Originating in 1978, Chinese catering industries have made considerable development from 1991 to 2011, during which the total volume of retail sales of the Chinese catering industry increased at the average annual growth rate of 20.6%. Meanwhile, the ... Originating in 1978, Chinese catering industries have made considerable development from 1991 to 2011, during which the total volume of retail sales of the Chinese catering industry increased at the average annual growth rate of 20.6%. Meanwhile, the average annual growth rate in the social consumer markets was 16%, which rose again after a fall. With the booming development of Chinese catering industry, Korean catering industries have begun to enter and expand into the Chinese market at top speed. Especially, some Korean leading food industries, such as Orion, NongShim, Lotte Confectionery and CJ Cheiljedang, will leap into the Chinese market in 2016. Actually, when referring to Korea, most Chinese people would think of K-POP, Korean Drama and its culture and art previously. However, what they think more is Korean cosmetics, electronic products and fashion nowadays, which shows that Chinese people are gradually enlarging their cognitive domains and demands for industrial products. Hereby, Chinese consumers’ perception of Korea has transcended their concern about Korean food and ascended to their all-sided concern about Korean catering industry. Only by taking full advantages of the existing opportunities can a man or an enterprise develop successfully and smoothly. In this context, in order to promote the company’s brand image and meet diverse needs of Chinese consumers, Korean food enterprises should consider how to communicate with Chinese consumers effectively. This thesis is to study strategies of some brand communication Strategies conducted by Korean food enterprises in the Chinese market and Chinese consumers’ perceptions of their brand activities through comparison measurement method. Selecting four enterprises—Orion, NongShim, Lotte Confectionery and CJ Cheiljedang, as research subjects that are representatives in Korea and have higher sales in the Chinese market, this thesis aims to investigate their brand communication strategies at home and abroad. Besides, the questionnaire survey is used to understand Chinese consumers’ perceptions of these four enterprises. Three points will be obtained in this thesis: a comprehensive understanding of food culture in the Chinese market, cognitive knowledge of brand communication activities of different enterprises and their evaluation differences in brand communication activities. Firstly, in order to understand respondents’ dietary habit and food consumption mode in Korea, seven items are set and analyzed, including the staple food, snack, eating at home, eating outside, reasons of purchasing Korean food, Korean food consumption time and Korean food buyers. It is acknowledged that the influence of “Korean wave” on the Chinese market makes Korean enterprises easy to enter the Chinese market. Chinese consumers choose Korean food because they like the taste of food itself instead of their curiosity. Through study, it is found that Chinese consumers have more perceptions of the individual product like Shin Ramyun and Banana Milk, compared with their overall perceptions of Korean food industries. Secondly, this research is conducted based on Chinese consumers’ understanding of brand communication Strategies of Korean food enterprises in the Chinese market. In accordance with the order of sign, slogan, product packaging, website, event and Corporate social responsibility(CSR), Chinese consumers’ overall cognitive order is Orion, NongShim, Lotte Confectionery and CJ Cheiljedang, which reflects that Chinese consumers have strong awareness of Orion that has entered the Chinese market for a long time. In addition, this study also finds that most PR activities of Korean enterprises fail to be promoted strongly. Although the recognized and individualistic PR activities are important, such activities need to be carried out more strategically. Thirdly, in terms of social contribution activities of Korean companies, it is found that images of enterprises are different through analyzing Chinese consumers’ perceptions. Although the recognized and individualistic PR activities are important, each enterprise should shape a unique image of social contribution. With respect to Chinese consumers’ loyalty to these four food enterprises, it is concluded that Chinese consumers have more correct perceptions of brand communication activities of Orion and NongShim than their perceptions of Lotte Confectionery and CJ Cheiljedang. According to those research findings, it can be predicted that the expanding of Korean food enterprises in the Chinese market is no longer a dream. More importantly, Korean catering enterprises should build their own brand identities and use their consistent and individualistic brand communication strategies instead of trying various brand communication strategies in Chinese catering industry. They should first consider how to impress Chinese consumers profoundly. ，韩语论文范文，韩语论文网站 |
