현지화된 제품은 소비자에게 긍정적인 영향을 미칠까?: 제품 유형과 소비자 제품 경험을 중심으로
Will Localized Products have a Positive Impact on Consumers?: Focusing on Product Types and Consumer Product Experience
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초록
글로벌 마케팅의 변화 속도가 빠르게 변하고 있다. 글로벌 네트워크와 소셜 미디어를 통해 실시간으로 뉴스와 정보가 확산되고 있기 때문이다. 기업은 글로벌 시장을 대상으로 표준화 전략과 현지화 전략을 수립한다. 본 연구는 글로벌 브랜드의 제품 현지화 전략을 살펴보고 제품 현지화 전략의 효과를 확인하고자 하였다. 또한 글로벌 시장과 글로벌 제품의 영향력이 증가되는 상황에서 글로벌 제품의 현지화된 마케팅 전략의 중요성과 제품속성에 따른 차이를 분석하였다. 제품 현지화 전략에 관한 본 연구의 결과를 요약하면 다음과 같다. 첫째, 현지화 전략과 소비자 태도의 관계는 제품 유형에 따라 다르게 나타났다. 둘째, 현지화 전략과 소비자 태도 사이에 소비자 경험의 조절 효과를 확인하였다. 현지화 전략은 음료제품(vs. 노트북 제품)에서 효과적이었다. 그리고 글로벌 제품 경험이 없는 대상에 효과적이었다. 그러므로 현지화 전략은 제품의 속성, 소비자의 경험 차이를 고려하여 수립될 필요성을 갖는다. 본 연구 결과를 토대로 글로벌 브랜드의 현지화 전략에 대한 이론적 시사점을 제시하고 글로벌 마케팅에서 브랜드 전략 수립에 관한 실무적 시사점을 제시하였다.
Abstract
Global marketing is changing rapidly. This is because news and information are spreading in real time through global networks and social media. Firms establish standardization and localization strategies for global markets. This study was intended to examine the localization strategies of products of global brands and to confirm the localization strategies of products. It also analyzed the importance and considerations of localized marketing strategies for global products in an environment of increasing global market and global product influence. The results of this study on product localization strategies are summarized as follows. First, the relationship between localization strategy and consumer attitude differed depending on product type. Second, the control effect of the consumer experience was identified between the localization strategy and the consumer attitude. The localization strategy was effective in beverage products (vs. laptop products). And it was effective for targets that did not have experience in global products. Thus, a localization strategy needs to be established in consideration of the nature of the product and the differences in consumer experience. Based on the results of this study, the theoretical implications for the localization strategy of the global brand were presented and the practical implications on the establishment of the brand strategy in global marketing were presented.
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