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Comparison of Importance of Marketing-Mix between Korean and Chinese Consumers
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한중 소비자간 마케팅 믹스 중요도 비교

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Type
Academic journal
Author
Insuk Hwang (서울시립대학교)
Journal
The Korea Contents Society JOURNAL OF THE KOREA CONTENTS ASSOCIATION Vol.11 No.3 KCI Accredited Journals
Published
2011.3
Pages
377 - 388 (12page)

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Result
Comparison of Importance of Marketing-Mix between Korean and Chinese Consumers
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Abstract· Keywords

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Different from earlier studies which investigated Chinese market from the perspective of macro strategy, this study compares importance of marketing-mix between Korean and Chinese consumers from that of basic marketing. As elements of marketing-mix for the comparison, product quality, brand, product price, atmosphere of a shopping store, advertising, and price discount are selected. The survey research was conducted to test hypotheses in major Korea and Chinese cities, Seoul, Pusan, Beijing, and Shanghai, from Jan. to Feb. 2010. A total of 315 respondents born in 1980s were interviewed individually by well-trained Chinese and Korean research assistants. Results show that the importance of the product price is higher among Chinese while the importances of the brand and the advertising are higher among Korean. It is also found that the product quality is evaluated more importantly among Chinese while the atmosphere of the shopping store is among Korean within .1 significance level. The mean difference of the importance of the price discount between both countries' consumers is not found statistically.
#한중 소비자 #상품품질 및 브랜드 #상품가격 #매장분위기 #광고 및 가격할인 #Korean and Chinese Consumers #Product Quality #Brand #Product Price #Atmosphere of a Shopping Store #Advertising #Price Discount

Contents

요약
Abstract
Ⅰ. 머리말
Ⅱ. 이론적 배경
Ⅲ. 가설
Ⅳ. 연구방법
Ⅴ. 결과
Ⅵ. 연구 결과 요약 및 논의
Ⅶ. 연구의 한계 및 향후 연구 방향
참고문헌
저자소개

References (36)

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1. [인터넷자원] - / / http://www.nso.go.kr google schola 2. [인터넷자원] - / / http://www.worldbank.org.cn google schola 4. [보고서] - 백권호 / 2002 / 중국 진출 한국기업의 경영 현지화에 관한 연구 dbpia 5. [학술지(정기간행물)] - 안종석 / 2006 / 중국 진출 한국기업의 현지화 전략 / 동남아시아연구 3 (1) : 217 ~ 254 google schola 6. [학술지(정기간행물)] - 한충민 / 2000 / 중국진출 한국기업의 직접투자성과 결정요인에 관한 실증적 연구 / 국제경영연구 11 (2) : 375 ~ 397 google schola

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