中国消费者对同一品牌国产与进口产品认知差异的原因及分析  

Analysis of Cognitive Differences and Reasons between Domestic and Imported Products with the Same Brand for Chinese Consumers

作　　者：袁胜军[1] 符国群[1] 

机构地区：[1]北京大学光华管理学院,北京100871

出　　处：《软科学》2012年第6期70-77,共8页Soft Science

基　　金：国家自然科学基金项目(70972012);教育部人文社会科学研究青年基金项目(11YJC630271)

摘　　要：在文献回顾的基础上,运用内容分析法,以网络回帖为研究对象,研究了中国消费者对同一品牌国产与进口产品认知差异原因。研究结果表明:随着时间的推移,中国消费者对于"进口产品好于国产产品"认知强度呈现下降趋势;中国消费者对所评价产品的知识越丰富,他们对于"进口产品好于国产产品"认知强度越低。Based on literatures review and according to the network topic, this paper studies the reason of cognitive differ- ences between domestic and imported products with the same brand for Chinese consumers with the method of content analy- sis. The results show that ：（1） over time, the Chinese consumers＇ cognitive strength for ＂imported products are better than domestic products＂ show a downward trend;（2）for the product evaluated, richer knowledge of Chinese consumers, they have lower cognitive strength for ＂imported products are better than domestic products＂.

关 键 词：原产地 同一品牌 进口产品 国产产品 认知差异 

分 类 号：F713.55[经济管理—市场营销]