earticle

영어

We had surveyed chinese auto market from a view of Korean-Chinese motor companies. The questionnaire consist of two main parts. First one is people's thought on Beijing-Hyundai measured by the images as an auto maker. We selected 10 images. These are keys people get perception on a motor company. Second one is about the preference on the cars developed in Korea. We divided car models in China into 5 groups and ask respondents to select a model they like. We get the following information. The cars developed in Korea has merits in the outwardly exposing images such as style and advertisement. It can be a reason why Korean-Chinese motor companies could get the good result at the moment they launched. But the cars get low evaluations at the rest of the images. It suggests Korean-Chinese motor companies should do more effort on understanding chinese consumers. For this purpose we studied lifestyle of chinese consumers and, based on the result, we divided chinese consumers into 6 subdivisions. We also suggested some market strategies on each market segmentation.