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论文编号：	1059
作者编号：	2120071988
上传时间：	2009/5/29 1:58:14
中文题目：	国家形象对产品评价影响的研究—
英文题目：	The impact of Country Image on
指导老师：	李东进教授
中文关键字：	国家形象；原产国效应；产品评价
英文关键字：	Country Image;Country-of-origi
中文摘要：	经济全球化使世界变成一个统一的市场，企业要想有所发展，就要站在国际舞台上参与国际竞争，面对来自各国的消费者和竞争对手。同样，消费者面对来自世界各国的商品，在消费者缺乏相关产品知识的情况下，产品原产国的 国家形象扮演着重要角色，影响消费者对该国产品的评价。 本研究回顾了国家形象、原产国效应、消费者态度以及产品评价相关理论和研究，在此基础上，通过对大量的实际调研数据进行实证分析，探讨中、韩两国消费者对国家形象的认知以及与其产品评价之间的关系，分析了影响因素之间的关系以及影响程度，并且对比分析了中、韩消费者的国家形象的感知对产品评价影响的差异。 本研究通过分析发现中、韩两国之间确实存在国家形象差异，中国的国家形像分为七个构面，韩国的国家形像分为四个构面，韩国的国家形象明显好于中国的。两国的国家形象与其产品评价之间都存在正相关关系。在此基础上，本研究对比分析了两国国家形象对其产品评价影响程度的差异。 针对这些研究成果，本研究为企业的营销实践提出了建议：在和外国企业激烈竞争的今天，各国政府和企业应共同致力于树立良好的国家形象；企业应针对不同的消费群体制定不同的营销策略。
英文摘要：	Economic globalization makes world turn into a whole market. An enterprise has to stand on the international stage and join in the competition if it wants to make improvement. Meanwhile, consumers face products made by all countries in the world.Consumers being lack of product knowledge, the country-of-origin image plays an important role, affecting evaluation on products. Theories and bibliographies about country image, country-of-origin effect, consumer attitude and evaluation of products are reviewed in this paper. On this basis, the paper explores the relationship between the Chinese and South Korean consumers’ conception of the country's image and its evaluation of products, analyzs the relationship among the influencing factors and the extent of the effect, and compares the differences between the Chinese and South Korean consumers’ perception towards country image and the evaluation of products. The results of this paper indicate that there are significant differences in country image between China and South Korea. The contry image of China is divided into seven dimensions, which is divided into four dimensions in South Korea. The conutry image of South Korea is higher than that of China notably. The paper confers there is a positive correlation existing between the country image and its evaluation of products both in China and South Korea.Further more, the difference of the correlation is compared and analyzed in this study. And this paper gives marketing suggestions for enterprises: in the fierce competition with foreign enterprises, governments and businesses should work together to set up a good national image, moreover, enterprises should make different marketing strategies for different consumer segments.
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