Offshore Game

There is an unique geographic and historical relation between China and South Korea. China is South Korea's close neighbor market, which, compared with that in European and American countries, provides South Korea with more convenience for exploring the Chinese market, including: the same Confucian cultural background, the similarities in their culture and so on. Therefore, Korea and China have similarity and proximity in culture. However, when they enter the Chinese market, South Korean companies could face the advantages and disadvantages resulting from the similarity. By taking advantages of such a complex relationship, South Korea succeeds to launch a series of strategies for the Chinese market, which use to approach mainland China the geographic relations and the advantageous cultural condition, breaks through the bottleneck that owns resources not to be very rich and the national territory insufficiently broad, That is the meaning of "offshore game" in this article. Studying the sort of infiltration strategic posture, internal structure and its influence is where the leitmotiv of this paper.This topic's significance lies in: From the standpoint of the "regional competition", this paper aims to explore the possibility and strategic function of regional cultural historic tradition in modern international competition. The game strategy of Korea Institute of Design in the Chinese market is a typical case, which can be carried out by analyzing its structure and influence, and by demonstrating the effectiveness of the factors about geographic relations, cultural resources, emotion guidance and so on in competition strategy, it will be easy to explore the action of the cultural strategy and to expand overseas markets, furthermore, to enhance the useful reference of the design competitiveness.The subject is mainly described by field research and deep research methods. By describing South Korean design culture to China's seepage phenomenon under the influence of "Korean wave", this paper will take the Chinese people's views on the Korean soap operas, South Korean fashion styles in China, South Korea's brand recognition, as well as the South Koreans' living in China, and to carry on the analysis as the investigation and study spot; Based on the field research, this paper will analyze the comprehensive strategy of Korean designs' enter in the Chinese market; In view of Specific cases to launch the multi-layered explanation from each kind of market phenomenon's cultural element to study how the South Korean Enterprises go down to the Chinese market step by step under the region competition strategy background; Finally, this paper will analyze what Chinese design can learn from this strategy.The way in which Korean design enters the Chinese market under the international situation of regional competition has been analyzed in the subject. Relying on close neighbor geographic relations and the cultural similar superiority with China, that's to say, the Chinese market is both the neighbor market and the main market to South Korea, this close neighbor market could be opportunities and challenges to South Korea. Therefore, Korean design in the Chinese market takes the culture as design strategy and offshore strategy, and starts the offshore gaming in Chinese market. The subject's primary intention is not only to talk about Korean design, but to hope we can see from this that: as regional competition becomes intense nowadays, a country's design will be subjected to various influences such like the geography relations, the cultural guidance, the strategy choice and so on in the development of the overseas market, and the key point lies in how effectively they can use these things to grasp the opportunity and to use the design strategy based on trade-offs. In a word, a national design's development and the promotion can not be accomplished by any individual enterprise, or a single product. It requires various aspects coordinated and the overall strategic support. I hope that this understanding can provide some valuable enlightenment for Chinese design to obtain success in the regional competition.