基于原产地形象的中国企业国际营销战略研究
发布时间：2018-11-18 17:18
【摘要】： 近年来，在经济全球化的大背景下，世界各国普遍经受着来自全球的竞争，一国的经济发展在很大程度上依赖着国际贸易，而由此引发的国际间的竞争也愈演愈烈。国际间的竞争在很大程度上取决于各国在国际上的形象，即各国的原产地形象，所以现在各个国家都在力争提高自己国家在国际市场上的国际形象。品牌原产地形象是国际市场营销领域的重要研究议题。自Schooler在1965年提出存在原产地效应以来，40多年来有关原产地形象研究的文献大量涌现。直至现在，原产地效应仍是国际学术界和企业界研究讨论的热点。 本文首先介绍了选题的背景和意义，原产地形象及原产地效应的概念，并说明原产地形象与原产地效应之间存在因果关系。在现代社会中，由于品牌在全球的影响力不断增强，品牌对消费者评估产品品质和购买选择的影响力远远大于产品制造地或设计地。因此，在本文中使用的是品牌原产地形象和品牌原产地效应。接着着重阐述了中国品牌原产地形象现状以及存在的问题和成因，并在此基础上，提出了中国企业规避负面原产地形象的一系列国际营销战略和策略。最后指出了取得的主要成果、存在的不足以及未来研究的方向。 全文共分六章。 第一章介绍了选题的背景和意义，包括理论意义和现实意义。 第二章是对40多年来有关原产地形象研究的主要学术文献进行了综合分析。包括品牌原产地形象及原产地效应的概念界定、两者之间的关系，以及本文采用的是品牌原产地形象和品牌原产地效应；国外原产地效应的研究；中国原产地效应的研究以及对原产地效应研究的评价。 第三章是中国产品原产地形象的现状分析。包括中国产品原产地形象的现状、中国产品原产地形象存在的问题及中国产品原产地形象问题的成因。 第四章介绍了中国企业的国际营销战略选择。具体的国际营销战略包括目标市场战略、国际联盟战略、产品战略、自主品牌战略、自主创新战略。其中自主品牌战略和自主创新战略是最根本的战略，但其实现过程是一个漫长而又艰苦的过程，需要经过几代人的共同努力才能实现。 第五章介绍了中国企业规避负面原产地效应的市场营销策略。具体策略包括文化切入策略、产品出口结构策略、广告宣传策略、分销网络策略。 第六章是本文的结论和展望。首先是对本文内容的总结，，接着指出了本文的局限性和未来的研究方向。结论是要根据实际情形，灵活运用本文中提到的一切国际营销战略和策略。但最大的不足之处就是没有进行实证研究，所以下一步的研究方向就是进行实证研究，并要根据经济发展和实际需要进行跟踪调查研究。
[Abstract]:In recent years, under the background of economic globalization, countries in the world generally suffer from the global competition. The economic development of a country depends on international trade to a great extent, and the international competition caused by it is becoming more and more fierce. The international competition depends to a great extent on the international image of each country, that is, the image of the origin of each country, so now every country is striving to improve the international image of its own country in the international market. Brand origin image is an important research topic in the field of international marketing. Since Schooler proposed the existence of the origin effect in 1965, there have been a large number of literatures on the image of origin in the past 40 years. Up to now, the origin effect is still a hot topic in the international academic and business circles. This paper first introduces the background and significance of the topic, the origin image and the concept of origin effect, and shows that there is a causal relationship between the origin image and the origin effect. In modern society, because of the increasing influence of brand in the world, brand has much more influence on consumer evaluation of product quality and purchase choice than on the place of manufacture or design. Therefore, the image of brand origin and the effect of brand origin are used in this paper. On the basis of this, the author puts forward a series of international marketing strategies and strategies for Chinese enterprises to avoid negative image of origin. Finally, the main achievements, shortcomings and future research directions are pointed out. The full text is divided into six chapters. The first chapter introduces the background and significance of the topic, including theoretical and practical significance. The second chapter is a comprehensive analysis of the main academic documents on the image of origin in the past 40 years. It includes the definition of brand origin image and origin effect, the relationship between the two, and the brand origin image and brand origin effect. Study on Origin effect and Evaluation of Origin effect in China. The third chapter is the current situation analysis of the origin image of Chinese products. It includes the status quo of the image of origin of Chinese products, the problems existing in the image of origin of Chinese products and the causes of the problems of image of origin of Chinese products. The fourth chapter introduces the international marketing strategy choice of Chinese enterprises. Specific international marketing strategies include target market strategy, international alliance strategy, product strategy, independent brand strategy, independent innovation strategy. Among them, independent brand strategy and independent innovation strategy are the most fundamental strategies, but the process of its realization is a long and arduous process, which needs the joint efforts of several generations to achieve. The fifth chapter introduces the marketing strategies of Chinese enterprises to avoid the negative origin effect. Specific strategies include cultural entry strategy, product export structure strategy, advertising strategy, distribution network strategy. The sixth chapter is the conclusion and prospect of this paper. First is the summary of the content of this paper, then points out the limitations of this paper and the direction of future research. The conclusion is that all the international marketing strategies and strategies mentioned in this paper should be used flexibly according to the actual situation. But the biggest deficiency is that there is no empirical research, so the next research direction is to carry out empirical research, and follow up research according to economic development and actual needs.
