A Study On The Localization Strategy Of Korean Marketing In China

China has been growing and developing rapidly since the 1990 s. In recent years, China has become the world’s fastest growing market place. Korean enterprises have entered China from mid-1990 to now. Low Production cost, a large land, an abundance of resource of China can be bases on various opportunities. However before enter the Chinese market, the biggest thing that we should consider about is that different market environment, different culture, different value will be able to make a big trouble. Thus some of enterprises used to experienced failures. In order to avoid those failures and risks, Korean enterprises should make some localization strategy to enter Chinese market.Hence, this study will examine, on the basis of localization theory, Korea enterprises’ localization in China. It will take one of the Korea leading companies, E-land as a case which has successfully launched in china. Through this case study, this study put marketing, production,,R&D, management on the investment in China all accounts together and then suggest Korea enterprise which is planning to launch on China localization strategy.The E-LAND group, which is now operating 80 brands, is the biggest fashion producer and distributor in Korea. The group entered China in 1994, with its famous brand ‘E-LAND’, till 2012, it has brought 23 brands into China, and has obtained a good economic result, and the brand of ‘E-LAND’ has been considered as the ‘one of best sellers’ in China, at the same time other brands are been brought in at a slapping pace of 3 or 4 years, and growing very fast.The E-LAND group entered China with localization strategy, but fashion market of China is different from other countries and Korea, and the competition is very fierce. The E-LAND group has its strengths and weaknesses how to face the challenges and seize the chances in Chinese market is a very important subject.