Vol.4 No.4 (November 2014)
The Research on the Country of Origin Effect in the Automotive Brand
With China’s participation in WTO, the internationalization process of auto industry in China has accelerated. Chinese consumers can select suitable cars from the auto market. This paper puts emphasis on the key factors in the influence of the country of origin. Based on the research, this paper puts forward marketing proposals for the China’s automotive enterprises, especially for the further growth of national automotive brand. To improve the brand image of Chinese automotive, the China’s automotive enterprises should focus on the product quality and strength scientific and technological innovation. Moreover, the Chinese government should also promote the quality and image of products made in China in order to build good brand image of China’s automotive products, which leads to improving country-of-origin image for China’s automotive enterprises.
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