한류를 활용한 ‘샤인머스켓’ 대중국 수출전략

The purpose of this study is to analyze the effects of various Korean wave cultural contents on the intention to purchase of ‘Shine Muscat’ and set up export strategies to China. The analysis method was the ordered logit model, and the survey was conducted from July 15 to 21, 2019. The analysis was conducted on 328 data, and the results are as follows. Respondents with higher Korean wave star index and Korean wave character index are more likely to purchase Korean ‘Shine Muscat’. And the importance of the Korean wave character index is greater than that of the Korean wave star index. The export strategies based on the results include advertisements using popular games, books, webtoons, cartoons and animations. In addition, marketing using ‘Shine Muscat’ characters is expected to be effective. This study is meaningful in that it analyzed the export method of ‘Shine Muscat’ using the Korean wave, and it is expected to provide useful information on the governments' export strategy and contribute to the supply and demand stability of ‘Shine Muscat’.