중국의 지역성과 중국소비자의 제조지역효과에 관한 연구
(주)학지사
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서지정보
ㆍ발행기관 : 한국중국문화학회
ㆍ수록지정보 : 중국학논총
ㆍ저자명 : 김용준, 박승배
목차
1. 서론
2. 중국의 지역적 특색 -북경, 상해, 광주
3. 가설설정
4. 연구방법
5. 실증분석 결과
6. 결론 및 시사점
【參考文獻】
한국어 초록
The purpose of this study is to validate the Region of Origin Effect(ROE) and to investigate the effect regional image on Region of Origin Effect in Chinese consumer market. The Region of Origin Effect is defined as the consumers evaluate the products differently where the product is produced region. We test Region of Origin Effect, Interaction of Region of Origin Effect and Country of Origin Effect, Interaction of Region of Origin Effect and regional image. The empirical studies has conducted to survey the chinese consumer in Beijing, Shanghai, Guangzhou. The result of empirical testing are as follow. First, we find the Country of Origin Effect and Region of Origin Effect as the existing literature indicated. Second, The Region of Origin Effect shows more foreign brand than china brand strongly. Also, we ascertain that regional image affect The Region of Origin Effect in China market.
The results implies that To make the entry strategy and marketing strategy consider with the Region of Origin Effect. Because regional image affect the Region of Origin Effect in China market.
주제어 :Regional Identity, Region of Origin Effect, Country of Origin Effect, Regional Image
영어 초록
The purpose of this study is to validate the Region of Origin Effect(ROE) and to investigate the effect regional image on Region of Origin Effect in Chinese consumer market. The Region of Origin Effect is defined as the consumers evaluate the products differently where the product is produced region. We test Region of Origin Effect, Interaction of Region of Origin Effect and Country of Origin Effect, Interaction of Region of Origin Effect and regional image. The empirical studies has conducted to survey the chinese consumer in Beijing, Shanghai, Guangzhou. The result of empirical testing are as follow. First, we find the Country of Origin Effect and Region of Origin Effect as the existing literature indicated. Second, The Region of Origin Effect shows more foreign brand than china brand strongly. Also, we ascertain that regional image affect The Region of Origin Effect in China market. The results implies that To make the entry strategy and marketing strategy consider with the Region of Origin Effect. Because regional image affect the Region of Origin Effect in China market. 주제어 :Regional Identity, Region of Origin Effect, Country of Origin Effect, Regional Image
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