品牌形象、来源国形象与市场份额的实证研究

由于国界藩篱日低以及持续成长的全球性产品与顾客等因素,造成了世界各国企业经营日趋全球化,因此,了解全球性消费者的购买行为或决策,已经在各国企业的营销工作中扮演着举足轻重的角色。文章以手机为研究产品,以台湾地区的消费者为研究对象,深入探讨影响消费者购买行为的原因。

The positive research of brand image、country of origin image and share of market

Due to the sustainingly rising number of the global products and consumers and comparatively low hedges of national boundaries, the enterprise management is gradually globalized.Therefore, to understand the consumers' globalizing purchase behaviors or decision- making has played a crucial role in enterprise marketing. So the factors influencing consumers' purchase behaviors were thoroughly discussed in this paper with mobile telephone and consumers in Taiwan area separately as product and object for research.