한국과 중국에서의 주요 스마트 기기 브랜드 인식에 대한 비교 연구: 텍스트 분석을 중심으로
A Comparative Study on the Perception of a Leading Smart Device Brand in Korea and China: Focusing on Text Analysis
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초록
본 연구는 4차 산업혁명으로 변화되면서 이슈가 되고 있는 샤오미를 연구하였다. 약 10년간 샤오미에 대한 고객 인식을 Textom을 활용해 수집 및, 텍스트 분석을 실시하였다. 2015년부터 2023 년까지 종단데이터를 활용해 중국의 고객인식과 비교분석해보았다. 텍스트분석을 위해 단어분석와 CONCOR분석, 토픽모델링분석 및 감성분석을 실시하였다. 분석결과 첫째, 한국과 중국 모두초기(2016년 이전)에는 샤오미 기업 및 기본 제품 중심이었으나, 2016이후에는 샤오미 인식이 증가, 확장 제품이나 loT나 농업제품 등에 대한 키워드가 도출되었다. 둘째, 한국과 중국 샤오미에대한 인식이 긍정적이다. 한국은 샤오미에 대한 인식이 긍정적으로 변화되고 있음을 알 수 있으며 진입 장벽이 많이 낮아졌음을 알 수 있다. 중국 본토내에서 긍정적인 인식을 유지하고 있다. 향후 빅데이터 관련 다양한 분석 및 타국가와의 비교분석을 통해 지속적인 연구를 통해 일반화시킬 수 있는 더욱 객관적인 시사점을 도출할 필요가 있다.
Abstract
This study focuses on Xiaomi, which has gained attention amid the Fourth Industrial Revolution. Using Textom, customer perceptions of Xiaomi were collected over approximately 10 years and analyzed. Data from 2015 to 2023 were used to compare customer perceptions in South Korea and China. The analysis revealed that before 2016, both countries focused on Xiaomi as a company and its basic products. However, after 2016, perceptions shifted to include keywords related to expansion products. Additionally, perceptions of Xiaomi were positive in both countries, with South Korea showing an increasing positivity, while China maintained positive views. This suggests that entry barriers for Xiaomi in the domestic market have decreased significantly. Future research should involve big data analysis and comparative studies with other countries for more objective insights.
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