중국 소비자의 자동차 브랜드 인식 연구 - 중국 시안을 중심으로

Abstract

So called BRICs(Brazil, Russia, India and China) nations and other newly industrialized countries are emerging as key international investment host countries. With low labor costs and market potential, these countries are drawing attention. This situation is the same in global automobile market. China in particular is widely perceived to be the most decisive market among global automobile companies. In most countries, automobile market is now saturated and manufacturers can only expect growth in newly industrialized countries such as China. Automobile brands in Chinese market can be categorized into three groups. First, there are indigenous Chinese local brands. Second, there are global brands that have entered Chinese market by forming joint ventures with local brands. Third, there are independent brands which are exclusive brands of foreign global makers which are introduced only for Chinese market. This study identifies differences of Chinese consumers’ cognition in local brands and global brands that are in various degree of brand positioning and in independent brands.