Research On Mechanism Of Stereotyped Image Changing In Chinese Brands Internationalization Process

Chinese brands are hitting the high way of China's rapid economic growth,many Chinese brands are getting into the international market,which marked a fast progress of their internationalization.The development of Chinese brands is noticed by the industry,the government and the academy.Generally,Chinese products have been stereotyped of poor quality,in the world market,as many consumers have negative and pessimistic impression on Chinese brands.Here comes a tough problem for the Chinese Companies:What should they do to rebuild their business image and to realize Chinese brands' strategically positioning?Using Sirgy's Self-construction theory,based on a deep analysis of research papers,and following the Faith-Attitude-Wish frame by Fishbein and Ajzen(1975),this thesis aims at pointing out the influencing factor of international consumer's attitude toward Chinese brands,while China is the origin country,the global value's adjustable function to the relation between international consumers' attitude to Chinese brands,and also to China as it's the origin country,form a perspective of value recognition.Therefore,a positioning strategy of the Chinese brands' brand culture could be come forth by the help of global value.Firstly,a Common Value Chart is developed in this thesis.Based on the literature review,I redesigned Yau(1988)and Kluckhohn(1951)'s Value Positioning Chart and developed a Common Value Chart,which was based on the value view Chart of Chinese cultural background and Ng(1987)'s CVS(Chinese Values Survey).The research of Chinese and other nations'common value not only testified the existence of the global value,but also shows the structure and dimensions of the global common value.Secondly,the brand origin country's image is studied on the scale of global consumer's attitude toward Chinese brands.Currently,the performance image of Chinese products in global consumer's eye is like the coin's two sides:the consumers take the high cost performance as the advantage of Chinese brand products when comparing with other brands,meanwhile,they also have negative impressions of low quality and bad endurance as the disadvantage of Chinese brand products.The result of the study is that the performance image of product's origin country could lead consumer's consuming attitude.According to Wangtao(2012),Chinese brands have quality,relatively lower price,brand's fame,and company's competence for the origin country's image,each of the above dimension could reflect consumers' attitude to certain brand's product.Thirdly,an image&brand attitude co-relation is studied on the adjustable function of common value.As a response to the research in Chapter 4,the common value has personal morality and harmonious relationship for its two dimensions.What's more,considering the self-construct theory,while global common value being the guide line of a Chinese brands'positioning strategy,then,considering the self-construct theory,consumers tend to pay for brands which cope with their own value.The higher the consumer conform the global common value,the higher they conform their chosen brands.Therefore,global common value has adjustable function to the country-of-origin image&brand attitude co-relation.Based on the studies above,the country-of-origin image,global common value and brand attitude should be brought into one analyzing scheme.Their mutual relations are also studied in this thesis,and the theory model frame of China as Brand's Country-of-origin Image and System Image�Global Consumers' Attitude Toward Chinese Brands had been built.The model has three constructs,and country-of-origin image's working method and influence route of Chinese brand products has been depicted by clarifying the co-relations with those three aspects.After scientific research and consultation with specialists and oversea consumers,a questionnaire is delivered to the U.S.consumers by Bejing Epanel Consultation Co.ltd.,who was a contract investigator.However,after the data was recollected,the depictive analysis,reliability and validity test,factor and regression analysis were held,to testify the hypothesis ?gave,and certain conclusion could be aware:First,the global common value has personal morality and harmonious relationship for its two dimensions.In which,the personal morality dimension include:politeness,patience,kindness,tolerance,patriotic and fit in the community,as six topics;and harmonious relationship includes:mutual help,medieval,tradition respect,blood-tie relations,human-nature relations,situational decision and social acceptance,as seven topics.Second,Country-of-origin Image is directly ratio to global consumers' attitude toward Chinese products in a forward direction.The study showed that the consumer of global market approved Chinese brands and the country-of-origin image,in general.The four dimensions of country-of-origin image:quality,relatively lower price,brand's fame and company's competence are directly ratio to global consumers' attitude toward Chinese products in a forward direction,as the consumers has three aspects of attitude:brand's recognition,brand's affection and purchase will.Chinese products got consumers' trust for its high cost performance,therefore,the country-of-origin image is directly ratio to global consumers' attitude toward Chinese products in a forward direction.Third,the global common value's two dimensions:personal morality and harmonious relationship,both has up regulation adjusting function to country-of-origin image&brand attitude co-relations,.Certain research showed that personal morality and harmonious relationship has up regulation adjusting function to country-of-origin image&brand attitude co-relations on the global market,as quality,relatively lower price,brand's fame,and company's competence are four aspects of country-of-origin image.This thesis starts with the discussion of country-of-origin image,go deep on researching the adjusting function of common value working on the relationship between country-of-origin image and brand's attitude,form a perspective of value approval.This thesis also identified the regulation mechanic of country-of-origin image's four aspects on global consumer's attitude toward Chinese brands.Providing a alternative choice for the global consumers,when a poor Chinese stereotype was given in the past,this thesis also enriched the researches among brand's attitude circle,and offered references for companies' international marketing strategy,clarified the responsibility of the government in Chinese brands'promotions in the global market,as well.Generally,this thesis provides a possible reliability for the Chinese brand products' altering their negative image and realizing their cultural positioning strategy.