* 원문을 보시려면 해당 사이트 로그인이 필요합니다.

【요 약】

Ⅰ. 연구목적 및 배경 ·············································1

Ⅱ. 중국의 3대 신유통 현황 및 전망 ·····························5
1. TV홈쇼핑 ···························································5
2. 인터넷 쇼핑 ·························································15
3. 직접판매(방문판매) ················································24

Ⅲ. 우리기업의 진출전략 ··········································35
1. 홈쇼핑(TV홈쇼핑, 인터넷 쇼핑몰) 진출전략 ·················35
2. 홈쇼핑을 이용한 우리기업의 중국시장 진출전략 ··············37
3. 방문판매를 이용한 우리기업의 중국시장 진출전략 ···········39

Ⅳ. 시사점 ·························································41