摘要
本研究以首尔(Seoul)的MBA学生为对象,实证分析了中国的国家形象、中国冰箱的功能属性和品牌个性对于韩国消费者的中国冰箱选择具有什么影响。结果表明,韩国消费者考虑购买中国冰箱时,除了国家形象、功能属性以外还受到品牌个性因素的影响。本研究指出了进入韩国的中国企业应开发与国家形象有关的、有个性的品牌产品,即品牌个性会提高品牌知名度,增加企业信赖度,从而成为韩国市场上更受欢迎的品牌,也将为有效的品牌市场导向提供产品差别化,这样可以使中国企业在竞争中获得优势。
This study analyzes the influence of country image, product attributes, and brand personality on selecting the Chinese Befrigerators among Seoul＇ s MBA Students. The result of this study shows that all these factors greatly effect on the Chinese Befrigerators＇ selection. Our conclusion is that Chinese enterprises in Korean market need the development of brands with a unique personality in connection with a country image. Brand personality adds brand identity to reliability and makes for a stronger brand image in the Korean markets. This will furnish the differentiation for guiding effective brand marketing, giving the company comparative advantages in Korean market.
出处
《北京城市学院学报》
2006年第2期67-73,共7页
Journal of Beijing City University
关键词
国家形象
功能属性
品牌个性
韩国消费者
中国冰箱
Country Image, Functional Attributes, Brand Personality, Korean Consumer, Chinese Refrigerators
