제주 생수의 對중국 수출 경쟁력강화 방안 ―브랜드 인지도 제고를 중심으로―

Abstract

Along with the increasing income levels of Chinese consumers followed by the economic development of the Chinese market, these safety issues of Chinese drinking water and contamination problems in connection with sources have been leading the consumers to be more cautious about their ‘well-being’ and ‘safety’, and that has been also activating the market of mineral waters. Until recently, foreign brands have been dominating the mineral water market in China and yet, now, these local companies in China are advancing into the high-end mineral water market, and that is what has been only intensifying the competitions among domestic and overseas companies. In terms of Jeju Samdasoo, despite its being representative mineral water brand in South Korea, its brand awareness in the Chinese market is considered very much low and plus, their actual results of export have not been satisfactory. This study aims to vitalize the local economy of Jeju through water industry, a new growth engine of Jeju, and as conducting an investigation and an analysis on the Chinese mineral water market, the study discussed ways to promote the brand’s efficient introduction to the Chinese market. According to the findings, in order to become the first mover in the Chinese mineral water market, Jeju Samdasoo should work on their new brand images, and again, to enjoy any pleasing results in relation to the improvement of the brand images and brand awareness, the brand should get engaged in brand naming which would help the brand with their product differentiation strategies as well as social contributions. The study also confirmed that if the brand can strengthen their competitiveness by releasing various products, making the best use of a promotion agency in Beijing and others, the brand will be able to enhance their brand awareness in the Chinese mineral market.