联系我们

论文查询结果	返回搜索

论文编号：	2614
作者编号：	1120070715
上传时间：	2010/6/15 10:11:33
中文题目：	国家形象和品牌形象对于产品评价的影响研究
英文题目：	Effect Research of Country Image and Brand Image on Product Evaluation
指导老师：	韩德昌
中文关键字：	国家形象 品牌形象 产品评价影响模型
英文关键字：	Country Image; Brand Image; Product Evaluation Effect Model
中文摘要：	21世纪的世界是一个全球化的世界，在许多方面国际间的边界几乎已经被完全打破。早在上个世纪90年代，经济全球化的浪潮就已经到来，人类不知不觉中已经处在一个一体化的国际经济格局中。科学技术特别是信息技术的飞速发展不仅使地球变得越来越扁平，更使国与国之间的商贸活动变得更加快捷和便利，世界每个角落里的消费者都因此面临着前所未有的消费选择空间。原本在地理区隔下相互独立、存在差异的各国市场，已经在同步运转着相同的机制，流通着相同的商品。消费者突然有一天发现，自己的身边充满了来自各国不同品牌的产品，而且这些产品单从外观、性能、质量等方面，根本无法准确区分。他们在得到更多消费选择的同时，也不得不做出更多的取舍与决策。对于各国企业来说，消费者对于产品做出的评价此时在白热化的市场竞争中变得异常重要。资本追求效率的流动，让国际分工变得再自然不过，甚至产地都无法让消费者确信产品真正的来源,“混血”产品更加剧了消费者产品评价的复杂性和波动性。 每个企业都希望自己的目标客户群体能为自己投下货币选票，这是企业生存发展的唯一途径。正是因为如此，西方的营销学者和管理实践家们不断地在寻找消费者产品评价的来源和影响因素。有些学者注意到产品来源国的国家形象和产品自身品牌形象是影响消费者对产品做出评价的关键所在，他们从社会科学的不同角度进行观察、实验，运用各种数理统计方法，经过严格的调查分析，对于国家形象、品牌形象的特性、作用和影响效果做出了很多研究。几乎在同时，另外一些学者也发现不同的消费者面对相同的产品，或者相同的消费者面对不同的产品，外部因素的刺激所产生的影响效果却不一样。他们使用了产品FCB属性来解释产品的差异情况，而用爱国心等相关概念作为对消费者的区分方式。 本文回顾分析了现有关于国家形象、品牌形象、爱国心、产品FCB属性和产品评价方面的理论文献，对于各个理论分支和研究成果进行了相应的辨识、分类和梳理剖析。当消费者评价产品时，往往使用产品来源国家的国家形象作为参照，产生各种产品来源国心理效应。同样，品牌也是影响消费者产品评价的重要因素，品牌的态度、价值参与构成了基于消费者的品牌资产，深刻地影响着购买者的产品评价、购买意愿等心理和行为。不仅如此，不同种类的产品在被消费者选择时，表现出不同的特性，消费者会根据产品的卷入程度和理性/感性程度采取行动。即使是面临相同的购买情景，不同的消费者也会因为其人口统计变量的不同而有着各不相同的反应，特别是当消费者的爱国心程度有差异时，产品评价的结果可能会迥然不同。 经过整理和归纳总结之后，本文作者发现，文献中很少将国家形象、品牌形象和产品评价放在一个模型框架下加以考虑。因此本文提出一个全新的模型，不仅将国家形象和品牌形象同时作为产品评价的自变量，而且还在模型中引入国家形象和品牌形象的相关关系。同时，本文还扩充了以前学者的思想，在模型中使用爱国心和产品FCB属性作为调节变量，观察是否消费者做出的产品评价会因为其自身爱国心的强弱情况和产品FCB属性的不同而对国家形象效应和品牌形象效应存在不同效果。 经过先后几次问卷调查，本文作者通过几百名被试样本，获得了消费者面对复杂信息时如何进行产品评价的一手资料。之后又应用探索性因子分析、方差分析和结构方程模型分析等数理统计原理，借助计算机软件SPSS13.0和AMOS7.0对所收集的数据进行了运算。模型检验的结果显示，产品的国家形象对于消费者的产品评价有正向影响作用，产品的品牌形象对于消费者的产品评价也有正向影响作用，而且产品的国家形象和品牌形象之间存在着相互的影响。同时，中国消费者的爱国心强度虽有不同，但其并未影响国家形象效应和品牌形象效应，甚至并不会影响产品评价。产品的FCB属性则确实对于品牌效应存在调节，但并未调节国家形象效应。当产品属于低卷入/感性时，消费者评价产品基本都不直接参考其品牌形象，只参考其国家形象；消费者购买高卷入/感性的产品时，国家形象和品牌形象影响消费者决策和价值感知的程度相类似；而当消费者购买理性产品时，无论卷入度高低，国家形象和品牌形象都很重要，但品牌形象比国家形象更能影响消费者的决策和感知。本文最后也在国家营销和大市场营销的理论背景下，对于企业和政府的管理实践提出了相应建议。
英文摘要：	21st century world is a globalized world. In many respects the international border has been almost completely broken. 90s of last century, economic globalization has already arrived. Unknowingly, human being has been living in the integrated international economic structure. The rapid development of science and technology, especially information technology not only to make the world more and more flat, more to make the business activities between countries become more efficient and convenient. Therefore, consumers in every corner of the world are facing unprecedented consumption situation. Under the original geographical segments, markets of different countries were independent and different. But they have the same operating mechanism, with the same circulation of goods.Suddenly, the consumers found that their side is full of different brands from various countries. And these products cannot be accurately distinguished just from their appearance, performance, quality, etc. They have more consumption choice, but have to face more decision making. For the enterprises from various countries, product evaluations have become very important in the white-hot competition. The flow of capital to pursue efficiency, made the international division of work becomes more natural. Even origin can not convince consumers to believe the real source of products. "Hybrid" products have exacerbated the complexity and volatility of consumer product evaluation. Every enterprise hope that their target customer groups will their votes cast currency, and this is the only way to survival and development for them. So the western scholars of marketing and management practitioners are constantly looking for the source and impact factors of consumer product evaluation. Some scholars noted that the country of origin image and product brand image is the key impact of consumer products evaluation. From different perspectives of the social sciences, they observe, test and investigate the characteristics, role and effect of