Abstract We perform a cross-national market segmentation and analyze differences in the evaluation of made-in-Korea electronic home appliances and cosmetics based on experience of and emotion towards Korean drama and K-pop. We conducted a survey of consumers in five countries among the Association of Southeast Nations member countries, which have widely accepted the Korean Wave. We identify six market segments across nations, from “Korean Wave evangelists” to “cultural vigilances,” according to the target nation’s experiences and emotions regarding the Korean Wave. This study could provide a useful insight into standardizing or localizing marketing programs as appropriate for each market segment’s characteristics.

中文翻译：

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跨国公司全球市场细分和战略评估：以韩流浪潮为东盟国家的案例

摘要我们根据韩国戏剧和韩国流行音乐的经验和情感，对跨国制造市场进行细分，并分析了韩国制造的家用电器和化妆品的评估差异。我们对接受了韩流浪潮的东南亚国家联盟成员国中五个国家的消费者进行了调查。根据目标国家对韩流的经验和情感，我们确定了从“韩流传福音”到“文化警戒”的六个国家。这项研究可以为标准化或本地化适合每个细分市场特征的营销计划提供有用的见解。