Seafood Market Segmentation of Shanghai Consumer in China (중국 상하이 소비자의 수산물 시장 세분화)
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- The Journal of Fisheries Business Administration
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- v.45 no.3
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- pp.85-98
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- 2014
This study aimed to segment Chinese fisheries consumer market by means of cluster analysis based on Shanghai region consumers. The survey is conducted to 350 shanghai people on March 17-21 in 2014 and investigate demographic characteristics and consumer's behaviors unique to each segmented market by preference, labelling, quality, price, safety. The result of cluster analysis identified four market segments such as Catering type market, Worth pursuing type market, Substance pursuing type market, Trend pursuing type market. Catering type market is a passive fisheries consumption market and is not high attractive for Korea fisheries export market. Value pursuing type market consider importance to labelling, origin, brand and require high-quality and differentiation strategies. This market's main target species are high price fisheries such as tuna, salmon, crocker. Substance pursuing type market consider fisheries's safety and quality and purchases more popular fisheries such as crocker, hairtail, promfret, mackerel, squid. Trend pursuing type market's consumers prefer to purchase brands and trendy seafood rather than taste.
This study clearly defined the idea of convergence of small and medium companies and convergence types and understood convergence case of small and medium companies for each type in order to help enhancement of competitiveness of small and medium companies. The convergence type of small and medium companies accepted two levels including technology and industry and value improvement and creation suggested by Deloitte(2009) and it was classified into technology improvement-market expansion type, technology improvement-market creation type, technology creation-market expansion type, and technology creation-market creation type based on the companies introduced in the excellent casebook of convergence and integration technology development business of small and medium companies(August 2011). As a result, it was shown as 5 cases of technology improvement-market expansion, 4 cases of technology improvement-market creation, 3 cases of technology creation-market expansion, and 1 case of technology creation-market creation among the total 13 cases. Therefore, small and medium companies are focusing on technology improvement than technology creation and market expansion than market creation. What we can understand through cases analysis on convergence types of small and medium company is that it is very difficult for small and medium companies to create new technology or new market through convergence. Thus, small and medium companies consider market expansion through technology improvement as the objective and result of convergence. It is important to create new technology or new industry to cultivate new growth engines of the nation, but policy support that cares about reality of small and medium companies must be considered at the same time.
This study empirically examines the impact of SSM market entry on changes in market shares among retailing types. The data is monthly time-series data spanning over the period from January 2000 to December 2010, and the effect of SSM market entry on market shares of retailing types is analyzed by utilizing several key factors such as the number of new SSM monthly entrants, total number of SSMs, the proportion of new SSM entrant that is smaller than