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大量研究及事实证明,品牌披上“洋马甲”确实能影响消费者对品牌的评价。在中国,许多品牌以假洋品牌问世,引导消费者做出有利于品牌的评价与选择。但中国关于这方面的研究还偏少,尤其是在中国的驰名商标中。本研究通过收集资料并对中国驰名商标进行调查发现:我国驰名商标中也存在“假”洋品牌现象。文章从企业和消费者两个视角总结了假洋品牌现象存在的原因,并以原产地效应作为理论支撑做了进一步解释。研究所得结论对于指导我国驰名商标如何规避中国作为原产地在国际市场上的不利影响,提高和丰富企业在市场上的营销策略,提升品牌管理水平具有一定的参考价值。
A large number of studies and facts show that the brand put on “Yang vest ” can really affect the consumer evaluation of the brand. In China, many brands come out as the fake foreign brands to guide consumers in making brand-friendly evaluations and choices. However, there are still too few studies in this area in China, especially in China’s well-known trademarks. This research, through collecting information and surveying well-known trademarks in China, finds that there are also “false” foreign brands in China’s well-known trademarks. The article summarizes the reasons for the existence of the counterfeit brand phenomenon from the perspectives of enterprises and consumers, and further explains the effect of the origin as a theoretical support. The findings of the study have some reference value for guiding China’s well-known trademarks on how to avoid China’s unfavorable influence on the international market as a country of origin, to enhance and enrich their marketing strategies in the market and to enhance the brand management level.