※ [2016 수출업체 해외시장조사 지원사업] 중국 유아용 보리음료 시장 소비자 조사보고서 자료입니다.

제1장 조사 배경 및 목적 ············································································· 1
제1절 연구의 배경 및 목적 ··········································································1
제2절 연구의 범위와 방법 ············································································2
제3절 연구의 기대효과··················································································3

제2장 청두시장 진출을 위한 사전 준비단계 ········································· 4

제1절 음료 중국수출 프로세스····································································4
1. 중국음료 분류 ···························································································4
2. 통관절차·····································································································5
3. 음료 통관 주의사항·················································································7

제2절 중국 지적재산권 절차 및 방법························································8
1. 중국 상표 출원 ·························································································8
2. 중국 의장특허(디자인)출원 ··································································11
3. 온라인 복제품 예방을 위한 중국내 저작권 등록···························13

제3절 중국 수출을 위한 라벨링 프로세스 ··············································15
1. 중국식품 라벨 규정···············································································15
2. 중국식품 라벨링 등록 체크포인트·····················································16

제3장 청두 지역시장의 개황 및 특징 ····················································· 19
제1절 청두시장 개황 이해 ··········································································19
1. 일반사항····································································································19
2. 주요 경제지표 ··························································································22
3. 쓰촨성 주요 산업 ····················································································25
4. 청두의 지리적 경쟁력············································································26

제4장 청두 현지 시장조사 결과 및 수입상/유통상 정보 ················· 28
제1절 경쟁제품 비교분석 및 진출사례····················································28
1. 경쟁상품 선정 ··························································································28
2. 중국내 유아용 보리음료 현황 ······························································32
3. 유사 품목 중국진출사례 및 문제점····················································33
제2절 청두시 수입상 및 유통상 발굴 및 검증······································35
1. 청두시 수입상 및 유통상 발굴 ··························································35
2. 청두시 수입상 및 유통상(대리상/경소상) 검증방법 ·····················39
제3절 청두 현지조사 및 유통상 수출타당성 미팅결과························44
1. 바이어 미팅 및 의견 ············································································44
2. 바이어 의견 종합 ··················································································55
3. 현지 공관장 의견 ··················································································57

제5장 청두 수출을 위한 사전 온라인 마케팅 단계 및 시장접근전략 ········· 61
제1절 수출을 위한 사전 온라인 마케팅 단계········································61
1. 온라인 마케팅의 필요성········································································61
2. 웨이보 마케팅 ··························································································68
3. 위쳇 마케팅·····························································································71
4. 메이파이 마케팅·····················································································73
5. 중국내 주요 SNS 활용방안 및 Online Marketing의 최적화 ······· 75
6. 중국내 주요 SNS 콘텐츠 포인트·······················································76
제2절 수출 확대를 위한 향후 시장접근 전략········································77
1. 스토리텔링을 통한 제품 이미지 제고 ················································77
2. 한·중 FTA 채널을 활용한 시장접근·················································80
3. 중국 역직구 채널을 활용한 시장접근 ···············································87

제6장 결론 및 제언 ····················································································· 97
제1절 결론 ······································································································97
제2절 제언 및 시사점··················································································99

참고문헌 ······································································································· 102
부록 ··············································································································· 104