服务来源国最近研究进展

作为品牌管理研究的重要领域之一，来源国研究成果丰富，但现有文献都集中于产品来源国研究，对服务来源国领域了解甚少。文章以国内外相关文献为基础，从服务来源国的源起、构成、效应等几方面对相关文献进行了梳理评述。认为相对与服务经济的发展，服务来源国研究还很缺乏。服务来源国的研究会深化来源国研究领域结论，并为跨国服务企业运营提供参考，将会成为来源国研究的重点。最后，给出了该领域的未来研究方向。

New Research Development on Country of Origin

As an important area in brand management,many researches on COO(country of origin) have appeared.However,current literature mostly focuses on product COO and has rarely involved COSO(country of service origin).Based on the relevant documents from home and abroad,this article has reviewed the origins,constitutions and effects of COSO.This article suggests that,compared with swift development of service economy,research of COSO is still rare.Research about COSO will intensify the research achievement of COO and offer guidelines for multinational service firms,which is likely to become the a research highlight.Finally,it has pointed out the directions for future research.