中国产品在东盟市场的印象研究——基于印尼、泰国、老挝三国调查问卷的分析

Research on the Impression of Chinese Products in ASEAN Market:Analysis Based on the Questionnaire of Indonesia,Thailand and Laos

中国与东盟形成了全方位、多层次、宽领域的合作格局,中国同东盟经贸合作日益密切,目前中国与东盟互为第一大贸易伙伴,东盟市场对于中国企业越来要重要。中国产品在东盟市场上的产品形象是中国企业必须重视的决策因素,因此如何获得东盟消费者对于中国产品的客观评价并作出企业的最佳决策,非常重要。选取了印度尼西亚、泰国和老挝三个国家的消费者作为调查对象,调查问卷数据显示,中国产品在东盟市场上的原产国形象以价格优势得到广泛认可,产品创新形象有所突破,先进的设计形象在欠发达国家得到承认,技术领先的形象和质量过硬的形象尚未建立,总体的品牌形象并未显示出强国的“外溢效应”最后提出中国企业的对策与建议。

China and ASEAN have formed an all-round,multi-level and wide-ranging cooperation pattern.The economic and trade cooperation between China and ASEAN has become increasingly close.At present,China and ASEAN are each other’s largest trading partners,and the ASEAN market is becoming more and more important to Chinese enterprises.The country of origin (COO) image of Chinese products in the ASEAN market is a key factor of decision-making that Chinese companies must pay attention to.Therefore,it is very important to obtain the scientific evaluation of Chinese products from ASEAN consumers and make the best decision for Chinese companies.Consumers from Indonesia,Thailand and Laos were selected as the survey objects.The questionnaire data showed that the image of the country of origin of Chinese products in the ASEAN market has been widely recognized by the price advantage,the product innovation image has made breakthroughs,and the advanced design image has been recognized in less developed countries,the image of leading technology and excellent quality has not been established,and the overall brand image has not shown the “spillover effect” of a world leading economy.Finally,the countermeasures and suggestions for Chinese enterprises are proposed.