지원사업
학술연구/단체지원/교육 등 연구자 활동을 지속하도록 DBpia가 지원하고 있어요.
커뮤니티
연구자들이 자신의 연구와 전문성을 널리 알리고, 새로운 협력의 기회를 만들 수 있는 네트워킹 공간이에요.
초록· 키워드
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This study aims to present basic data for strategic marketing to globalize Korean food by identifying Chinese consumers’ basic food-related lifestyle through market segmentation based on food-related lifestyle. As a demonstrative analysis result, Chinese consumers’ food-related lifestyle can be subcategorized into ‘high interest in food lifestyle’, ‘tempting food-oriented’, ‘ease-oriented’, ‘economic security-oriented’ groups. Especially, ‘ease-oriented’ and ‘high interest in food lifestyle’ appeared as the largest group, but ‘economic security-oriented’ group as the smallest group. By each group, Korean food consumer behavior and satisfaction and loyalty on Korean Restaurant each showed a significant difference. Differentiated Korean food marketing strategy will be needed for each of these sub-categorized groups in the entry into Chinese food service industry in the future.
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