韩国文化产品拓展中国市场策略研究

发布时间：2018-01-03 15:41

本文关键词：韩国文化产品拓展中国市场策略研究　出处：《黑龙江大学》2015年硕士论文　论文类型：学位论文

【摘要】：随着韩国经济的突飞猛进,韩国文化产品也得力于经济腾飞的良好效果,文化产品在国际市场中已经占据一定市场份额,得去不错业绩。由于和中国地理临近,文化相似,近些年,韩国的文化产品大量出口中国。在中国市场竞争日益激烈的情况下,分析韩国文化产品拓展中国市场的策略及效果,并提出改进建议显得尤其重要。本文针对文化产业的基础理论进行分析,对文化产品的概念进行界定,并结合论文实际要求,列举四个理论,分别是国际贸易理论、国际竞争优势理论、投资发展优势理论、市场营销理论等。在分析理论基础之上,针对韩国文化产业状况进行介绍,包括与中国文化产业合作、发展历程等等。最后根据存在问题分析,介绍韩国文化产品进入中国境内几种营销手段和市场策略。最后提出韩国文化产品进一步发展中国市场的策略分析,改进中国市场中营销策略,提高韩国文化产品市场占有率,保证韩国文化产品的长久发展。本文认为,韩国文化产品要进一步拓展中国市场,需要政府要加大资金支持,深化两国文化交流,韩国企业要加强与中方企业的文化交流,注重韩国文化产品创新,提高文化产品品牌内涵,提高整体产品品牌形象。
[Abstract]:With the rapid development of Korean economy, Korean cultural products also benefit from the good effect of economic takeoff. Cultural products have occupied a certain market share in the international market, and have to go to good performance. Similar culture, in recent years, Korea's cultural products exported to China. In the case of increasingly fierce competition in the Chinese market, the strategy and effect of Korean cultural products to expand the Chinese market are analyzed. This paper analyzes the basic theory of cultural industry, defines the concept of cultural products, and enumerates four theories in combination with the actual requirements of the paper. International trade theory, international competitive advantage theory, investment development advantage theory, marketing theory and so on. Including cooperation with Chinese cultural industry, development process and so on. Finally, according to the existing problems analysis. This paper introduces several marketing methods and marketing strategies of Korean cultural products entering into China. Finally, it puts forward the strategy analysis of Korean cultural products to further develop the Chinese market, and improves the marketing strategies in Chinese market. In order to improve the market share of Korean cultural products and ensure the long-term development of Korean cultural products, this paper argues that the government needs to increase financial support to further develop the Chinese market of Korean cultural products. To deepen the cultural exchange between the two countries, Korean enterprises should strengthen the cultural exchange with Chinese enterprises, pay attention to the innovation of Korean cultural products, improve the connotation of cultural products brand and improve the overall product brand image.
【学位授予单位】：黑龙江大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：G131.26-F

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