In China, as a result of rapid economic growth over recent years, the income of consumers has increased and a new middle class has been created. The economic focus has shifted from producing to consuming and the pattern of consumer spending has also shifted from the purchase of groceries, the hallmark of an underdeveloped country, to the purchase of consumer goods. As such, the proportion of consumers in China is getting bigger year by year. A number of Korean companies have established diplomatic ties with China in order to extend their businesses into China’s consumer market, but the extent of this market penetration has largely gone unreported. As the economy of China continues to grow rapidly, the country is currently entering a transitional era in which policies to protect consumer rights are established and the patterns of a consumer culture are re-organized by the introduction of Western culture. This radical series of changes also has resulted in changes in the habits of Chinese consumers and the dynamics of the consumer market. Above all, Chinese consumption trends are changing fast and resembling global consumer markets more and more, which has elevated the level of consumer awareness and increased consumers’expectation toward companies. To meet customer needs and enhance the image of companies, companies need to change their marketing from mass marketing aimed at random groups of people to active communication based on individual marketing. To this end, specific strategies to manage customers in order to establish direct communication have to be put in place. Customer management strategies which enable customer loyalty to companies to be promoted should lead to the establishment of long-term relations between companies and customers and repurchasing practices by customers, which is the key to the success of companies.