북경올림픽 이후 변화된 중국의 국가 및 기업이미지가 한국소비자들의 중국제품평가에 미치는 영향
On How the Chinese Country and Cooperate images Enhanced from the Beijing Olympics Influenced Korean Customers’ Evaluation on Chinese Products
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본 연구는 최근 올림픽 개최로 중국의 국가이미지와 기업이미지가 이전보다 개선되었을 것이라는데 중점을 두고, 한국소비자들을 대상으로 이러한 두 요인들이 중국제품평가에 어떠한 영향을 미치는가를 분석하는데 주요 연구목적이 있다. 분석결과, 국가이미지와 기업이미지는 모두 부분적으로 한국소비자들의 중국제품평가에 영향을 미치는 것으로 나타났으며, 기업이미지의 영향이 국가이미지보다 상대적으로 더 큰 것으로 나타났다. 끝으로 본 연구에서는 이러한 분석결과를 토대로 중국정부와 기업에 대하여 성공적인 한국현지경영을 위한 국가 및 기업이미지 제고와 관련된 전략적 시사점을 제공하고 있다.
Abstract
The Chinese country image and cooperate image are assumed, due to the Beijing Olympics, to have been much enhanced. The main purpose of this study is to analyze how the enhanced images so assumed can effect Korean customers' evaluation on Chinese products. The analysis resulted in telling that the cooperate image worked better than the country image in influencing Korean customer's judgment although each image has its own influence. This may provide some strategic suggestions with regards to reconsidering Chinese government and cooperates for Korean local businesses in China to be successful.
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