本文選題：原產(chǎn)地效應(yīng) + 混合型產(chǎn)品��； 參考：《山東大學(xué)》2013年碩士論文

【摘要】：1992年8月韓國(guó)和中國(guó)建交之后,中韓關(guān)系出現(xiàn)迅猛發(fā)展,兩國(guó)的政治、外交安全、經(jīng)濟(jì)、文化、人際交流等方面都有很大發(fā)展。例如,在對(duì)外貿(mào)易方面,1992年兩國(guó)貿(mào)易規(guī)模是64億美元,但在2010年達(dá)到1884億美元。在人際交流方面,1992年兩國(guó)的人際交流僅有13萬(wàn)人次,可在2010年就達(dá)到了595萬(wàn)人次。建交之后的20年間,兩國(guó)之間的貿(mào)易規(guī)模增加了30倍,人際交流增加了46倍,兩國(guó)關(guān)系更加密切是毫無(wú)疑問的。對(duì)于韓國(guó)企業(yè)來(lái)說(shuō),中國(guó)既是一個(gè)巨大的生產(chǎn)地點(diǎn),也是一個(gè)龐大的消費(fèi)市場(chǎng)。尤其重要的是,與其他國(guó)家相比,韓國(guó)企業(yè)進(jìn)入中國(guó)市場(chǎng)擁有明顯的距離優(yōu)勢(shì),以及物流費(fèi)用較低。也就是說(shuō),從距離和經(jīng)濟(jì)方面來(lái)看,在中國(guó)市場(chǎng)上韓國(guó)企業(yè)比其他國(guó)家的企業(yè)具有更大的優(yōu)勢(shì)。 越來(lái)越多的中國(guó)女性消費(fèi)者在中國(guó)國(guó)內(nèi)零售店購(gòu)買韓國(guó)品牌的化妝品。但有一個(gè)現(xiàn)象值得注意,在中國(guó)經(jīng)銷韓國(guó)高端化妝品牌的商店里,同一品牌的兩種產(chǎn)品的品牌標(biāo)注卻不同,一個(gè)用韓文標(biāo)注,另一個(gè)用中文標(biāo)注。與銷售人員溝通后得知,韓文標(biāo)注的產(chǎn)品原產(chǎn)于韓國(guó),中文標(biāo)注的產(chǎn)品原產(chǎn)于中國(guó)。而且,即使是同一個(gè)品牌,但原產(chǎn)于不同的國(guó)家其銷量也有明顯的不同。也就是說(shuō),即使是同一品牌的化妝品,由于原產(chǎn)地不同,消費(fèi)者對(duì)其評(píng)價(jià)的結(jié)果是不同的,這就是原產(chǎn)地形象在發(fā)揮效用了。 本文自1965年在Schooled首次進(jìn)行原產(chǎn)地效應(yīng)存在性的研究、現(xiàn)有的混合型原產(chǎn)地效應(yīng)的研究以及原產(chǎn)國(guó)與原產(chǎn)地區(qū)的研究基礎(chǔ)上,通過實(shí)證研究方法驗(yàn)證本文提出的8個(gè)假設(shè)。在驗(yàn)證的結(jié)果基礎(chǔ)上,本文建議韓國(guó)化妝品企業(yè)在中國(guó)化妝品市場(chǎng)的營(yíng)銷策略。 本研究針對(duì)韓國(guó)化妝品在華市場(chǎng)的原產(chǎn)地形象問題進(jìn)行展開。研究的核心問題是：第一,在品牌來(lái)源國(guó)和產(chǎn)品類型相同而產(chǎn)品的制造國(guó)不同時(shí),該產(chǎn)品在消費(fèi)者心目中的形象及其效應(yīng)；第二,在目標(biāo)市場(chǎng)國(guó)生產(chǎn),但生產(chǎn)工廠所在地區(qū)不同時(shí),產(chǎn)品在目標(biāo)市場(chǎng)國(guó)消費(fèi)者心目中的形象及其效應(yīng)。本研究的結(jié)論不但能夠?yàn)轫n國(guó)化妝品企業(yè)如何贏得在華市場(chǎng)的競(jìng)爭(zhēng)提供啟示,而且對(duì)延伸發(fā)展中國(guó)家原產(chǎn)地形象效應(yīng)的研究具有重要價(jià)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.
【學(xué)位授予單位】：山東大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2013
【分類號(hào)】：F274;F416.72

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