중국 진출을 위한 떡볶이 브랜드 디자인 개성의 현지화에 관한 연구 - 한중 소비자간 문화차이를 중심으로 - = Study on the Design Personality of Tokpoki Brand to enter Chinese Market-Focusing on the cultural differences of consumers between China and South Korea-

다국어 초록 (Multilingual Abstract)

The rapid expansion of the Chinese consumer market attracts large quantities of overseas-funded enterprises to develop in China. With the friendly relationship of South-Korea and Chinese governments, varieties of preferential policies aimed at enterprises and frequent cultural communication compose the perfect environment where South-Korean enterprises can enter the Chinese market. Under such tendency, the South-Korean catering industry floods into the Chinese market, but until now there has no brand of Tokpoki.
In order to demonstrate that when the brands of Tokpoki enter the Chinese market, they carry out the specific directions of differing and localize the brand, this research surveys and analyses the consumer preferences of Top-5 South-Korean brands of Tokpoki. In order to examine the brand personality, this research will classify the scale of examining the brand personalities, as well as Aaker sorting out the scale of brand personalities factors. We select three elements catering to the brand personalities of Tokpoki, which are “honest”, “active” and “capable”. We base the assumption on the theories of brand identity, brand personality and the consumer attitude. Then we will deal with the current situation of the brands of Tokpoki in South- Korea and China and analyze the importance of enterprise brand personality.
We come to the conclusion that due to the cultural differences, the consumers` attitudes towards brand personality differ. In regard to Chinese aspect, following the homogeneity of culture show on logo， the attitude towards brand personality rises. We also arrive at the conclusion that the attitudes differ depending on whether the franchise chain conveys the brand personality to the consumers correctly. The Chinese differ in the personal elements of `convincing` and `original`. According to the questionnaire, the South-Korean brand of Gukdae Tokpoki has the best impression of `original`, `homeliness` and `convincing`.
As a result, when the brand of Tokpoki enters the Chinese market, it needs to localize the brand personality by color, shape and character. In order to improve the attitudes towards brand personalities, they need to consider the shape according to the Chinese taste, and design the symbols of food, choosing key words. Finally, I look forward that this research can be a basic data of that a differential、unique and local brand competitive strategy even in China.

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