国内消费者对本国品牌的态度及其改变的可能性研究

文章的立论基础是消费者的态度决定着品牌的命运,而消费者对品牌产品的态度取决于其对产品的质量评价。文章首先对态度内涵进行了分析,说明为什么态度非常重要。然后通过假设提出、调查及假设检验,证实了在国内消费者的心目中跨国公司的产品质量确实优于国内的名牌产品,并通过海尔的例子证明了品牌国际化是改变国人对国内品牌态度的有效方法。其对政府和企业的政策意义是:必须大力推进品牌国际化,这才是有效应对跨国公司竞争的有力武器。

Current Attitude of Chinese Consumers to and how to Alter It

This paper bases on the consumers' attitude will decide the locus of a brand, and the consumers' attitude to a brand depends on their evaluation of the brand's quality. The article first analyzes what attitude means and why it is so important, then puts forward three hypotheses: international brand's perceived quality superior to our country's famous brand, Haier's brand internationaligation makes domestic consumers believe that Haier's product quality is as good as that ofthe multi-national corporations', and the haier products' perceived quality is better than that of other domestic brands. The results demonstrate that these hypothesis are true. Their policy meaning is that branding internationally is an effective weapon to alter the domestic consumers' attitude to national brands, hence to improve their competitive ability.