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论文编号：	1658
作者编号：	031801
上传时间：	2010/5/20 10:35:18
中文题目：	产品地区形象与消费者产品评价关系研究 ——以上海和郑州为研究对象
英文题目：	Country of Origin Country Image Region of Origin
指导老师：	李东进
中文关键字：	来源国效应 国家形象 地区效应 城市营销 品牌知名度
英文关键字：	Country of Origin Country Image Region of Origin
中文摘要：	市场的全球化以及国际分工趋势的形成，消费者将会面临更加琳琅满目的来自其他国家和地区的产品，这使得消费者在缺乏产品知识的情形下，将会依赖自身对商品来源国或者地区的认知来进行购买行为，此时，产品来源国或者地区的信息对消费者的购买决策上扮演者重要角色。 原产地是指产品的产自哪个国家或者地区。在国际市场营销领域，很多学者提出消费者在进行购买的时候会受到原产地（Country-of-Origin）国家形象（Country Image）的影响。国家形象对消费者产品评价和购买的影响已经得到了很多学者的论证和研究，但是很少有人从地区的角度入手，探讨地区形象对消费者产品评价的影响。全球市场的形成使得国家界限变得模糊，以地区或者城市为竞争主体的竞争态势逐渐出现。在现阶段，如何选择良好的投资地区或者城市是企业取得竞争优势的关键，在诸多考虑因素中，地区形象将是企业需考虑的重要因素之一。因此，本研究将在对原产地效应和城市营销理论进行回顾研究的前提下，从地区的角度出发，来探讨在某个国家内，不同地区的形象是否影响着消费者的产品评价和购买意向。为了加以区分，本研究把地区形象对消费者产品评价何购买意向的影响统称为地区效应。希望能为更好的完善产地效应理论做出贡献。另外，本研究还探讨在品牌知名度的影响下，产品的地区效应产生的变化。 本研究主要采用了实证的研究方法，利用回归分析和方差分析来验证假设。研究结果发现，产品的地区形象影响着消费者对该产品的评价，消费者对产自不同地区的产品评价具有显著差异；在品牌知名度的干扰下，不论品牌知名度的高低，地区效应仍然存在。
英文摘要：	In the time of the globalization of marker and division of labor of the world, consumers will face a huge of number of product items, which come from foreign countries. Lacks of the full knowledge of such a huge numbers of products, consumers not only depend on some clues of those products but also on their psychological preference to process their buying decision. Hence the information of country of origins plays an important role. The origin of products is which country or region the products come from. In the international marketing origin, many scholars have proved that the customer will be affected by image of the country -of-origin when they are going to valuing and buying products. But, so little people have proved the influence which consumers value products by region image, just in region role. The globalization of marker make the country line become mistiness, the region or the city become the main body of the marketing comparing, Now, how to choose the best invite region is one of the key factors for competition. And the region image is one important factor of the considerations. So, in this article, we will study the country of origin and the city marketing theory, and then talk about that in a country, can the different region image affect the customer’s valuing and buying products? In order to division the two concepts, we define that the region image affects the customer’s valuing and buying products is the" region of origin". We hope we can contribute to perfect the theory. In addition, we use the variable "brands popularity" to discuss the variety of the region of origin. Firstly, we put forward the hypothesis and formed the model; then, use statistical analysis to get the results. In the result, we find that region image have the direct affection to vale of products, and influence the buying desire; no matter the brands popularity is higher or lower, the region of origin exist.
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