The Research On The Grade Of Fashion Brand-originating Countries And Product-made Countries

In recent decades, as economic globalization pushed forward, the market continued to speed up the process of globalization and the traditional sense of purely domestic market no longer exists. The competitions which enterprises are facing are no longer domestic but international. Under such a competitive scenario, brand image as a driving force of brand intangible assets has become a core issues of strategic business development. In the consumer assessment of the brand and its products, the brand-originating country is considered to be one of the major external clues. Therefore, how to make use of consumer awareness of brand - originating country becomes the starting point of this study. Meanwhile, Novelty Assessment Report points that the subject of this study, yet to see any specific reports, with a novelty.The subject of this research work, including six parts:l) carried out theoretical research literature, defining the concepts of Fashion Brand-Originating Country and Product - Made Country; 2) According to the theory of national image, extracted elements which affect the national image and designed questionnaire. Through interviewed with 20 fashion- background consumers in the first round research and 99 ordinary consumers the second round research, got 21 elements which possibly affected the grade of Fashion Brand - Originating Countries and Product - Made Countries; 3) with 21 elements got in the second round, designed the weighted research questionnaire and through 209 consumers'interviews, built Fashion Brand - Originating Countries and Product - Made Countries weight value tables respectively; 4) based on weight value tables, built Fashion Brand - Originating Countries and Product - Made Countries evaluation systems, and named them with "FBOC evaluation system" and "FPMC evaluation system". Each evaluation system includes 5 A-level elements and 21 B - level elements, and developed 4 assessment methods:assessment of absolute and relative assessment, evaluation and comparative assessment of the development.5) applied the "FBOC evaluation system" and "FPMC evaluation system", this study made ranks for the grade of 10 selected Fashion Brand - Originating Countries and 10 selected Product - Made Countries through 103 questionnaires; 6) selected 6 Fashion Brand Originating Countries and 10 Product - Made Countries, through 198 questionnaires, made a distinction of 6 combinations of Fashion Brand -Originating Countries and Product - Made Countries, of origin - apparel manufacturing country Matrix (FBOC-FPMC matrix).