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2111后全球化时代的到来给中国出海品牌带来了挑战。中国品牌通常采取两种来源国身份策略走向海外：表明中国身份策略与隐藏中国身份策略。这两种策略会如何影响中国品牌在海外市场的发展是国际营销领域的重要课题。本文基于信息加工理论，通过对越南市场和日本市场进行调研与比较，探索来源国身份策略对海外消费者品牌态度的影响及其作用机制，并提出对策缓解中国品牌在海外遭遇的风险。研究表明：与隐藏中国身份策略相比，表明中国身份策略会对越南消费者的品牌态度产生消极影响，但会对日本消费者的品牌态度产生积极影响。更重要的是，两国消费者在认知路径和情感路径的依赖上存在明显差异。越南消费者更依赖其对出海品牌所感知到的逃避情绪与亲近情绪形成品牌态度，而日本消费者更依赖其对出海品牌的品质评价形成品牌态度。最后，文章提出并验证通过所有权置换对策和品牌隔离对策可改善越南消费者对中国出海品牌的情绪感知和品质评价，提升品牌态度。
中国出海品牌来源国身份策略的效果和机制——基于越南市场和日本市场的跨国比较研究
摘要
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引用本文
施卓敏, 张彩云, 伍良娱, 等. 中国出海品牌来源国身份策略的效果和机制——基于越南市场和日本市场的跨国比较研究[J]. 外国经济与管理, 2023, 45(12): 96-117.
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