Construction Of Chinese National Brand Equity Based On The Country Of Origin Effect "

In the era of the economic globalization, the economic relationship of countries is closer than ever and simultaneously the competition is intensifying. The countries have to promote their own images unceasingly to compete for various scarce exterior resources, and the international market is the focal point. Taking the advantage of the country-brand equity construction and the implementation of country branding, the country could reconstruct or improve its entire image effectively, enhancing its international competitive strengths. This thesis studied the interactions between the country-of-origin effect and the construction of the country-brand equity based on the new situation of the economic globalization. Then, the thesis discussed the influencing factors and the ways of country-brand equity construction, then tried to put forward the recommendations of how to build the country-brand equity of China based on the analysis of China's domestic and foreign situation. At present, China is suffering from the negative effect of country-of-origin. The negative country-of-origin image is originated by both the inner and outer factors of its enterprises. The negative country-of-origin image harms China's country-brand equity, and the shortage of the country-brand equity would cause the loss of the economic interests or hinder the economic development of China. At the same time, as the external dependence of China's economic growth is very high and export products from China are all around the world, the country-of-origin image is very important to China's country-brand equity construction. Therefore, China could take the improvement of its country-of-origin image as the breakthrough to construct its country-brand equity. Moreover, the government could make use of the measure of country branding to promote the country brand and participate in the international agenda establishment actively to reduce the influence of world consensus that is negative to China.