中韩两国时装产业中顾客资产模型的比较研究

A Comparative Study on Customer Assets Model between Chinese and Korean Fashion Industry

将顾客资产模型应用到时装市场领域,以拓展该模型的应用范围,并且验证该模型是否受到文化差异的影响。采用问卷调查法收集数据,并分析数据。结果表明,在顾客资产的三大驱动要素中,只有关系资产和品牌资产对时装企业的顾客资产产生显著影响。另外,在中韩两国,这两个驱动要素对顾客资产的影响也存在显著差异。

This paper applies Customer Assets Model into fashion industry to expand its scope of application,and tries to test whether the model can be influenced by cultural differences.The data are collected by using survey questionnaires.The results show that only relationship assets and brand assets have significant influences on customer assets among the three drivers of cus tomer assets.In addition,the effects of relationship assets and brand assets are also significantly different in Korean and Chi nese fashion industry.