중국시장으로의 글로벌 브랜드 전략을 위한 탐색적 연구

• 영문명: A Exploratory Study for Global Branding into Chinese Market : Focused on Fashion Brand "E-Land"
• 발행기관: 충북대학교 생활과학연구소
• 저자명: 주미(Wei Zhou) 진주이(Shuyi Chen) 이재덕(Jaedeok Lee) 김은영(Eun Young Kim)
• 간행물 정보: 『생활과학연구논총』생활과학연구논총 제16권 제2호, 109~120쪽, 전체 11쪽
• 주제분류: 자연과학 > 생활/식품과학
• 파일형태: PDF
• 발행일자: 2012.12.30

영문 초록

This study explores a strategic marketing for global fashion branding into Chinese market. Literatures were to analyze the Chinese market situation and to identify the success factors of E-land global brand strategy in China. As a qualitative approach, this study conducted a focus group interview with 10 Chinese panels aged from 21 to 24 years. All responses were audio recorded and transcribed. A total of 447 transcribed responses were analysis by using content analysis with regularity and frequency of responses. Results showed that Chinese motives to purchase clothing included situational and individual reasons for variety seeking or self expression. They tended to importantly consider the aesthetics, quality, price and service when purchasing clothing. Chinese consumers were most highly aware of European fashion brands, and followed by US, Korean and Japanese brands. In addition, perceived brand image were classified into three factors: classic image for Korean brands, casual & simple image for US brands, and chic image for European brands. In the case of Korean brand "E-land", Chinese consumers had positive attitude in the aspects of quality and performance, coordination and brand image, whereas they had negative attitude in the aspects of product assortment, price, and premium image. This study discussed a managerial implication for global fashion marketing in the Chinese marketplace.

목차

Abstract

Ⅰ. 서 론

Ⅱ. 문헌고찰

Ⅲ. 연구방법

Ⅳ. 결과 및 고찰

Ⅴ. 결론 및 제언

참고문헌

키워드

China E-land fashion brand global marketing