외국계 대형마트에 대한 중국소비자의 소비인식에 관한 연구-다룬파(RT-Mart)와 롯데(Lotte Mart)를 중심으로-

Abstract

As foreign-affiliated hypermarket compete against each other inChina, this study aims to investigate the effect of marketing mixstrategies on customers’ satisfaction, especially by analyzing theirhypermarket management and the effects. As research subjects, thisstudy selected RT-Mart from Taiwan and Lotte Mart from Korea, andthis study conducted a survey on Chinese consumers and an empiricalanalysis of the effects of these two companies’ marketing mix strategies. Besides, through another analysis of the moderating effect of Chineseconsumers’ cognition of nationalities, this study attempted to examineconsumers’ tendency of recognizing nationalities and their awareness inthe Chinese market. The results of this study show that out of all the factors of RT-Mart,products, promotion and prices have significant effects on customers’satisfaction, but out of all the factors of Lotte Mart, products,displaying and prices have significant effects on customers’ satisfaction. Moreover, whether consumers recognize the nationalities of these twocompanies seemed to have moderating effects to a certain degree, and itwas also found that the effect of Lotte Mart is contrary to RT-Mart’s. As this study investigated the present states of foreign-affiliatedhypermarket having entered the Chinese market and analyzed Chinesecustomers’ consumption propensity, it presents implications on how tooperate companies and implement management strategies in China.