【学位授予单位】：山东大学
【学位级别】：硕士
【学位授予年份】：2007
【分类号】：F274
本文编号：2340639
[Abstract]:In recent years, under the background of economic globalization, countries in the world generally suffer from the global competition. The economic development of a country depends on international trade to a great extent, and the international competition caused by it is becoming more and more fierce. The international competition depends to a great extent on the international image of each country, that is, the image of the origin of each country, so now every country is striving to improve the international image of its own country in the international market. Brand origin image is an important research topic in the field of international marketing. Since Schooler proposed the existence of the origin effect in 1965, there have been a large number of literatures on the image of origin in the past 40 years. Up to now, the origin effect is still a hot topic in the international academic and business circles. This paper first introduces the background and significance of the topic, the origin image and the concept of origin effect, and shows that there is a causal relationship between the origin image and the origin effect. In modern society, because of the increasing influence of brand in the world, brand has much more influence on consumer evaluation of product quality and purchase choice than on the place of manufacture or design. Therefore, the image of brand origin and the effect of brand origin are used in this paper. On the basis of this, the author puts forward a series of international marketing strategies and strategies for Chinese enterprises to avoid negative image of origin. Finally, the main achievements, shortcomings and future research directions are pointed out. The full text is divided into six chapters. The first chapter introduces the background and significance of the topic, including theoretical and practical significance. The second chapter is a comprehensive analysis of the main academic documents on the image of origin in the past 40 years. It includes the definition of brand origin image and origin effect, the relationship between the two, and the brand origin image and brand origin effect. Study on Origin effect and Evaluation of Origin effect in China. The third chapter is the current situation analysis of the origin image of Chinese products. It includes the status quo of the image of origin of Chinese products, the problems existing in the image of origin of Chinese products and the causes of the problems of image of origin of Chinese products. The fourth chapter introduces the international marketing strategy choice of Chinese enterprises. Specific international marketing strategies include target market strategy, international alliance strategy, product strategy, independent brand strategy, independent innovation strategy. Among them, independent brand strategy and independent innovation strategy are the most fundamental strategies, but the process of its realization is a long and arduous process, which needs the joint efforts of several generations to achieve. The fifth chapter introduces the marketing strategies of Chinese enterprises to avoid the negative origin effect. Specific strategies include cultural entry strategy, product export structure strategy, advertising strategy, distribution network strategy. The sixth chapter is the conclusion and prospect of this paper. First is the summary of the content of this paper, then points out the limitations of this paper and the direction of future research. The conclusion is that all the international marketing strategies and strategies mentioned in this paper should be used flexibly according to the actual situation. But the biggest deficiency is that there is no empirical research, so the next research direction is to carry out empirical research, and follow up research according to economic development and actual needs.
【学位授予单位】：山东大学
【学位级别】：硕士
【学位授予年份】：2007
【分类号】：F274
【引证文献】
相关博士学位论文 前1条
1 成荣敏;区域形象对其特色产品购买行为作用机理的研究[D];吉林大学;2012年
相关硕士学位论文 前3条
1 艾合塔木·艾克热木;中国产品在中亚地区原产地形象的实证研究[D];山东大学;2010年
2 贾丽英;内蒙古形象在本土企业树立品牌形象过程中的运用研究[D];苏州大学;2010年
3 王玉;基于消费者对国家和产业认知的跨国营销路径研究[D];郑州大学;2010年
本文编号：2340639
本文链接：https://www.wllwen.com/wenyilunwen/guanggaoshejilunwen/2340639.html
