The Exploratory Research Of Oversea Consumers’Evaluations Towards Chinese Brands

Living in the age of global economic development and the regional integration, either the advanced markets or the emerging markets play important roles on the stage of global markets. As the economy rises, the emerging markets have the potential to become the key powers of reversing the economic landscape.However, the regret thing is that, though the enterprises from the emerging markets have entered the tide of globalization early or late, but there are not so much brands which have been accepted by the consumers of the global markets. Based on this, the paper will focus on the exploratory research of oversea consumers’evaluations to the emerging market brands. The research will be a very meaningful proposition for both the emerging market enterprises who are interested in exploring overseas markets and raising the brand value as well as the scholars who are interested in the emerging market brands’ breakout and taking part in the global competition.This paper has six chapters. Chapter1introduce the background, the research purpose, research method, technology roadmap and the research framework; Chapter2summarize the previous researches in related fields, including the brand globalization, the brand globalization of the emerging markets, ways of Chinese brand globalization and market performance and the researches of online consumer reviews; Chapter3establish the research method and state the data collection and the data analysis process; Chapter4code and analyze the consumer reviews and finally form the research framework and do some theoretical saturation test; Chapter5discuss the whole research contents, state the theoretical contribution and the management implications of this paper; Chapter6summarize the whole research contents, state the limitation of the research and research directions in the future.Conclusions drawn in this paper include as follow, first, the oversea consumers’ evaluations to the Chinese brands are composed of three parts "product factors", "brand factors" and "competition factors". Consumers’brand perception can influence consumer attitudes, and then influence consumer behaviors. Besides, consumer experience moderate the consumer attitudes and the shopping platform moderate the consumer behaviors; second, the oversea consumers generally believe that the key value of Chinese brands is cost-effective, which is also the competition advantage of the Chinese brands in the advanced markets. But the oversea consumers have the negative attitude towards Chinese brand ethics, brand reputation and consumer services and so on. This paper proposes the strategy of Chinese brand globalization accordingly, hoping to realize the Chinese brands’breakout to the oversea market.