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중국시장에서 글로벌 문화 포지셔닝 광고 전략의 효과에 관한 연구

원문정보

Interaction Effects of Product Type and Country of Origin on the Performance of GCCP Strategy in China Market

김명숙, 황리핑

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초록

영어

As the expansion of global consumer culture, the number of global consumers is increasing. Thus the global consumer culture positioning strategy as a successful marketing communication strategy became very important. In this paper the interaction effects between product type and country of origin on global consumer culture positioning strategy are explored. From this research on Chinese young consumer's attitude on advertising, it is found that they prefer global consumer culture positioned advertising adopting foreign celebrity and English brand name and that this kind of preference is especially strong when it is applied to hedonic products that has more symbolic values than the utilitarian products.

목차

Ⅰ. 서론
 Ⅱ. 이론적 배경 및 가설
 Ⅲ. 실증연구
 Ⅳ. 연구의 요약 및 향후 연구 방향
 참고문헌
 ABSTRACT

저자정보

  • 김명숙 Kim, Myoung Sook. 서울여자대학교 경영학과 교수
  • 황리핑 Hwang, Li ping. 서울여자대학교 경영학과 석사과정

참고문헌

자료제공 : 네이버학술정보

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