Creativity, Challenge, Confidence 마케팅 인사이트 민윤석 연구원 Tel. 02-6004-7645 Mobile Consumer Trends 2007 Automotive.

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Creativity, Challenge, Confidence 마케팅 인사이트 민윤석 연구원 Tel Mobile Consumer Trends 2007 Automotive Consumer Trends 2007 한국 자동차 산업 이미지, 1 년 새 급속히 추락 - ‘ 싸고 좋은 차 만든다 ’ 59.7%  42.7% 로 17%p 하락 - ‘ 잔 고장 없는 차 만든다 ’ 16.6%  7.9% 로 8.7%p 하락 점점 강해지는 일본차 이미지 - 잔 고장 없고 (38.0%), 디자인 좋은 차 (29.7%), 5 년 후 1 위 수입차 (38.8%), 경계해야 할 대상 (49.4%) 1 위 새로운 위협으로 떠오르는 중국 - 경계해야 할 나라 중국 22.7% 로 일본 (49.4%) 다음의 2 위 차지 독일은 ‘ 안전한 차 ’(53.0%), ‘ 첨단 기술 ’(42.6%) 에서 단연 앞서 SCC Analysis - 3. Image : Origin Effect of Manufacturers 1. 본 Automotive Consumer Trends 는 ㈜마케팅인사이트의 제 7 차 (2007 년 ) 자동차 기획 조사 ( 표본집단 : 105,149 명 ) 결과로 부터 나온 것입니다. 마케팅인사이트는 2001 년부터 년 1 회 자동차 소비자에 대한 대규모 조사를 실시해왔으며, 이 조사는 2007 년 7 월 Survey 방식으로 수행되었습니다. 2. Automotive Consumer Trends 는 2007 년 9 월 17 일부터 매주 2 회 ( 월 / 수 ) 발행될 예정이며, 자세한 일정은 뒷부분에 첨부된 일정을 확인해주시기 바랍니다. ACT 의 첫번째 부분인 SCC 분석 (Six Core Competence Analysis) 은 각사의 경쟁력을 여섯 개의 주요 역량 요인별로 평가한 결과로써, SCC 분석에 따라 우량 기업은 최소 1~2 개 부분에서 탁월해야 하며, 어떤 부분에서도 약점이 발견되지 않아야 합니다.

- 1 -Automotive Consumer Trends 2007 (unit: %) [ Table 1. Origin Effect – A Country of Advanced Technology ] Q.Which country is most applicable to each of the following statement?  Origin Effect – A Country of Advanced Technology (unit: %) KoreaUSAJapan FranceGermanyOthers (base) 3rd (2003) (4,045) 4th (2004) (7,068) 5th (2005) (7,168) 6th (2006) (3,682) 7th (2007) (4,229) (unit: %) Wave (year) (7th Syndicated Research)

- 2 -Automotive Consumer Trends 2007 (unit: %) [ Table 2. Origin Effect – A Country Making Good & Economical Cars ]  Origin Effect – A Country Making Good & Economical Cars KoreaUSAJapan FranceGermanyOthers (base) 3rd (2003) (4,045) 4th (2004) (7,068) 5th (2005) (7,168) 6th (2006) (3,682) 7th (2007) (4,229) (unit: %) Q.Which country is most applicable to each of the following statement? Wave (year) (7th Syndicated Research)

- 3 -Automotive Consumer Trends 2007 [ Table 3. Origin Effect – A Country Making Reliable Cars with Minor Troubles ]  Origin Effect – A Country Making Reliable Cars with Minor Troubles KoreaUSAJapan FranceGermanyOthers (base) 3rd (2003) (4,045) 4th (2004) (7,068) 5th (2005) (7,168) 6th (2006) (3,682) 7th (2007) (4,229) (unit: %) Q.Which country is most applicable to each of the following statement? Wave (year) (7th Syndicated Research)

- 4 -Automotive Consumer Trends 2007 [ Table 4. Origin Effect – A Country Producing Great Design & Style ]  Origin Effect – A Country Producing Great Design & Style KoreaUSAJapan FranceGermanyOthers (base) 3rd (2003) (4,045) 4th (2004) (7,068) 5th (2005) (7,168) 6th (2006) (3,682) 7th (2007) (4,229) (unit: %) Q.Which country is most applicable to each of the following statement? Wave (year) (7th Syndicated Research)

- 5 -Automotive Consumer Trends 2007 [ Table 5. Origin Effect – A Country Making Safe Cars ]  Origin Effect – A Country Making Safe Cars KoreaUSAJapan FranceGermanyOthers (base) 3rd (2003) (4,045) 4th (2004) (7,068) 5th (2005) (7,168) 6th (2006) (3,682) 7th (2007) (4,229) (unit: %) Q.Which country is most applicable to each of the following statement? Wave (year) (7th Syndicated Research)

- 6 -Automotive Consumer Trends 2007 [ Table 6. Origin Effect – A Country of The Best Selling Imported Car Now ]  Origin Effect – A Country of The Best Selling Imported Car Now USAJapan FranceGermanyOthers (base) 3rd (2003) (4,045) 4th (2004) (7,068) 5th (2005) (7,168) 6th (2006) (3,682) 7th (2007) (4,229) (unit: %) Q.Which country is most applicable to each of the following statement? Wave (year) (7th Syndicated Research)

- 7 -Automotive Consumer Trends 2007 [ Table 7. Origin Effect – A Country To Be The Best Selling Car in 5 years ]  Origin Effect – A Country To Be The Best Selling Car in 5 years USAJapanFranceGermanyOthers(base) 3rd (2003) (4,045) 4th (2004) (7,068) 5th (2005) (7,168) 6th (2006) (3,682) 7th (2007) (4,229) (unit: %) Q.Which country is most applicable to each of the following statement? Wave (year) (7th Syndicated Research)

- 8 -Automotive Consumer Trends 2007 [ Table 8. Origin Effect – A Country Korean Makers Must Watch Out For ]  Origin Effect – A Country Korean Makers Must Watch Out For USAJapanFranceGermanyChinaOthers(base) 3rd (2003) (4,045) 4th (2004) (7,068) 5th (2005) (7,168) 6th (2006) (3,682) 7th (2007) (4,229) (unit: %) Q.Which country is most applicable to each of the following statement? Wave (year) (7th Syndicated Research)