This thesis is to examine the Shopping Info Search Channel tendencies among Korean, Japanese, and Chinese consumers on Korean & Japanese products. It also states the recognition difference over the value evaluation towards both countries’ produc... This thesis is to examine the Shopping Info Search Channel tendencies among Korean, Japanese, and Chinese consumers on Korean & Japanese products. It also states the recognition difference over the value evaluation towards both countries’ products. In the process of this research, the possible influence that the fixed nation image of Korea and Japan might bring toward the consumers; Korean, Japanese, and Chinese, is considered. The objection of this thesis is to propose the Korean and Japanese Global Marketing Communication Strategy options. Therefore, 3 countries, Korea, Japan, and China, consumers’ practical social media usage and their preference towards the Korean & Japanese products are counterpoised. For further understanding of the nation image of Korean & Japan from the consumers of 3 countries, the effect factors on recognizing the Korean & Japanese products are studied. Thus, evaluating the 3 countries consumers’ fixed nation images, and seeking whether this image shifts its consumers’perception towards the products value and purchase intention directly or not are discussed. For the evaluation of perception value towards Korean & Japanese products purpose, 4 segments: Quality value, Price Value, Emotional Value, and Social value, are used to analyze. This is to counterpoise the perceived value recognition and its difference towards the products among 3 countries consumers’ standpoint. It’s also to grasp the reason behind the perceived value. As a result of analyzing the three countries consumers’ recognition towards Korean & Japanese products, Korea and Japan are highly interested in shopping both countries’ products in general. More so, those three countries consumers are taking in the influencers’ info heavily from SNS such as Bloggers’ when they shop. This indicates the fact that social media now plays an important role on international product shopping. For both Korea & Japan companies, social media is an essential and effective PR communication that they can’t ignore when marketing towards those consumers. It shows that the most of those 3 countries consumers are proactively using the social media and info search channel on foreign product shopping like Korea & Japan does. It also reflects the Consumer’s active and passive attitude. In other words, consumer open perception without being possessed with the fixed nation image is the aid to activate the foreign product market in Korea & Japan. This leads both Korea & Japan companies to recognize the need for Social media strategies towards the international consumers, throughout the all activities including marketing and PR strategies, while their priority was limited to its own nationality consumers. This thesis encourages and proposes the effective International PR and marketing towards Korean & Japanese companies who are currently struggled with its PR and Marketing strategies anticipating the future expansion of overseas consumer market. ，韩语论文范文，韩语论文 |
