A Survey Of Foreigners' Perception Of Chinese Brands

With the rapid development of technology, the concept of global village Mc Luhan proposed is a step toward reality, to each of us.Economic integration allows the world to no longer be a barrier to the geographical and man-made barriers, trade between the country's activities more convenient, fast and efficient.We are faced with a myriad of daily commodities, such as China, the United States, Japan, Germany. Numerous international brands into the Chinese market, such as Coca-Cola, Nike, Adidas, BMW, Sony, Chanel, countless Chinese brands to go abroad, to the world market, Huawei, ZTE, Lenovo, Haier, Gree is representative.Consumers suddenly found themselves in the face of different brands of products, from the traditional appearance, quality and other factors have been unable to accurately distinguish the difference between different brands of products. Consumers in the face of more alternative products, the decision becomes more difficult.As a business, what evaluation consumer makes has become extremely important at this time,the main factors affecting the consumer product evaluation is the country of origin image and brand image.Through literature search and research, review and analyze the countries of origin image, brand image and product evaluation definitions and theoretical dimensions corresponding analysis carried constitute comb. By summarizing the literature, we found that existing research is to study the impact on product evaluation, and other factors affect the purchase intention, rarely put country of origin image, brand image and product evaluation into the same framework to study.This paper puts forward a new research model,not only to include the country of origin image, brand image and product evaluation factors,but also explore the dimensions of national image- the human image and the system image.In this study,We collect questionnaires and data from Yiwu Fair.Descriptive statistical analysis, reliability analysis, validity analysis, correlation analysis, regression analysis are used to help us analyzing the data collected on research empirical research. The results showed that the country of origin image and brand image can significantly influence consumers' product evaluation; institutional image and the image of the humanities significantly affect the brand image and consumer evaluation of products; and the impact of the image of the humanities is greater than institutional image.Before the end of this study based on analysis we concluded, respectively from the government macro-level and micro level business gives concrete recommendations and measures, while the development direction of research and subsequent limitations exist given instructions.