To overall market environment of China is composed of political, economic environment, cultural and social environment, technical environment. The consumer of China born since 1980 take more and more attention to integrating their national characteris...
To overall market environment of China is composed of political, economic environment, cultural and social environment, technical environment. The consumer of China born since 1980 take more and more attention to integrating their national characteristic and the western cultures, and the quality of life and the level of education is getting better.
In today's Chinese fashion market, globalization has become one of the most vital goals. Starting in Europe, fast fashion has become popular and has been growing as an important form of distribution in China.
Fast fashion is characterized by quick response to the latest trend, mass-customization and the short production cycle. The SPA brand is able to supply its products with lower prices, and able to observe the reactions of its buyers more readily.
The purpose of this study is to analyze Chinese women consumer' s preference and purchase intention of Korean SPA brand through the investigation of types of brand personality scales, the consumer characteristics according to clothing and consumption life styles and Korean wave phenomenon in China.
As the method of the study, document and usual data were examined. Boots, journals, dissertations, s from related field were used as documents for theoretical. This study was conducted over 30 days to the consumers who has ever purchased Korean SPA brand from 25th of October, 2011 to 25th of November,2011 using the question are technique, and 362 of whole 393 is used to analyze data except 31 incomplete responses. The data were analyzed using the method of factor analysis, reliability analysis and the frequency analysis utilizing Statically Package, Spss 15.0 for Windows.
The results of this study are as follows:
First, it was classified into a fashion-oriented, a famous band-oriented, a planned spend-oriented as a result of subdividing the consumers depending on the factor of life styles.
Second, both the culture of Korean wave and marketing Strategies depending on Korean wave have positive influence on Korean SPA brand.
Third, as a result of investigating satisfaction with clothes of Chinese women consumers by Korean SPA brand, it wan statistically significant in fashion, practical use, economy, and unique of clothes.
Fourth, the preferred status for global brand was in order of ZARA, H＆M, FOREVER21 and UNIQLO. The preferred status for Korean SPA brand was in order of SPAO, CodesCombine, BASIC HOUSE and WHO.A.U.
With the above result, this research was studied the difference between Global SPA brand and Korean SPA brand depending on the life styles of Chinese women consumers. And show the verified differentiated marketing strategies of Global SPA brand and Korean SPA brand. This gives some insights for young Chinese women's SPA brand identity positioning, consumer analysis and marketing strategy.
Accordingly, this study will provide useful information for Korean fation corporations to develop successful marketing strategys when they advance into the China fashion market.
，韩语论文题目，韩语论文范文 |
