Research On Region Of Origin Image Of Household Ceramic Products

With the development of economic globalization, enterprises face increasingly fierce competition in the international market. In order to have a place, entrepreneurs and marketing scholars have to tap potential from different aspects of the enterprises. The origin image has received significant attention from the academia and the business community.In1965, Schooler put forward the concept of "origin image" and verified its validity. Since then, foreign and domestic research literature has spawn about the origin image. Most of them focused on the national level, while few on the regions. Because the countries of producing, assembling and designing products may be different, the products’country impression tends to diluting. With the further study of industrial cluster and the origin image itself, the region’s origin image came into view and became one of the hot spot.Starting with household Ceramic product, I compared the differences between Zibo origin image and Jingdezhen’s, verified the validity of the region origin image, and explore the affecting factors. Firstly, I summarized and reviewed the research at home and abroad and put forward the hypothesis. Secondly, I designed questionnaires, collected data and tested the hypothesis. Thirdly, I found out the main influences by the regression analysis. Finally, I put forward the strategies from several aspects to improve the region origin image’s effects.Conclusions are as follows:firstly, the effects of region origin image on household Ceramic product do exist. Customers have distinctly different evaluation about household Ceramic in Zibo and Jingdezhen. It is mainly because the differences of region origin image. Secondly, it is age and culture rather than gender that effect customers’evaluation. Thirdly, many factors can influence the effects of region origin image, such as overall impression, economic and cultural level, technology level, district reputation, product quality and price, brands and features. Fourthly, there are three common factors, which are region image, product image and industry competitiveness. Finally, the strategies on the region origin image will help the Ceramic enterprises in Zibo.