※ [2016 수출업체 해외시장조사 지원사업] 중국 디저트류 식자재 시장 소비자 조사보고서 자료입니다. 

Ⅰ. 시장조사 개요········································································· 4
2. 수출역량 진단 결과 ································································ 4
3. 시장조사 세부 추진 일정···························································· 5

Ⅱ. 시장조사 추진 결과································································ 6
1. 對중국 시장진출, 유망 경로 도출··················································· 7
1-1. 유망 경로 도출 프로세스 ························································ 9
1-2. 유망 경로 도출 수행 ··························································· 10
1) 중국 시장 전체 유통구조 분석
(1) 유통구조도
(2) 유통 특징 및 이슈
2) 유통경로별 심층 분석
(1) 유통경로별 진출 유망도
(2) 유통형태 세분화
(3) 유통기능 세분화
1-3. 유망 경로 도출 결과 ··························································· 23
2. 제품 개선방향 설정································································· 25
2-1. 제품 개선방향 설정 프로세스···················································· 25
2-2. 제품 개선방향 설정 수행························································ 26
1) 전문가 및 바이어 인터뷰 결과 분석
(1) 브랜드 평가
(2) 제품 평가
2) 경쟁제품 비교 분석
(1) 경쟁사 및 제품 선정
(2) 분석 기준 설정
(3) 경쟁제품 정량 분석
(4) 경쟁제품 정성 분석

3. 효과적인 마케팅 방안 도출 ························································ 44
3-1. 마케팅 방안 도출 프로세스 ······················································44
3-2. 마케팅 방안 도출 수행 ························································· 45
1) 전문가 및 바이어 인터뷰 결과 분석
2) 경쟁사 홍보전략 분석
(1) 활용 채널
(2) 제품 홍보 방식
3-3. 마케팅 방안 도출 결과 ························································· 50
1) 온라인 마케팅 방안 도출
(1) SNS 마케팅 Tool
(2) 온라인 쇼핑몰
2) 오프라인 마케팅 방안 도출
(1) 잡지 및 간행물
(2) 전시회

Ⅲ. 진출 로드맵 수립································································· 58
1. 단기 진출전략······································································· 59
2. 중장기 진출전략····································································· 60

Ⅳ. 부록·················································································· 61
1. 현지 전문가 패널테스트 수행 결과 ··············································· 62
참고 자료 ··········································································· 74