동기······································································2
2) 시장 선정동기······································································2
3) 물품 선정 동기·····································································3

Ⅱ. 본론
1. 중국 안경시장의 현황································································4
2. 중국 소비자 성향······································································5
3. 다비치 안경의 중국진출 전략·····················································6
(1) SWOT 분석·······································································6
(2) 4P전략············································································12

Ⅲ. 결론
1. 시사점···················································································15

<참고문헌>

본문내용

세계에는 수많은 안경회사가 있다. 우리나라 역시 굉장히 많은 안경회사가 있다. 소규모 안경 생산업체에서부터 대규모 판매 대리점까지 우리생활 곳곳에서 접할 수 있다. 그러나 그 중에서 거의 90%이상은 알려지지 않은 부품생산 공장이든가, 개인소유 안경점일 것이다. 하지만 다비치 안경, 1001 안경 등은 전국적으로 대규모의 체인점을 가지고 있고, 우리나라를 대표하는 기업이다. 이 중 다비치 안경은 현재 미국에 진출해 있으며, 중국까지 진출을 고려하고 있어, 우리나라 안경회사 중 토종 프랜차이징 기업으로 발돋움하고 있어, 앞으로 우리나라 안경 사업에 대해서 많은 영향을 줄 수 있을 것 같아 선정하게 되었습니다.

참고 자료

한국안경신문 http://www.opticnews.co.kr
한국무역협회 http://www.kita.net
파이낸셜뉴스 http://www.fnnews.com
HKTDC(홍콩무역발전국) http://www.hktdc.com
안경사클럽 http://www.opticianclub.co.kr
온바오닷컴 http://www.onbao.com