近年来, 韩国产品在中国市场的份额逐渐减少, 销售量急剧下降, 覆盖领域从汽车到化妆品等各个行业。其中一个主要原因是中国国产品牌的崛起。因此, 对于韩国企业来说, 提高产品的曝光度和流行度至关重要, 特别是在数字经济时代。与中国传统老字号品牌合作, 在中国市场推广品牌延伸产品是一种有效的策略, 可以实现双赢的效果。本文以邮局咖啡为案例, 从消费者感知的角度出发, 应用品牌形象理论, 将态度作为中介变量, 分析了影响中国消费者对品牌延伸产品购买意愿的因素。研究得出两个主要结论: 首先, 中国消费者对邮局咖啡的态度对其购买意愿具有正向影响, 其次, 中国邮政的企业形象、邮局咖啡的服务自身形象和使用者形象都对消费者态度产生正向影响。特别值得注意的是, 邮局咖啡的使用者形象对消费者态度的影响力最为显著。这些结论为韩国企业寻求与中国传统老字号品牌合作的企业提供了有价值的实践启示。建议共同打造独特的用户形象, 结合两个品牌的特点, 创造一个引人入胜的形象, 唤起消费者的认同感, 激发消费者的购买意愿, 最终为为双方带来共同的商业机会和发展空间。
In recent years, the market share of South Korean products in China has gradually decreased, with a sharp decline in sales across various industries, from automobiles to cosmetics. One major factor contributing to this decline is the rise of Chinese domestic brands. Therefore, for South Korean companies, it is crucial to enhance the exposure and popularity of their products, especially in the era of the digital economy. Collaborating with traditional Chinese heritage brands and promoting brand extension products in the Chinese market is an effective strategy that can yield mutually beneficial results. This study takes "Post Office Coffee" as a case, starting from the perspective of consumer perception, applying brand image theory, and considering attitude as a mediating variable. It analyzes the factors influencing Chinese consumers' willingness to purchase brand extension products. Two main conclusions were drawn: firstly, Chinese consumers' attitude towards Post Office Coffee positively influences their purchase intention. Secondly, the corporate image of China Post, the service image of Post Office Coffee, and the user image all have a positive impact on consumer attitudes. Particularly noteworthy is the significant influence of the user image of Post Office Coffee on consumer attitudes. These findings provide valuable practical insights for South Korean businesses seeking cooperation with traditional Chinese heritage brands. It is recommended to collaboratively create a unique user image, combining the characteristics of both brands, to craft a captivating image that resonates with consumers, stimulates their sense of identity, and fosters purchasing intentions. Ultimately, this approach can generate mutual business opportunities and development space for both parties.