본문 바로가기
KERD
논문KCI 등재

Brand-Name Localization Strategy in China

정인식|XIAO SHUFENG
한국전략마케팅학회 (Korean Strategic Marketing Association)|2007.09|마케팅논집(Journal of Marketing Studies) (Journal of Marketing Studies)|제15권 제3호|pp. 25-48

0

조회

0

다운로드

1

인용

0

참고문헌

키워드

중국Chinalocalization현지화brand name브랜드 네임

초록

>Since the path-breaking economic reform in the late 1970s, China has experienced the most rapid economic growth in recent years and the size of its market has greatly expanded. Therefore, a growing number of Korean companies are now targeting China, and even many Korean brands have begun to penetrate the Chinese market, capturing a significant market share in China, which in turn creates a more urgent need for systematic research on how Korean firms can further develop branding strategies. In this study, the authors investigate Chinese brand-name strategy from the perspectives of Korean exporters. The findings show that the majority of Korean companies tend to localize their brand names and the semantic translation method is the brand-name strategy used most often pursued by Korean firms. Further, there is a significant difference between industrial and consumer products in terms of the brand-name localization strategy in China, with a greater degree of brand localization for consumer products than industrial products.

Abstract

>Since the path-breaking economic reform in the late 1970s, China has experienced the most rapid economic growth in recent years and the size of its market has greatly expanded. Therefore, a growing number of Korean companies are now targeting China, and even many Korean brands have begun to penetrate the Chinese market, capturing a significant market share in China, which in turn creates a more urgent need for systematic research on how Korean firms can further develop branding strategies. In this study, the authors investigate Chinese brand-name strategy from the perspectives of Korean exporters. The findings show that the majority of Korean companies tend to localize their brand names and the semantic translation method is the brand-name strategy used most often pursued by Korean firms. Further, there is a significant difference between industrial and consumer products in terms of the brand-name localization strategy in China, with a greater degree of brand localization for consumer products than industrial products.

참고문헌 (42)

  1. "International Brand-Name Standardization", Adaptation: Antecedents and Consequences, 2002, pp.10(3), 22~48
  2. "Brand Positioning Through Advertising in Asia, North America, and Europe: The Role of Global Consumer Culture", 63(1), pp.75~87 (1999)
  3. "Standardization in International Marketing Is Ted Levitt in Fact Right?", pp.69~75 (1986)
  4. "Internationalization and the Dynamics of Product Adaptation - An Empirical Investigation", 21(3), pp.185~198 (2004)
  5. "Product and Promotion Adaptation in Export Ventures Journal of International Business Studies", pp.479~506 (1993)
  6. "An Investigation of the Empirical Link in Export Market Ventures Journal of Marketing", pp.1~21 (1994)
  7. "Localization in International Branding A Preliminary Investigation on Chinese Names of Foreign Brands in Hong Kong International Journal of Advertising", pp.81~91 (1990)
  8. "Localization in International Branding: A Longitudinal Comparison of the Chinese Names of Foreign Brands in Hong Kong between 1987？1988 and 1994？1995", 3(2), pp.127~137 (1997)
  9. "Brand naming in China: a linguistic approach", 15(5), pp.227~234 (1997)
  10. "Chinese Brand Naming: A Linguistic Analysis of the Names of Ten Product Categories", 10(2), pp.103~119 (2001)
  11. "A name to conjure with European Journal of Marketing", pp.340~63 (1977)
  12. "Creating powerful brands in consumer, service and industrial markets" (1998), Oxford: Butterworth Heinemann
  13. "The national image of global brands", 9(3), pp.180~192 (2002)
  14. "The Impact of Firms？ Export Orientation on the Export Performance of High-Tech Small and Medium-Sized enterprises", 8(3), pp.84~103 (2000)
  15. "The impact of linguistic differences on international brand name standardization: A comparison of English and Chinese brand names of Fortune-500 companies", 10(1), pp.98~116 (2002)
  16. "A Model to Determine Standardization of the Advertising Process in International Markets ？ Journal of Advertising Research", pp.57~64 (1993)
  17. "Brand Name Translation in China An : Overview of Practice and Theory", 49(2), pp.131~148 (2003)
  18. "Culture's Consequences: Comparing Values, Behaviors, Institutions, and Organizations Across Nations" (2001), Thousand Oaks, CA: Sage
  19. "Cultures and Organizations: Software of the Mind" (2005), New York: McGraw-Hill
  20. "Brand name translation: language constraints, product attributes, and consumer perception in East and Southeast Asia", 10(2), pp.29~45 (2002)
  21. "Standardization of International Marketing Strategy Journal of Marketing", pp.70~79 (1989)
  22. "Determinants of Brand Localization in Overseas Markets" (2005)
  23. "Effects of Fittingness Journal of Applied Psychology", pp.290~95 (1968)
  24. "Marketing management: Analysis, Planning, Implementation, and Control" (1997), Upper Saddle River, NJ: Prentice Hall
  25. "Marketing: An Introduction" (1997), Prentice-Hall, Englewood Cliffs, NJ.
  26. "The Globalization of Markets", pp.92~102 (1983)
  27. "The brand-naming enigma in the Asia Pacific context European Journal of Marketing", pp.6~19 (1990)
  28. "Brand Name Selection for Consumer Products", pp.35~39 (1981)
  29. "The influence of culture on brand building in the Chinese market: A brief insight", 11(6), pp.449~461 (2004)
  30. "What？s in a Name? What the World？s Top Brands Are Worth", pp.32~49 (1992)
  31. "Journal of Consumer Marketing", pp.61~71 (1989)
  32. "An Empirical study of Global Branding", pp.7~19 (1989)
  33. "The Influence of Global Marketing Standardization on Performance Journal of Marketing", pp.1~17 (1992)
  34. "Advertising Standardization in Multinational Corporations: The Subsidiary Perspective", 56(8), pp.613~626 (2003)
  35. "Brand globally but Advertise Locally? An Empirical Investigation"
  36. "Issues of Corporate Identity in East Asia", 30(4), pp.28~37 (1995)
  37. "Managing Corporate and Brand Identities in the Asia-Pacific Region", pp.32~48 (1994)
  38. "Market entry in Japan - some problems and solutions Journal of Marketing Management", pp.225~239 (1987)
  39. "A good name could mean a brand of fame", pp.53~54 (1983)
  40. "Adapting Consumer Products to Lesser-Developed Markets Journal of Business Research", pp.51~61 (1984)
  41. "The Myth of Globalization Journal of Consumer Marketing", pp.23~26 (1986)
  42. "Language and Culture: Linguistic Effects on Consumer Behavior in International Marketing Research", pp.228~242 (2003), Northampton, MA, Edward Elgar Publishing

