중국 자동차 제조업체의 웹 사이트 품질평가를 통한 국제경쟁력측정에 관한 연구

Abstract

ABSTRACT

A Study on the Measurement of International Competitiveness through the Website Quality Evaluation of Chinese Automobile Manufacturers

Lin Nan Advisor : Prof. Park Ro-Kyung Ph. D. Department of International Trade Graduate School of Chosun University

The automobile industry has a large share in the domestic economy as a manufacturer, but it has a very high level of connectivity, ripple effects and job creation with various industries. The Chinese market, which has a very high share of the global economy and a huge market potential, is also fiercely competing with automakers around the world. The purpose of this thesis is to measure the international competitiveness of Chinese automobile manufacturers by using Business Development Bank of Canada's free quality evaluation software without professional help for the five areas of overall, accessibility, experience, marketing, and technology about quality evaluation of the world's major automobile manufacturer's web site. Data from 2017 Fortune China were used for measuring the rankings of the operating revenues and profits of the 23 automobile manufacturers and these rankings were compared with the quality ranking results of the automobile manufacturer's web site. After that, the Wilconxon Signed-Rank Test theory was used to measure whether the website quality rankings and the operating income and profit margin rankings were consistent or not for deriving the competitiveness of Chinese automobile manufacturers. The results of the hypothesis test show that the null hypothesis is not rejected. That is to say, because there is not a big difference between the rankings of website quality and the actual financial data, the results of website quality rankings was found to reflect well the rankings of actual financial data. Therefore, it was concluded that there was not much difference between the rankings of the automobile manufacturer's web site quality and the rankings of operating income and profits. In other words, the more the quality of a manufacture's web site is higher, the more likely the company's operating income and profits are increased. The empirical results show that while the development of Chinese automobile manufacturers is on the rise, but the competitiveness of automobile manufacturers is still low. Therefore policy implications for Chinese automobile manufacturers are as follows. First, Chinese automobile manufacturers should improve the website quality after referring the Japan and European countries websites. Second, after checking out the problems of Chinese automobile products, the quality upgrading should be followed including the updating the website on the new information for products, because the new brand products and the loyalty for those products also are very important for enhancing the international competitiveness. Third, introduction of the new version of Business Development Bank of Canada's free quality evaluation software should be considered, because it can analyze the more specifically the situations of website and give the several ideas to improve the websites of Chinese automobile manufacturers.