中国驰名商标中的假洋品牌现象研究

Research on the phenomenon of fake foreign brands in China's well-known trademark

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 lot of research and practice have proved that the foreign vest of brand can affect the consumer's evaluation of brand. In China, many brands come out in the name of the ocean, and guide consumers to make the evaluation and choice of the brand.However, in China, few people carry out the study of fake foreign brands, especially in China's well-known trademarks. In this study, we collect the data,make a survey of the well-known trademarks in China,and find that there are a lot of fake foreign brands in China's well-known trademarks. This paper sums up the reasons for the existence of fake foreign brands from the two perspectives of enterprises and consumers, and makes a further explanation on the basis of the Country-of-origin effects.As for the enterprise, the conclusion of this study has three values: to guide the Chinese brand to avoid the negative impact of China's national image; to enrich the marketing strategy of enterprises; to enhance the level of brand management.