중국시장에 진출한 외국계 할인점들간의 점포이미지 비교분석

Abstract

China retail sale distribution market shows the fastest growth in the world owing to the high speed growth of China economy and the rapid elevation of income level. At the same time there is coming out the view that South Korea discount store market is going to arrive at the oversupply, and so China can be a great opportunity to South Korea corporations. Currently Korean E-mart and Mega-mart and so on make inroads into China and Lotte-mart and Home-plus et cetera are groping an opportunity to advance in China. Therefore it is expected that the distribution market in China will be changed newly, because discount stores which are upcoming as leading ones in China distribution market enlarge their market control power gradually through the competition with advanced distribution stores having superior financing. This study is to grasp how China consumers understand the images of discount stores through the comparison in between foreign discount stores in China in order for Korean discount stores to prepare for the independent differentiation strategy to increase their competitiveness in the competition with other discount stores. To accomplish this purpose, I grasped, measured and analyzed the demographical characteristics, utilizing pattern and store preference of Chinese consumers who are using the discount stores in Shanghai area of China. The analysis result showed that in the respect of demographical and socio-economical traits of consumers utilizing the discount stores, the age group is the most in twenties and thirties, and monthly income of 2000yuan is the most and in their job company employees are the most. In the respect of utilizing pattern persons who use bicycle as the means of transportation are the most, and in the buying items necessities and food are the most and the amount of shopping at one time is the most less than 200yuan and the utilization number of 3 to 4 times is the most and utilization time is mostly on weekend and month. The reason that goes mainly to discount stores was mainly because of various kinds of goods, superior quality and convenient traffic and so forth, and in the aspect of importance about consumers' discount store image attribute consumers were regarding price, quality, variety of goods, salesperson, location convenience, cleanness, exchange of products and refund and so on as the main selection factor of discount store. Consumers in Shanghai area of China preferred Carrefour most, LOTUS, Wal-mart, E-mart in sequence and thus relatively the reconsidering method in the preference of E-mart which is domestic typical discount store was needed. The necessity of reconsidering method in the preference was also confirmed through the additional analysis of this study. The result of analyzing the relationships between store image and demographical characteristics, between store image and store preference shows that E-mart of Korea was highly estimated in the quality, variety of goods, salesperson, cleanness and so on, but was relatively low competitive in price, location convenience and so forth. On the other hand, Carrefour and LOTUS was highly estimated in price, location convenience, variety of goods and Wal-mart was highly estimated in fame, cleanness and after service respectively. Although Korean big discount stores feel the danger of excessive competition, they have many difficulties in entering China market because of the quite shortage of the information on the China market, research shortage of Chinese's propensity to consume, the difference of cultural habit, management problem of labor resources and so on. Therefore, this research can also supply on-the-job suggestions how such domestic discount stores must advance to China market in the respect of store image about difficulty of such domestic discount stores. The preceding studies connected with image has mainly been on the aspect of studying products and studies connected with store image on the domestic discount stores were also centered on the domestic market. However, this study could prepare to compare the competitive power between various abroad discount stores and domestic discount store by measuring the store image and comparing it mutually more objectively in between foreign big discount stores in China, not in Korea. This shows that in considering competitive power of discount stores, the practical competitive power and problems of Korean discount stores under the global market by examining through considering outward propriety as well as inner propriety need to be diagnosed.