| 原产地形象对中国品牌国际化的启示 |
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| 引用本文： | 袁胜军,符国群.原产地形象对中国品牌国际化的启示[J].软科学,2012,26(2):41-45. |
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| 作者姓名： | 袁胜军 符国群 |
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| 作者单位： | 北京大学光华管理学院,北京,100871 |
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| 摘 要： | 首先回顾了原产地形象的概念和作用机制;然后,分析了"晕轮效应、概构效应、详尽可能性模型、独立属性假说、消费者民族中心主义"五种作用机制;在此基础上,提出了利用原产地形象的正面形象以及规避原产地形象的负面形象的品牌国际化策略;最后,讨论了原产地形象研究的不足和未来发展方向。
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| 关 键 词： | 原产地形象 品牌 品牌国际化 |
Inspiration of Chinese Brand Internationalization by Country of Origin Image |
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| YUAN Sheng-jun
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FU Guo-qun.Inspiration of Chinese Brand Internationalization by Country of Origin Image[J].Soft Science,2012,26(2):41-45. |
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| Authors: | YUAN Sheng-jun FU Guo-qun |
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| Institution: | (Guanghua School of Management,Peking University,Beijing 100871) |
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| Abstract: | This paper first reviews the concept and mechanism of country of origin image.Then,this paper analyzes five mechanisms of "Halo Effect,Summary Effect,Elaboration Likelihood Model,Independent-attribute Hypotheses,and Consumer Ethnocentrism Tendency".Based on the analysis,it presents international strategy on how to use a positive image and avoid the negative image for Chinese brands.Finally,it discusses the lack and its future research directions on the country of origin image. |
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| Keywords: | country of origin image brand brand internationalization |
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