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๋ฏธ๊ตญ ๊ธฐ์—…๋“ค์˜ ์ค‘๊ตญ ์ง„์ถœ ์‹คํŒจ ์—ญ์‚ฌ by VISUALCAPITALIST.com

๋ณธ๋ฌธ

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๋‹ค๋ฅธ ๋‚˜๋ผ ์ •๋ถ€์™€๋Š” ๋ฒฝ์„ ์„ธ์šฐ๋ฉฐ ์‚ฌ์—…์„ ์ „๊ฐœ ์ค‘์ธ ์• ํ”Œ์ด ์˜์‹ํ•˜๋Š” ๋‚˜๋ผ, ์–ด์ฉŒ๋ฉด ๋ณธ๊ตญ์ธ ๋ฏธ๊ตญ๋ณด๋‹ค ๋” ๋ฏผ๊ฐํ•˜๊ฒŒ ๋ฐ˜์‘ํ•  ๋‚˜๋ผ๊ฐ€ ์ค‘๊ตญ์ด ์•„๋‹Œ๊ฐ€ ์‹ถ์€๋ฐ์š”. 14์–ต ๋ช…์„ ํ›Œ์ฉ ๋„˜๋Š” ์ธ๊ตฌ์™€ ๋น ๋ฅธ ์‹œ์žฅ ์„ฑ์žฅ์œผ๋กœ ์ปค์ง„ ์ค‘๊ตญ ์‹œ์žฅ์ด ์• ํ”Œ์—๊ฒ ์ฐธ ํƒ์ด ๋‚˜๊ธฐ ๋•Œ๋ฌธ์ผ ๊ฑฐ๋ผ๋Š” ๊ฒƒ ์šฐ๋ฆฌ ๋ชจ๋‘ ์ด๋ฏธ ์ž˜ ์•Œ๊ณ  ์žˆ์Šต๋‹ˆ๋‹ค. ํ•˜์ง€๋งŒ, ๊ณต์‚ฐ์ฃผ์˜์—์„œ ์‹œ์žฅ๊ฒฝ์ œ๋ฅผ ์ ๋‹นํžˆ ๋…น์ธ ํ›„ ๋…์žฌํ•˜๋“ฏ ๋Œ๊ณ  ๊ฐ€๋Š” ์‹œ์žฅ์ด ์„œ๊ตฌ์ฒ˜๋Ÿผ ์ž์œ ์ฃผ์˜ ์‹œ์žฅ๊ฒฝ์ œ๋ฅผ ์ ์šฉํ•œ ๋‚˜๋ผ๋“ค๊ณผ๋Š” ์—ฌ์ „ํžˆ ๋‹ค๋ฅธ๋ฐ์š”. ๊ทธ๋ž˜์„œ ์ค‘๊ตญ์— ๋ฟŒ๋ฆฌ๋ฅผ ๋‚ด๋ฆฌ๊ฒ ๋‹ค๊ณ  ๋›ฐ์–ด๋“  ๊ธ€๋กœ๋ฒŒ ๊ธฐ์—…๋“ค, ํŠนํžˆ ๋ฏธ๊ตญ ๊ธฐ์—…๋“ค์˜ ํฅ๋ง์€ ์ง€๊ธˆ๋„ ์ข…์ข… ํšŒ์ž๋˜๊ณ  ์ž‡๋Š”๋ฐ์š”.

 

๊ฑฐ๋Œ€ํ•œ ์ค‘๊ตญ ์‹œ์žฅ์„ ๋ฐ”๋ผ๋ณด๊ณ  ๋›ฐ์–ด๋“ค์—ˆ์ง€๋งŒ, ์‹คํŒจํ•œ ๋ฏธ๊ตญ ๊ธฐ์—…๋“ค


VISUAL CAPITALIST๊ฐ€ ์ •๋ฆฌํ•œ ์ด ์ธํฌ๊ทธ๋ž˜ํ”ฝ์—๋Š” 2000๋…„๋ถ€ํ„ฐ ํ˜„์žฌ๊นŒ์ง€ ์ค‘๊ตญ์— ์•ผ์‹ฌ์ฐจ๊ฒŒ ์ง„์ถœํ–ˆ์ง€๋งŒ, ๊ณ ๋ฐฐ๋ฅผ ๋งˆ์…”์•ผ ํ–ˆ๋˜ ๋ฏธ๊ตญ ๊ธฐ์—…๋“ค์ด ์—ด๊ฑฐ๋˜์–ด ์žˆ๋Š”๋ฐ์š”. ์ค‘์‚ฐ์ธต๋งŒ 7์–ต ๋ช…์ด๋‚˜ ๋œ๋‹ค๋Š” ์ค‘๊ตญ ์‹œ์žฅ์€ ๋น„๋‹จ ๋ฏธ๊ตญ๋ฟ ์•„๋‹ˆ๋ผ ์ „ ์„ธ๊ณ„ ๊ธฐ์—…๋“ค์ด ๋›ฐ์–ด๋“ค๊ณ  ์‹ถ์€ ๋งค๋ ฅ์ด ์žˆ์ง€๋งŒ, ์ •๋ถ€ ์ •์ฑ…์— ๋”ฐ๋ผ ํ•œ ์ˆœ๊ฐ„ ๋’ค๋ฐ”๋€Œ๋Š” ๊ทœ์ œ์— ์ถœ๋ ์ด๋ฉฐ ์กฐ๊ธˆ์”ฉ ํž˜์„ ํ‚ค์šฐ๋Š” ์ค‘๊ตญ ๊ธฐ์—…๋“ค๊ณผ ์‰ฝ์ง€ ์•Š์€ ๊ฒฝ์Ÿ์„ ๋ฒŒ์ด๊ณ  ์žˆ๋Š”๋ฐ์š”. ์ด ์ธํฌ๊ทธ๋ž˜ํ”ฝ์—๋Š” ์•ผํ›„, ์ด๋ฒ ์ด, ์•„๋งˆ์กด, ๋ฒ ์ŠคํŠธ๋ฐ”์ด, ํ™ˆ๋””ํฌ, ๊ตฌ๊ธ€, ๊ทธ๋ฃจํฐ, ํฌ์—๋ฒ„ 21, ์šฐ๋ฒ„, ๋ฉ”์ด์‹œ์Šค ๋ฐฑํ™”์ , ๋งํฌ๋“œ์ธ ๋“ฑ์˜ ํž˜๊ฒจ์› ๋˜ ๊ธฐ๋ก์ด ๊ฐ„๊ฒฐํžˆ ์ •๋ฆฌ๋˜์–ด ์žˆ์œผ๋‹ˆ ์‚ดํŽด๋ณด์„ธ์š”~^^

 


 

American Companies That Failed in China

The Chinese market is notoriously difficult for foreign businesses to gain a foothold in. Here, we look at U.S. brands that tried and failed

www.visualcapitalist.com

 

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