国货信念培养研究:意义、现状及趋势

发布时间：2018-03-28 17:56

  本文选题：信念　切入点：国货信念　出处：《兰州学刊》2017年01期

【摘要】：由于来源国刻板印象、面子观、文化自卑、引导缺失等多方面的原因,多数消费者都存在国货信念偏差。这极大削弱了自主品牌的社会使用和消费动力,造成购买力的海外流失,给本土企业发展、民族产业振兴以及国家经济安全产生了非常不利的影响。在当前我国大力实施"制造强国"战略以及大批本土企业快速崛起的发展背景下,如何培育公众对民族产业和自主品牌的信念,增强自主品牌情感和消费意识,应成为改善国货消费环境、扩大国货消费市场的重要现实命题。因此,开展国货信念培养研究意义重大。
[Abstract]:As a result of the country of origin stereotype, face view, cultural inferiority complex, lack of guidance and other reasons, most consumers have faith bias in their own country. This has greatly weakened the social use and consumption power of their own brands. Resulting in the loss of purchasing power overseas and the development of local enterprises, The revitalization of national industries and the national economic security have had a very negative impact. In the context of the implementation of the "manufacturing power" strategy and the rapid rise of a large number of local enterprises in China, How to cultivate the public's belief in national industry and independent brand and strengthen the emotion and consumption consciousness of independent brand should become an important realistic proposition to improve the consumption environment of domestic goods and expand the consumption market of domestic goods. It is of great significance to carry out research on the cultivation of domestic goods belief.
【作者单位】： 西南政法大学管理学院;西南政法大学品牌与地理标志研究中心;
【基金】：国家社会科学基金项目(项目编号:15CGL024) 西南政法大学资助项目(项目编号:2014XZRCXM007)
【分类号】：C913.3;F273.2
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本文编号：1677411