Since the 21st century, under the background of economic globalization and integration, the competitiveness of a country depends largely on the country’s image in the international community. However, the image of a country will not be formed in a s...
Since the 21st century, under the background of economic globalization and integration, the competitiveness of a country depends largely on the country’s image in the international community. However, the image of a country will not be formed in a short time. It depends on the country’s comprehensive national strength, average level of national product or service quality, development of science and technology, and the amount and strength of the famous brands it has. Enterprises from countries need to expand market share and improve corporate reputation through competition not only to improve the international image of the corporate brand, but also to improve the country's international image. Today, the increase in global travels, increasingly convenient and fast transportation, frequent communication, and high-speed Internet provide support for national brands penetrating the global market. More and more brands continue to break through cultural barriers to penetrate the global market, and the consumption of any country is surrounded by numerous international brands. Under this background, there is important and far-reaching significance to study the national image.
However, for the purchase of the product, the country image is only one of many factors. A similar concept is applied in the field of consumer behavior－brand image. Because of the great significance of the brand image for realistic product
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sales and marketing success, brand management is seen as a key marketing activity, and its research will constitute a core element of the marketing and advertising research. However，how does one choose，shape, and manage a clearly defined unique brand from the perspective of the enterprise since the brand image is critical to the success of the product? Specifically speaking, what kind of brand concept could be the choice for enterprises in brand analysis? How does one make a choice in these brand concepts for enterprises in order to determine the specific brand image and how does one influence the direct brand image for consumers through appropriate brand image detection thus shaping their expectations of the brand in the minds of consumers successfully? The answers in this article offer a contribution to the thinking of the practical conclusions.
This study elaborates on the following three aspects. Firstly, it focuses on the theoretical research between country image，韩语论文，brand image, and the perceived quality of the brand image. Also, the study makes some systematic collation and further analysis respectively on the flowing three aspects: its concept, influencing factors, and the early age study. These are incorporated into the next theoretical and research and practical research. Secondly, in relation to the theoretical study, the above three aspects are connected with product purchases, which are transformed into a practical study on the basis of theoretical research. And then, assuming that there is a mutual influence relationship between them, these relations are made into a model. After summarizing the hypothetical questions, the questionaire was made by the previous theoretical study results according to the social science survey method. Finally, the existence and scientific validity of the assumption are verified through a substantial survey. The researcher collected 242 survey responses from Chinese students studying in China Universities and in Universities in Korea, and processed the data with IBM SPSS Statistics 19. Lastly, the researcher proposes the theoretical and practical implications by analyzing questionnaire to analyze the adequacies of this article and find the directions for the follow-up study.
，韩语论文范文 |
