韓國企業在中國的形象調査和開拓中國內需市場的策略分析

Abstract

The Analysis of the Images of Korean Companies in China and the Domestic Market Expansion Strategies Kim, Jin-ho·Chen, Te-sheng·Chae, Gew-jae This paper seeks to explores the understanding the young people's on the Korean enterprises in China, Hong Kong and Taiwan and we also focusing on what kind of tools Korean companies use to improve their companies image.In fact, every young peoples in China(Beijing, Shanghai, Guangzhou), Hong Kong, Taiwan have their own paradigm understanding the Korea and Korean companies. And there are some differences understanding and preference on the Korean Enterprises among Mainland Chinese, Hong Kong, Taiwan people. Because there are good relationship between Korea and China after 1992 when they have an official relationship, however it is hard to measure how deep is Chinese people's understanding about Korea and Korean companies. This kind of concept is very important and valuable, because something's image and recognition has a powerful effect to decide something to do and actually lots of companies invest much money to increase their image and brand name. However, before I am doing this research, we did not find any kind of data about this topic and most of case marketers just rely on specialized person's individual opinion. Now, most of the Korean companies are emphasized their companies brand name and image. So, this paper also concern about their strategies in China market. China market is very unique. Sometimes, theories and experiences in other countries are not useful in China market. So, I think that the company's experiences in China Market are very valuable things. Through this paper, we can get basic concept about China market's characteristic and also can understand how Chinese market is complicated.