| 中国消费者中外品牌偏好及关键影响因素实证研究 |
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| 引用本文： | 赵占波,何志毅.中国消费者中外品牌偏好及关键影响因素实证研究[J].财经论丛,2009(4). |
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| 作者姓名： | 赵占波 何志毅 |
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| 作者单位： | 1. 北京大学软件与微电子学院,北京,100871
2. 上海交通大学安泰经济与管理学院,上海,200052 |
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| 基金项目： | 中国博士后科学基金特别资助项目，中国博士后科学基金资助项目 |
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| 摘 要： | 根据北京大学管理案例中心2004年7-10月在全国32个大中城市调查收集的数据,本文探讨了消费者中外品牌偏好的关键影响因素,研究发现年龄、受教育程度和家庭月收入是主要影响变量;试图探究影响中外品牌选择的深层次原因,研究得到"可转移价值因子"和"不可转移价值因子",它们能较好地解释中国消费者的品牌选择行为.最后针对如何开发中国市场提出了具体的营销建议.
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| 关 键 词： | 中外品牌 品牌偏好 中国消费者 |
An Empirical Study on Consumers' Preference for the Chinese and Foreign Brands |
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| ZHAO Zhan-bo,HE Zhi-yi.An Empirical Study on Consumers' Preference for the Chinese and Foreign Brands[J].Collected Essays On Finance and Economics,2009(4). |
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| Authors: | ZHAO Zhan-bo HE Zhi-yi |
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| Institution: | ZHAO Zhan-bo1,HE Zhi-yi2 (1.School of Software & Microelectronics,Peking University,Beijing 100871,2.Antai College of Economics & Management,Shanghai Jiaotong University,Shanghai 200052,China) |
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| Abstract: | By analyzing the data from 32 cities in China from July to October in 2004,we discussed the factors that have key impacts on the process when China consumers make their choices between the Chinese and foreign brands,such as age,education level and monthly income.Then,we try to find the potential reasons by analysis,the results showed there are two kinds of values:transferable value factor and untransferable value factor.The paper discusses implications to global marketers with respect to the market adaptati... |
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| Keywords: | Chinese and foreign brands brand preference Chinese consumers |
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