韩国化妆品在华市场原产地形象研究

发布时间：2018-06-03 17:25

本文选题：原产地效应 + 混合型产品　；参考：《山东大学》2013年硕士论文

【摘要】：1992年8月韩国和中国建交之后,中韩关系出现迅猛发展,两国的政治、外交安全、经济、文化、人际交流等方面都有很大发展。例如,在对外贸易方面,1992年两国贸易规模是64亿美元,但在2010年达到1884亿美元。在人际交流方面,1992年两国的人际交流仅有13万人次,可在2010年就达到了595万人次。建交之后的20年间,两国之间的贸易规模增加了30倍,人际交流增加了46倍,两国关系更加密切是毫无疑问的。对于韩国企业来说,中国既是一个巨大的生产地点,也是一个庞大的消费市场。尤其重要的是,与其他国家相比,韩国企业进入中国市场拥有明显的距离优势,以及物流费用较低。也就是说,从距离和经济方面来看,在中国市场上韩国企业比其他国家的企业具有更大的优势。越来越多的中国女性消费者在中国国内零售店购买韩国品牌的化妆品。但有一个现象值得注意,在中国经销韩国高端化妆品牌的商店里,同一品牌的两种产品的品牌标注却不同,一个用韩文标注,另一个用中文标注。与销售人员沟通后得知,韩文标注的产品原产于韩国,中文标注的产品原产于中国。而且,即使是同一个品牌,但原产于不同的国家其销量也有明显的不同。也就是说,即使是同一品牌的化妆品,由于原产地不同,消费者对其评价的结果是不同的,这就是原产地形象在发挥效用了。本文自1965年在Schooled首次进行原产地效应存在性的研究、现有的混合型原产地效应的研究以及原产国与原产地区的研究基础上,通过实证研究方法验证本文提出的8个假设。在验证的结果基础上,本文建议韩国化妆品企业在中国化妆品市场的营销策略。本研究针对韩国化妆品在华市场的原产地形象问题进行展开。研究的核心问题是：第一,在品牌来源国和产品类型相同而产品的制造国不同时,该产品在消费者心目中的形象及其效应；第二,在目标市场国生产,但生产工厂所在地区不同时,产品在目标市场国消费者心目中的形象及其效应。本研究的结论不但能够为韩国化妆品企业如何赢得在华市场的竞争提供启示,而且对延伸发展中国家原产地形象效应的研究具有重要价值。
[Abstract]:After the establishment of diplomatic relations between South Korea and China in August 1992, the relations between China and South Korea developed rapidly, and the political, diplomatic security, economic, cultural and interpersonal exchanges between the two countries developed greatly. In foreign trade, for example, trade between the two countries was $6.4 billion in 1992, but $188.4 billion in 2010. In terms of interpersonal communication, there were only 130000 in 1992 and 5.95 million in 2010. In the 20 years since the establishment of diplomatic ties, trade between the two countries has increased 30-fold, interpersonal exchanges have increased by 46 times, and there is no doubt that the two countries have closer ties. For Korean companies, China is both a huge production location and a huge consumer market. In particular, South Korean companies have a significant distance advantage in entering the Chinese market and lower logistics costs compared with other countries. In other words, in terms of distance and economy, Korean companies have more advantages than other countries in the Chinese market. More and more Chinese women consumers buy Korean brand cosmetics in Chinese domestic retail stores. But it is worth noting that in Chinese stores selling high-end Korean cosmetics brands, two products of the same brand have different labels, one in Korean and the other in Chinese. After communicating with the sales staff, we know that the products labeled in Korean are originated in Korea and the products labeled in Chinese are originated in China. Moreover, even if the same brand, but originated in different countries, their sales are also significantly different. In other words, even if the same brand of cosmetics, because of the origin of different, consumer evaluation of its results are different, this is the origin of the image in play. In this paper, the existence of origin effect has been studied for the first time in Schooled in 1965. Based on the existing studies of mixed origin effects and the origin countries and regions of origin, the eight hypotheses proposed in this paper have been verified by empirical research. Based on the results, this paper suggests the marketing strategies of Korean cosmetics enterprises in Chinese cosmetics market. This study focuses on the origin image of Korean cosmetics in China. The core issues of the study are: first, the image of the product in the eyes of the consumer and its effects in the country of origin of the brand and the same type of product and the different countries of manufacture of the product; and, second, the production of the product in the target market country, But the region where the factory is located, the product in the target market country consumer's image and the effect. The conclusions of this study can not only provide inspiration for Korean cosmetics enterprises to win the competition in China, but also have important value for the study of extending the image effect of origin in developing countries.
【学位授予单位】：山东大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F416.72

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