To reveal the mechanism of the effect of the saliency and content fit of implantable advertising of time-honored brands in Liaoning Province on consumer purchase intention, a three relationship model was constructed based on the S-O-R theory and empirically tested. Research has shown that both the saliency and content fit of implantable advertising have a significant positive impact on consumer purchase intention, and perceived value plays a significant role in the saliency of implantable advertising; There is a significant mediating effect between content fit and consumer purchase intention. This study reveals the complex mechanism of the impact of the saliency and content fit of implantable advertising on consumer purchase intention of time-honored brands in Liaoning Province, providing theoretical support for improving the promotional effect of time-honored brands.

단동과 신의주는 쌍둥이 도시이며 해양 전략의 산물이다. 식민지시기 일본은 적극적으로 식민지국가의 연해도시를 발전시켰으며, 동시에 식민지 전통지역의 핵심지역을 와해하고 약화시켰다. 공업화, 근대화를 구축하는 과정에서 “문명”의 명목 하에 식민지화를 합법화시켰다. 동아시아 각국 식민지에서 이렇듯 식민해양도시를 발전시켰지만, 전통 내륙도시를 약화시켰다. “一帶一路”는 중국에게만 속하는 것이 아니라, 전 세계의 것이다. “일대”의 해양전략은 국가 간의 연계일 뿐만 아니라, 전 세계에 영향을 미치는 경계 도시 간의 연계이다. 다만 해양 국경도시의 발전기회가 더 많은 것이다. 따라서 중국 동북지역은 열악한 국제환경과 장기간 주도해왔던 대륙형 변경이념에서 벗어나 해양 발전관을 양성하고, “소프트 변경” 관리능력을 높여야 한다.

The Chinese government’s ethnic minority policy is under transition from state-centered approach to market-oriented one. While the role of state such as strict population control, resource allocation, and the guarantee of cultural right is on decrease, the power of market, which promotes destruction and reconstruction of ethnic minority community, is on the rise. Against this backdrop, an observation of the Korean Chinese community reveals that both state-centered construction and deconstruction, and market-oriented reconstruction have existed/exists in the community. This study examines state-centered construction (Mao Zedong era), transition from state-centered approach to market oriented one (Deng Xioping era), and market-oriented approach (post Deng Xioping era) in the process of construction, deconstruction, and reconstruction of the Korean Chinese community. Finally, from the theoretical standpoint of view represented by ethnic and enclave theory, it can be concluded that it is not the consequence of uniqueness of the Korean Chinese community, but a general trend across different ethnic minority groups, although the Korean Chinese community undergoes faster transformation due to the influence of neighboring their home country.