country of origin image and brand image by a variety of mathematical statistics. At the same time, other scholars found that the impacts of external stimulus are different when different consumers face the same product or different consumers face the same product. They use the product FCB attributes to explain the different situation of product. And they take advantage of the related concept of patriotism as a way to distinguish consumers. This paper reviews and analyzes the current theoretical literature of national image, brand image, patriotism, product evaluation and product FCB attributes. And the author of this paper has made corresponding identification, segmentation and comb in all theory branches and research results. When consumers evaluate the product, they often use country image as a reference, with all the psychological effects of a variety of product country of origin. Similarly, the brand is an important effect factor of consumer product evaluation. Brand attitude, brand value constitutes brand equity based on consumers. They profoundly affect the purchaser's product evaluation, purchase intention and other psychology and behavior. Moreover, different types of products to be chosed by consumers, they have different characteristics. Consumers will take actions in the light of the extent of products' involvement and rational / emotional level. Even faced with the same purchase scenario, consumers will have different responses because of their different demographic variables. Especially, when there are differences in the degree of consumer patriotism, the product evaluation results may be very different. After sorting through and sum up, the author found that the literature rarely take national image, brand image and product evaluation to be considered within the framework of the same model. So a new model was developed. In this one, the country image and brand image is independent variable of the product evaluation. Also, this model includes the correlation of national image and brand image. Meanwhile, this paper also extends previous theory, take the patriotism and product FCB attributes as disturbance variables. To see if country image effect and brand image effect has different results in the consumer product evaluations because of the strength of their own patriotism and product FCB attributes are different. After several surveys, the author has collected first-hand information about consumer product evaluation in complex situations on hundreds of samples. Then, the author applies mathematical statistics theory of exploratory factor analysis, variance analysis and structural equation model analysis. Later by using computer software SPSS13.0 and AMOS7.0, the author computes the collected data. Model test results shows product's country image has a positive influence on the consumer products evaluation. The brand image of products has a positive influence on the consumer products evaluation, too. And between the product's country image and brand image exists mutual influence. Meanwhile, although Chinese consumers have different patriotic feelings, but it does not affect the country image and brand image effect. Even it does not affect product evaluation. Product FCB attributes are really interfering with the brand effects, but it does not interfere with effects of country image. Products are low involvement/feeling, consumers evaluate products according to their brand, country image will not be taken into consider. Products are high involvement/feeling, the national image and brand image exerts the same influence on consumer decision-making and value perception. Products are rational, regardless of the level of involvement degree, country image and brand image all are very important but brand image exerts more influence on consumer decision-making and perception than country image. At last, under the theoretical background of national marketing and mega marketing, this paper put forward some suggestions for management practices of enterprise and government.
查看全文：	预览  下载(下载需要进行登录)