관련 논문AI추천

Strategic issues for Korean distribution companies' penetration of the Chinese market이주영, 최창열정석물류통상연구원 · Journal of International Logistics and Trade2009 · 제7권 제2호Brand Name의 현지화, 광고모델 이미지 및 원산지 이미지가 중국소비자의 한국산 화장품 제품평가에 미치는 영향정근, 김보영, 박종민한국기업경영학회 · 기업경영연구2016 · 제23권 제3호Korean Enterprise Export Strategies to China Dependent on Trade Environment Changes함기수, Sang-Youn Lee한국유통과학회 · 유통과학연구2015 · 제13권 제10호영문 브랜드네임의 중문 브랜드네임 전환 방식에 대한 중화권 소비자들의 브랜드 평가에 관한 연구 -브랜드컨셉의 조절효과를 중심으로-이지은, 전주언, Hsiao Chen Fei한국마케팅학회 · 아시아마케팅저널2011 · 제12권 제4호China’s Consumer Market: Growth, Changes, and Korea’s Opportunities이진국한국개발연구원 · KDI Journal of Economic Policy2017 · 제39권 제3호Late Movers’ MarketEntry Strategies in the Chinese Retail Market: The Case of a Korean Company김규배, 김병구한국유통과학회 · 유통과학연구2012 · 제10권 제11호

이 간행물의 다른 논문 (5건)

국내제조업체의 시장지향성, 공급사슬관리 능력, 그리고 성과간의 구조적 관계양영익pp. 1-24신문브랜드의 의인화이미지 일치성이 브랜드태도에 미치는 영향구승회pp. 49-88광고 소구 유형의 라이프프타일 유형별 효과 차이 분석-휴대전화 단말기 시장을 중심으로-허원무, 박경도, 이혜영pp. 89-123리더십이 호텔기업의 시장지향성, 종업원 태도 및 사업성과에 미치는 영향이강호, 김봉관pp. 125-144인터넷쇼핑몰의 판매제휴 혜택과 고객충성도의 구조적 관계공희숙, 최원일pp. 145-181
원문 보기