国外消费者的中国品牌形象认知——基于对义乌市场外商的问卷调查  

On Image Cognition of Chinese Brands by Foreign Consumers Based on a Survey of Foreign Businessmen in YIWU Market

作　　者：舒咏平[1] 熊文军[1] 杨敏丽[1] 高鹏飞[1] 

机构地区：[1]华中科技大学新闻与信息传播学院,湖北武汉430074

出　　处：《新闻大学》2016年第2期76-85,150,共10页Journalism Research

基　　金：国家哲学社会科学基金重点项目"中国国家形象建构中自主品牌传播困境与对策"(14AXW011)

摘　　要：国家是考察品牌形象的重要层面。通过文献回顾和实地访谈,本文构建了中国品牌发展状况和生长环境测量量表。调查数据表明,两个量表具备足够的信度与效度。数据揭示,国外消费者对我国品牌形象的认知,包括积极和消极两种倾向性的判断,但积极认知的程度更高。国外消费者眼中我国优胜的社会制度、积极的人文传统和有利的实践场域因素,使得他们认为中国品牌更具优势,亦对中国品牌的发展更有信心;而消极的人文传统和不利的实践场域因素则使得他们对中国品牌持负面的印象,也相应成为中国品牌形象提升的空间。The country is an important perspective from which the brand image can be examined. Through literature review and field interviews, this paper develops two measurement scales to indicate the state of development as well as formative environments of the Chinese brands. Each scale is of sufficient reliability and validity. According to the data, foreign consumers show both positive and negative cognition of the Chinese brand image, with the former reaching a higher level. Thanks to China's superior social constitution, positive humanist tradition as well as favorable factors of field and practice, these consumers consider that the Chinese brands enjoy added advantage and hence have more confidence in the future development of the Chinese brands. In contrast, the negative humanist tradition and unfavorable factors of field and practice leave them a negative perception of the Chinese brands, which suggests the need for continued improvement on the part of the Chinese brand image.

关 键 词：中国品牌形象 国外消费者 品牌形象认知 

分 类 号：G206[文化科学—传播学]