Influencing Factors Of Image Perception Of The Country-of-origin

In recent years,China's market is increasingly open and China's economy continues to develop.Enterprises around the world pay more and more attention to the development of China's market.Foreign brands can be seen everywhere in China's market.When consumers choose and buy different brands,they will be affected by many factors.Similarly,when they face the same brand choice in different countries of origin,the influencing factors are also diverse,among which the image perception of the brand country of origin is a very important factor.In the global economic integration today,the competition between domestic brands and foreign brands is more and more fierce.How to make Chinese brands occupy a place in the domestic market on the stage of competition with international brands is a problem that Chinese enterprises need to think about.Therefore,we must understand the consumer psychology and what factors will play a role in brand selection?What are the reasons for the differences in consumer brand choice? Does the image of the brand country of origin affect the brand perception of consumers? If there will be an impact,then what are the important factors that affect consumers' perception of the image of the country of origin of the brand?In this paper,through a large number of literature review,the research of brand country of origin,image perception and the relationship between them are comprehensively combed.Taking the influencing factors of the brand's country of origin image as independent variables and image perception as dependent variables,this paper constructs aconceptual model between the two.Then,on the basis of defining the connotation of the variables,it divides the measurement dimensions reasonably and finally determines the measurement scale.Through literature review,we know that the influencing factors of independent brand source country image are summed up from three perspectives,namely,country perspective,product perspective and consumer perspective;dependent variable consumer image perception is divided into two dimensions,namely product perception and value perception.Then the research hypothesis is put forward.Finally,taking the automobile brand as the research object,this paper collects the data of the influencing factors of the image perception of the source country of the consumer brand in Hunan and Hubei by the way of questionnaire.This paper analyzes the reliability and validity of the data collected from the questionnaire survey,and then verifies the hypothesis of the model through SPSS Statistical Analysis Software.Finally,according to the empirical results,the paper puts forward some suggestions for domestic enterprises to explore the international market.In this paper,SPSS software is used to analyze the data obtained from the questionnaire.The empirical results show that: the developed degree of brand country of origin will affect the consumer's brand image perception;the degree of consistency between the country of origin and the country of manufacture of the brand does not completely affect consumers' brand image perception;the inherent impression of consumers on the brand country of origin will affect consumers' image perception.This paper discusses these conclusions,and finally,according to these conclusions,puts forward reasonable brand managementopinions to help enterprises better build brand image.