汽车品牌来源国效应初探.pdf

Modern Marketing 现代市场营销, 2014, 4, 51-56 Published Online November 2014 in Hans. /journal/mom /10.12677/mom.2014.44009 The Research on the Country of Origin Effect in the Automotive Brand Yifei Zhang College of Music, Shanghai University, Shanghai Email: zhangyifei0708@163.com th th th Received: Sep. 10 , 2014; revised: Sep. 30 , 2014; accepted: Oct. 8 , 2014 Copyright © 2014 by author and Hans Publishers Inc. This work is licensed under the Creative Commons Attribution International License (CC BY). /licenses/by/4.0/ Abstract With China’s participation in WTO, the internationalization process of auto industry in China has accelerated. Chinese consumers can select suitable cars from the auto market. This paper puts emphasis on the key factors in the influence of the country of origin. Based on the research, this paper puts forward marketing proposals for the China’s automotive enterprises, especially for the further growth of national automotive brand. To improve the brand image of Chinese automotive, the China’s automotive enterprises should focus on the product quality and strength scientific and technological innovation. Moreover, the Chinese government should also promote the quality and image of products made in China in order to build good brand image of China’s automotive prod- ucts, which leads to improving country-of-origin image for China’s automotive enterprises. Keywords Country-of-Origin of Brand, Country-of-Origin Effect, Brand Attitude 汽车品牌来源国效应的初探 张翼飞 上海大学音乐学院，上海 Email: zhangyifei0708@163.com 收稿日期：2014年9月10 日；修回日期：2014年9月30 日；录用日期：2014年10月8 日 51 汽车品牌来源国效应的初探 摘 要 随着中国加入WTO ，中国汽车工业加快了国际化进程