“韩流”对中国消费者购买韩国商品的影响研究(1)

上海交通大学硕士学位论文“韩流”对中国消费者购买韩国商品的影响研究姓名：魏贤贞申请学位级别：硕士专业：企业管理指导教师：陈洁20080101 “韩流”对中国消费者购买韩国商品的影响研究文摘本研究从国际营销的角度观察了在中国流行的韩流潮流对韩国产品的认识及

购买意图产生如何影响，详细观察了韩流态度随产品类型对韩国产品评价产生什么样的差异、在中国市场的韩国产品广告中启用韩流明星还是中国明星会在营销侧面更有效。通过对中国上海年轻消费者进行研究得到了如下结果。韩流态度对韩国产品的评价产生了留意的影响，喜欢韩国大众文化的中国年轻人对韩国产品的评价更高。其次，韩流态度对韩国产品评价产生的影响随产品类型而有差异。即韩流态度为肯定的人们比起实用型产品更选择享乐性产品，这是因为实用性产品的情况下产品的质量对产品评价和选择产生影响，而享乐性产品的情况下韩流影响对产品的选择产生了影响。再次，韩流态度和产品类型、广告代言人国籍有 3 圆相互作用。享乐性产品的情况下，对于韩流态度有反感的人们用中国明星广告比用韩国明星广告显示出更高的产品评价，对于韩流态度有好感的人们在广告中演出的是韩流明星还是

中国明星都没什么差异。这可以解释为如下。享乐性产品的情况下相比产品的质的属性更受外在因素的影响。在本研究中韩流态度为肯定的人时模特的国籍没有差异，这可以说明

比起模特国籍，韩国产品的原产地---韩国的影响更大。对

于韩流态度有好感的人韩国产品的原产地比模特国籍对产

品选择有更大的作用。实用性产品的情况下与韩流态度无关，即无论是韩流态度为否定的人韩流态度为肯定人，用韩流明星进行广告比中国明星有着更高的评价。这样的结果可以推测之策如下，研究者原本以为是模特的专业性效果产生了影响，但那是在实用性产品的情况下人们因为韩国产品由韩国人进行了广告而认为更加可靠。最后增加分析了对于中国

年轻人熟悉的造成韩流的因素的态度和对于韩流的普遍态

度间的关系，其中对于韩国电视剧、韩国电影、音乐的态度都对普遍的韩流态度产生了影响。对于韩流态度最终要的因素依次为电视剧、电影、音乐。本论文的目的是众多的韩

国企业在中国怎样树立营销战略才好，让负责中国营销的人先了解韩流现状然后树立有针对性的营销战略。就是说在中国市场韩国企业利用韩流营销的时候要综合考虑到消费者

对韩流的态度，产品的类型和广告模特国籍。中国市场上对中国人做商业活动的韩国产品可以效率地树立这些战略。关键词：韩流产品类型原产地 The effect research against an evaluation and the purchase regarding the Korean product upon Korean-wave to the Chinese consumer ABSTRACT The contemporary world where Korea-wave pervades so widely not onlymakes Korea more well-known

but also provides great opportunity for manyKorean enterprises to faster Korean-wave brand property and create massiveeconomic value at the same time especially via marketing and brand namestrategy. SO keeping away from the problems in the courses of the presentstudies the ultimate purpose of this research is to comprehend the influenceof the identification of Korean-wave brand personality with enterprises-image in China market. In order to clarify its influence theoretic studies havebeen carried out to formulate a comprehensive model for research. As a resulta few of hypotheses have been concluded. Emerging in the phenomenon ofKorea-wave in China the three representative Korean-wave brands namelyperformers TV-plays and movies have been studied as major objects. The result of the research which it sees uses the Korean-wave fromChinese market and the place some branch which establishes the marketingstrategy of the Korean product efficiently the current events point which isimportant and it provides it is giving. First there will be a possibilitybecoming the variable where the Korean-wave should have gone mad to theevaluation

and a purchase intention of the Korean product and the hereafterKorean enterprise to reveal it will be able to grasp the charm which theKorean product has concretely to the Chinese consumer and it will be able togrope the Korean-wave in the marketing activity with the Korean product.Specially the Korean-wave it will be able to predict the demand aspect of theChinese consumers whom it follows in the Korean-wave at the Koreanenterprises which are advancing to a Chinese market and it does as a favorand it establishes the marketing strategy which the Korean-wave applies withprofit maximum anger there is a possibility of making. The consumers lead T.V advertisement generally and it gets a productinformation mainly and to consider a point when a Korean productadvertisement in the Korean drama televising hour unit it garnishes and theadvertisement effect compared to becomes feed with the fact that it willappear a lot. The interest regarding the image against Korea with effect of theKorean-wave and the Korean product to be high the position thingadvertisement strategy is a huge advantage one possibility. The fact that itperforms the