Research On The Country Of Origin Image Of Qingdao's Home Appliances Brand

In the field of international marketing, many scholars during the time of purchase the consumer will be subject to the national image of the country of origin, and many scholars have been demonstrated, but the image from the region, discussing the reputation of the impact on consumer product evaluation less, global competition, the country become blurred, regions and cities become more and more intense competition, product mix more and more difficult for consumers to distinguish products of manufacture, design, the assembly takes place, etc., and the brand their influence is increasing, according to international research experience, consumers are likely sources of the brand products as the basis for evaluation. In this paper, effects of country of origin, based on the theoretical model was constructed to explore the areas of domestic appliance brands Tsingtao origin image problem.Study found that the degree of consumer culture appliance brands in Qingdao Image of origin is more obvious; brand awareness and brand image of the origin is related to the evaluation; different categories of household electrical appliances, the brand image of different origin. This discussion of Qingdao enterprise marketing strategies appliance reference and made a deficiency of this study and further research directions.