基于原產(chǎn)地形象的中國企業(yè)國際營銷戰(zhàn)略研究
發(fā)布時間：2018-11-18 17:18
【摘要】： 近年來，在經(jīng)濟全球化的大背景下，世界各國普遍經(jīng)受著來自全球的競爭，一國的經(jīng)濟發(fā)展在很大程度上依賴著國際貿(mào)易，而由此引發(fā)的國際間的競爭也愈演愈烈。國際間的競爭在很大程度上取決于各國在國際上的形象，即各國的原產(chǎn)地形象，所以現(xiàn)在各個國家都在力爭提高自己國家在國際市場上的國際形象。品牌原產(chǎn)地形象是國際市場營銷領(lǐng)域的重要研究議題。自Schooler在1965年提出存在原產(chǎn)地效應(yīng)以來，40多年來有關(guān)原產(chǎn)地形象研究的文獻大量涌現(xiàn)。直至現(xiàn)在，原產(chǎn)地效應(yīng)仍是國際學(xué)術(shù)界和企業(yè)界研究討論的熱點。 本文首先介紹了選題的背景和意義，原產(chǎn)地形象及原產(chǎn)地效應(yīng)的概念，并說明原產(chǎn)地形象與原產(chǎn)地效應(yīng)之間存在因果關(guān)系。在現(xiàn)代社會中，由于品牌在全球的影響力不斷增強，品牌對消費者評估產(chǎn)品品質(zhì)和購買選擇的影響力遠(yuǎn)遠(yuǎn)大于產(chǎn)品制造地或設(shè)計地。因此，在本文中使用的是品牌原產(chǎn)地形象和品牌原產(chǎn)地效應(yīng)。接著著重闡述了中國品牌原產(chǎn)地形象現(xiàn)狀以及存在的問題和成因，并在此基礎(chǔ)上，提出了中國企業(yè)規(guī)避負(fù)面原產(chǎn)地形象的一系列國際營銷戰(zhàn)略和策略。最后指出了取得的主要成果、存在的不足以及未來研究的方向。 全文共分六章。 第一章介紹了選題的背景和意義，包括理論意義和現(xiàn)實意義。 第二章是對40多年來有關(guān)原產(chǎn)地形象研究的主要學(xué)術(shù)文獻進行了綜合分析。包括品牌原產(chǎn)地形象及原產(chǎn)地效應(yīng)的概念界定、兩者之間的關(guān)系，以及本文采用的是品牌原產(chǎn)地形象和品牌原產(chǎn)地效應(yīng)；國外原產(chǎn)地效應(yīng)的研究；中國原產(chǎn)地效應(yīng)的研究以及對原產(chǎn)地效應(yīng)研究的評價。 第三章是中國產(chǎn)品原產(chǎn)地形象的現(xiàn)狀分析。包括中國產(chǎn)品原產(chǎn)地形象的現(xiàn)狀、中國產(chǎn)品原產(chǎn)地形象存在的問題及中國產(chǎn)品原產(chǎn)地形象問題的成因。 第四章介紹了中國企業(yè)的國際營銷戰(zhàn)略選擇。具體的國際營銷戰(zhàn)略包括目標(biāo)市場戰(zhàn)略、國際聯(lián)盟戰(zhàn)略、產(chǎn)品戰(zhàn)略、自主品牌戰(zhàn)略、自主創(chuàng)新戰(zhàn)略。其中自主品牌戰(zhàn)略和自主創(chuàng)新戰(zhàn)略是最根本的戰(zhàn)略，但其實現(xiàn)過程是一個漫長而又艱苦的過程，需要經(jīng)過幾代人的共同努力才能實現(xiàn)。 第五章介紹了中國企業(yè)規(guī)避負(fù)面原產(chǎn)地效應(yīng)的市場營銷策略。具體策略包括文化切入策略、產(chǎn)品出口結(jié)構(gòu)策略、廣告宣傳策略、分銷網(wǎng)絡(luò)策略。 第六章是本文的結(jié)論和展望。首先是對本文內(nèi)容的總結(jié)，，接著指出了本文的局限性和未來的研究方向。結(jié)論是要根據(jù)實際情形，靈活運用本文中提到的一切國際營銷戰(zhàn)略和策略。但最大的不足之處就是沒有進行實證研究，所以下一步的研究方向就是進行實證研究，并要根據(jù)經(jīng)濟發(fā)展和實際需要進行跟蹤調(diào)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.
【學(xué)位授予單位】：山東大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2007
【分類號】：F274
本文編號：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.
【學(xué)位授予單位】：山東大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2007
【分類號】：F274
【引證文獻】
相關(guān)博士學(xué)位論文 前1條
1 成榮敏;區(qū)域形象對其特色產(chǎn)品購買行為作用機理的研究[D];吉林大學(xué);2012年
相關(guān)碩士學(xué)位論文 前3條
1 艾合塔木·艾克熱木;中國產(chǎn)品在中亞地區(qū)原產(chǎn)地形象的實證研究[D];山東大學(xué);2010年
2 賈麗英;內(nèi)蒙古形象在本土企業(yè)樹立品牌形象過程中的運用研究[D];蘇州大學(xué);2010年
3 王玉;基于消費者對國家和產(chǎn)業(yè)認(rèn)知的跨國營銷路徑研究[D];鄭州大學(xué);2010年
本文編號：2340639
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