国家形象与中国产品形象:消费者评价研究回顾

China's Country Image and Product Image: Consumer Evaluation Review

在对1965-2014年以中国作为来源国的主要研究文献进行回顾,对中国国家形象的发展变化及影响中国国家形象评价的因素进行总结的基础上,本文重点归纳了中国电子产品(电视机、相机和电脑)、家用电器(冰箱、洗衣机、抽油烟机等)、汽车和食品杂货类产品的产品形象,并总结了影响中国产品形象评价的主要因素。立足于提高中国来源国形象的角度,未来应关注中国从产品组装国或制造国到品牌来源国形象的转变,以及从文化的角度构建外国消费者对中国国家形象和产品形象的真实性感知等研究,并丰富来源国对全球品牌资产效应影响的实证研究。

By reviewing the research progress on country-of-origin from 1965 to 2014 comprehensively and based on summarizing the evaluation factors influencing China＇s country image and development process of country image, the paper analyzes the product images of China in the field of electronic products （TV, cameras and computers）, household appliances （refrigerators, washing machines, range hoods, etc. ）, automobiles and groceries, and sums up the main factors which affect the consumer evaluation of China＇s product image; based on the perspective of improving the country-of -origin image of China, we should pay attention to the transformation of China＇s image of the country of assembly or manufacture to country of brand, and construct the foreign consumers＇ perception of authenticity of China＇s country image and product image from the perspective of culture, as well as enrich the empirical study on the effect of country-of-origin to global brand equity.