중국 4대 직할시의 지역별 對 한국 이미지에 관한 실증연구

Abstract

The purpose of this paper is to study the image of Korea in China through the empirical analysis. The survey shows that the image of Korea in China is relatively favorable and each area of China has its different image of Korea to a degree. Therefore, Korea’s strategy towards China should gradually develop into differentiated strategy in each area. When establishing marketing strategy by using state image, Korean companies should consider the characteristics of each area in China. Korea and China have been improving the exchange and cooperation in social and cultural sectors as well as those in economic and trade sectors. On the contrary, the two countries have not well developed the exchange and cooperation in political and military sectors. This is considerably related with the principle of the separation of politics and economy between Korea and China. According to the co-relation analysis, the increase of the exchange in political and military sectors will influence the cognition of the unification between Korea and China in the positive direction. As a result, it is necessary that Korea and China deepen overall exchange in all sectors including political and military sectors. It is expected that the exchange between the two countries will be on the increase in various sectors in the future. Nevertheless, it is possible that the negative image toward other country be formed and magnified with the development of the exchange. Therefore, the Korean government should try to enhance state image in terms of the improvement of state brand.