中国品牌实施外国消费者文化定位战略的成功机理研究

发布时间：2018-04-30 12:34

本文选题：外国消费者文化定位战略 + 当地化　；参考：《国际商务(对外经济贸易大学学报)》2015年04期

【摘要】：虽然新兴市场的后来者品牌很难迅速渗透外国市场,但一些中国企业在国际市场中通过赋予其品牌中华文化内涵,建立了独特的品牌定位和形象。然而,对这种外国消费者文化定位战略的研究迄今还很少见。本研究以3家采用该战略的中国品牌为样本,运用规范的案例研究方法,提炼了中国品牌在海外市场利用外国消费者文化定位战略提升品牌形象的过程框架暨机理。研究发现,产品具有较高的环境敏感性、符合全球消费者主流偏好并负载相宜的独特中国文化元素,是品牌采用该定位战略的前提条件;战略的成功实施有赖于营销组合的局部当地化和借力于东道国企业的互补性资源;尽管原产国形象及消费者民族中心主义会影响该战略的实施效果,但经过持之以恒的努力,该战略的成功实施可提升中国品牌在海外市场中的品牌形象。
[Abstract]:Although it is difficult for the latecomers of emerging markets to penetrate foreign markets quickly, some Chinese enterprises have established their unique brand positioning and image in the international market by endowing their brands with Chinese cultural connotations. However, the study of this foreign consumer cultural positioning strategy is rare. Taking three Chinese brands adopting this strategy as a sample and using the standard case study method, this study abstracts the process framework and mechanism of Chinese brands using foreign consumers' cultural positioning strategy to promote brand image in overseas markets. It is found that the product has a high environmental sensitivity, conforms to the global consumers' mainstream preference and loads appropriate unique Chinese cultural elements, which is the prerequisite for the brand to adopt the positioning strategy. The successful implementation of the strategy depends on the partial localization of the marketing mix and the complementary resources of the enterprises in the host country; although the image of the country of origin and consumer ethnocentrism will affect the effectiveness of the implementation of the strategy, sustained efforts have been made. The successful implementation of the strategy can enhance the brand image of Chinese brands in overseas markets.
【作者单位】：对外经济贸易大学国际商学院;
【基金】：教育部“十五”人文社科项目“中国企业国际营销发展现状研究”(01JA630055) 对外经济贸易大学“中国企业‘走出去’协同创新中心”科研项目(201501YY002B)
【分类号】：F273.2;F125

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