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国际市场产品来源地形象及其规避策略
引用本文:王海忠. 国际市场产品来源地形象及其规避策略[J]. 中国工业经济, 2002, 0(5): 91-96
作者姓名:王海忠
作者单位:广东商学院工商管理学院,广东省 510320
摘    要:
产品来源地形象影响国际市场上消费者的产品评价和选择,这种来源地效应会因消费者产品的信息处理模式的差异,消费者所处的不同社会文化背景,产品类型等因素而产生不同作用,来自不同国家地区的企业要在国际市场上竞争,就必须理解产品来源地效应,并掌握规避来源地负面形象的战略。

关 键 词:国际市场 产品来源地形象 规避策略 产品信息处理 产品评价 营销策略 国际贸易
文章编号:1006-480X(2002)05-0091-06

Country of Origin Effect and Its Managerial Implications to Chinese Companies in the Global Market Arena
WANG Hai-zhong. Country of Origin Effect and Its Managerial Implications to Chinese Companies in the Global Market Arena[J]. China Industrial Economy, 2002, 0(5): 91-96
Authors:WANG Hai-zhong
Abstract:
Researchers have concluded that Product's Country of Origin (COO) has great impacts on buyers' product evaluation and choice in the global market. This COO effect differs along with specific model of product information processing, the social and cultural background, and product types. So to gain competition advantages in the international market, the companies need to understand the COO effects and then build positive country images and avoid negative images. After reviewing the academic literatures, the authors analyzed the factors influencing COO effects and gave the managerial implications for international managers.
Keywords:COO effects  product information processing  product evaluation  avoidance strategies  
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