中国媒体建构本土品牌形象的传播学思考
发布时间：2018-09-12 12:09
【摘要】：正随着中国经济改革和对外开放程度逐步加深,外国品牌产品在中国本土消费市场逐渐增多。但是在实际消费活动中,即使本土品牌产品与外国品牌产品在市场价位、功能属性、售后服务等方面处于相同水平,很多中国消费者却更愿意选择外国品牌产品。他们认为,使用外国品牌产品是高品质生活的保证和身份的象征,而使用本土品牌产品则会带来功能和形象上的损失。有学者认为,这种普遍存在的本土品牌偏见现
[Abstract]:With the deepening of China's economic reform and opening to the outside world, foreign brand products are gradually increasing in China's domestic consumer market. But in the actual consumption activities, many Chinese consumers prefer to choose foreign brand products, even if the local brand products and foreign brand products are at the same level in market price, functional attributes, after-sales service and so on. They argue that the use of foreign brands is a guarantee of a high quality of life and a symbol of identity, while the use of local brands can result in loss of functionality and image. Some scholars believe that this widespread prejudice against local brands is evident.
【作者单位】： 重庆文理学院;
【基金】：国家社科基金项目“大众传媒与塑造本土品牌形象研究”〈项目编号:12CXW014〉阶段性研究成果
【分类号】：G206
，
本文编号：2238961
[Abstract]:With the deepening of China's economic reform and opening to the outside world, foreign brand products are gradually increasing in China's domestic consumer market. But in the actual consumption activities, many Chinese consumers prefer to choose foreign brand products, even if the local brand products and foreign brand products are at the same level in market price, functional attributes, after-sales service and so on. They argue that the use of foreign brands is a guarantee of a high quality of life and a symbol of identity, while the use of local brands can result in loss of functionality and image. Some scholars believe that this widespread prejudice against local brands is evident.
【作者单位】： 重庆文理学院;
【基金】：国家社科基金项目“大众传媒与塑造本土品牌形象研究”〈项目编号:12CXW014〉阶段性研究成果
【分类号】：G206
，
本文编号：2238961
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