| 西班牙产品与品牌在中国市场的消费者认知分析 |
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| 引用本文： | 王秀村,Gonzalo Maroto Esteban. 西班牙产品与品牌在中国市场的消费者认知分析[J]. 北京理工大学学报(社会科学版), 2009, 11(2): 36-38 |
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| 作者姓名： | 王秀村 Gonzalo Maroto Esteban |
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| 作者单位： | 1.北京理工大学管理与经济学院, 北京 100081 |
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| 摘 要： | 在实地调查的基础上，分析了在中国市场上消费者对西班牙产品与服务的认知情况，以及西班牙品牌与企业的知名度等。研究结果表明，只有的少量西班牙品牌具有较高的知名度，西班牙的体育和旅游项目等具有较好的原产地效应。但是，从总体水平上说，消费者对西班牙品牌与企业缺乏了解，这是西班牙企业在中国市场面临的主要挑战。
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| 关 键 词： | 消费者认知 西班牙企业 品牌知名度 |
| 收稿时间： | 2008-09-02 |
A Research on the Consumers'Perception of Spanish Products and Brands in China Market |
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| WANG Xiu-cun and Gonzalo Maroto Esteban. A Research on the Consumers'Perception of Spanish Products and Brands in China Market[J]. Journal of Beijing Institute of Technology(Social Sciences Edition), 2009, 11(2): 36-38 |
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| Authors: | WANG Xiu-cun and Gonzalo Maroto Esteban |
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| Affiliation: | 1.School of Management and Economics, Beijing Institute of Technology, Beijing 1000812.Technical University of Madrid, Spain |
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| Abstract: | On the basis of field research, this paper analyzes the consumers'perception of Spanish products and services, and the awareness of Spanish main brands and companies in China market. The statistic results demonstrate that a few Spanish products and brands have relative high awareness, and Spanish sports and tourism have positive Country-of-origin effect, but the main challenge Spanish ntrepreneurs face in China is still that the local customers are not familiar with the brands and companies from Spain. |
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| Keywords: | consumers perception spanish companies brand awareness |
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