A Research On Country Of Origin Effect To The Behavior Of Chinese People Buying Japanese Motor Vehicles

Recently,the economic relation become close increasingly with the development of international trade between China and Japan,followed by unceasing economic and political friction.Nowadays,we can see the motor vehicles from Japan in Chinese market everywhere.Due to the long developing history,in models,Japanese vehicle has various kind to be chosen;in performance,it's environmental protection low-carbon,resulting in the increasing sales in China.However,the sales is not so steady because the industry of Chinese sedan suddenly rises,as well as others from foreign countries has been marching to Chinese market in recent years,all these factors making a strong competition influences the development of Japanese motor vehicle.In addition,the political friction is increasing of our two countries.Normally,to buy a product from one country is a way to support the economy development,so take what an attitude we shall to Japanese products in view of the sensitive relationship between China and Japan.This paper is intend to analyze the influences driving Chinese to purchase Japanese motor vehicles from the view of country-of-origin effect.Throughout the domestic and foreign research on the Country of Origin Effect,which has already lasted more than 40 years and is still being widely discussed.When it was just mentioned,many foreign Scholars in the field had launched the study about it.With the development of the times,the relationship between China and Japan is becoming more increasingly closer,so Chinese related scholars gradually started the study about the Country of Origin Effect.But domestic research on the Country of Origin Effect is stilling focused on the formation of the theory.This study will start from the connotation,concept and theoretical basis of it to the reasons for the formation of the theory,and besides the factors of politics and economy all we know,we introduce a new influential factors,the new media.From the perspective of the new media to analyze its influence on the Country of Origin Effect and introduce a new concept which we call it new media diplomacy.And we also analyze the relationship among the new media,the national image and the Country of Origin Effect,which play a key role to the construction of China's national image.And the national image quality will directly affect the Country of Origin Effect positively or not.As for this,firstly,the article is to introduce the theoretical basis(halo model and summary construct model)and the new model—upgraded model of the country of origin effect and from the three the theoretical basis,to analyze the formation framework of the country of origin effect.Then taking Japanese motor vehicle for example,the development of motor vehicles in Japan is divided into three stages,we will give a detailed presentation about the policy,economy,culture and motor vehicle development in each stage respectively.Then gradually introduced the development of advertisement.And analyze the factors which influence the purchase of motor vehicles of Chinese people in various stages in Japan,as well as the cognition of motor vehicle in different periods.Next,compare the formation cause of the country of origin effect in various stages to analyze the changes of the influences whether will have an effect on the purchase of the Chinese.if it does,what it is.And in this part,introduced a new concept--new media,we will analyze the conception,features of the new media and the effect of the new media diplomacy deeply,though this to draw the conclusion that new media has the influence on the Country of origin Effect.With the coming of the information time,this factor has become more and more important,and played an important role in the Country of origin Effect.It can enlarge any social phenomenon and spread all kinds of information,then it has become a way of diplomacy.This factor has a profound impact on the establishment of the image of the country of origin,thus further affecting the country of origin effect as well as the consumer's choice.This paper based on the development of Japanese motor vehicles,the recognition change for Chinese,the influence factors of purchasing and the country of origin effect as well aims to verify the great influence of behavior to purchase Japanese motor vehicles for Chinese.With the the change of Japan's international image,the recognition of purchasing Japanese motor vehicles for Chinese has been also transformed,which justifies that the customers will take the country image into consideration when making a purchase,namely,the dynamic process of country of origin effect.At the end of this paper,the author verifies the rationality of country of origin effect from two perspectives:products themselves and existing regulations.Also,the enlightenment of the government,enterprise and consumer have been analyzed.It has profound significance to build a positive country image for nations,optimize the character of produces for enterprises and weaken the negative influence of origin effect of country.At the same time,it will be beneficial to establish rational consumption view for individuals.