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在全球化市场上,原产国刻板印象长期制约着消费者对新兴市场经济国家产品的评价。随着新兴市场经济国家的崛起,当前理论界和实务界对原产国刻板印象逆转问题的关注不断升温,但现有研究尚未深入探讨原产国刻板印象逆转的内在机理。本文基于原产国刻板印象可以逆转这一视角,论述了原产国刻板印象可以逆转的理论依据及研究突破,并基于刻板表征理论剖析了原产国刻板印象的逆转机制,最后指出了促进原产国刻板印象逆转的营销战略及未来研究方向。
In a globalized market, the stereotype of the country of origin has long constrained consumers’ assessment of products from emerging market economies. With the rise of emerging market economies, the current theoretical and practical circles are paying more attention to the issue of reversing the stereotype of the country of origin. However, the existing research has not yet explored the inherent mechanism of the stereotype reversal in the country of origin. Based on the stereotype of the country of origin, this paper can reverse this perspective, discusses the theoretical basis and research breakthrough of the stereotype of the country of origin can be reversed, and analyzes the reversal mechanism of the stereotype of the country of origin based on the stereotypical representation theory. Finally, The marketing strategy of reversing the stereotype of the country of origin and its future research direction.