Categories Of The Country's Image Model And Its Application Research

There are a lot of literatures and research on the theory of CI (Country Image) during recent 40 years. Analysts from different countries all agree with the importance of CI conducted in the process of buying .With the development of globalization, the multinationals are competing to diplomat their value chain in different countries through out the world, in order to gain the optimized configuration of resources and in turn, the marketing advantage. Thus, the product-related CI has become another top topic among international companies after the term of cost and market. Based on the relationship of country images , product, product line , brand and price, multinationals can win the advantages of OC by choosing DC, MC and AC effectively. Using the method of consumer-based research, the competitors are able to adjust the set of images, price their product accordingly, thus, to gain greater market share, as well as maintain their loyal customers. As for the original countries with weak images, they can compensate their CI during a long term through coordinating the activities of value-chain.But the research on CI is still a gap in china. By the advent of entry of WTO, many domestic firms are fighting their way on global market. So the consideration of CI on micro as well as macro level is becoming a critical strategy for domestic companies.The essay states 6 aspects:1. We considered the dynamic CI conceptual model in the duopolies market. From the consumers' point of view, and based on the theory of performance, we built an image-based utility model and command model. Using these models we make analysis of decision of an old consumer as well as a new consumer.2. We furthered our research on decision of firms, through building a "maintain-poach" model. Then we analyzed the two firms' decision of price and images, that is, the relationship of pricing, CI, BI and PI. Because we used the repeated game and consider the consumers and firms simultaneously, we got a dynamic mathematical model of image effect of brand and original country.3. We got the conditions of balance in duopolies market. Additionally, a moredetailed conclusion about images and price was introduced.4. We then demonstrated the method and scale of measuring the performance of produce based on image, which acted as a basis of the above model. After that, the conceptual model was illustrated by structure equations. The performance measured above and all the previous images can explain the change of CI.5. We specified the general equations into liner equations, from which we got 3 ways the product image influences CI. How to measure the power of each way was also introduced.6. Finally, we commented on the research of this essay and others as well, including the orientation of further research in the future.