중국 의류브랜드시장에서의 한류의 영향과 마케팅 전략 = Hanliu`s Effect and Marketing Strategy for Chinese Apparel Brand Market

다국어 초록 (Multilingual Abstract)

This paper researches Hanliu`s influence on Korean apparel brand in Chinese market focusing on Korean apparel brand. In order to study how these factors influence the popularity, preference and loyalty of Korean apparel brand, this paper did a survey with 186 female consumers in Shanghai. According to the survey, they are affected by Korean drama, and movie, and Korean stars, and advertisement, and Korean department`s image. Thus, suggest a marketing strategies are as follows: First, Korean drama marketing strategy. Korean drama and movie have positive influence on the popularity of Korean apparel brand. Second, Korean stars marketing strategy. Korean stars have positive influence on the preference of Korean apparel brand. Third, Korean advertisement and Korean department`s image marketing strategy. Advertisement and the image of the agency have positive influence on preference while the attitude of the dealer has more influence on preference. In conclusion, both the culture of Hanliu and marketing strategies depending on Hanilu have positive influence on Korean apparel brands to have predominate competitiveness in China. Especially the expansive use of internet and the concentration of brand image which have important affection on the popularity, preference and loyalty of Korean apparel brand.