影视墙壁纸效果图,网络街机,武汉体育学院科技学院
简介
全球化是一种不可避免的现象，它将领导整个世界成为一个市场,一个地球村。随着世界逐渐成为一个单一市场,全球化是已然成为了限制国内市场，在全球范围内建立业务和信心的最主要的因素。这也在很大程度上导致了国界的重要性下降，更注重消费者的实际需求,把消费者视为最重要的因素。
全球化这一趋势已经对国际公司的品牌策略产生了巨大影响。自1990年初以来，许多跨国公司,如联合利华已经开始实施多国战略这样的全球营销方法，包括全球品牌战略，(Schuiling和Kapferer 2004)。增加消费者知识和意识对于这一全球化趋势和全球性品牌越来越重要，这些全球性的大品牌包括百事可乐、苹果等。
随着在全球舞台上竞争的愈发激烈，一些组织发现为国际消费者与当地消费者服务是很重要的，这有助于实现竞争优势。然而对于一些产品和服务“不同国家消费者的口味和偏好开始向一些全球标准靠拢”(霍尔特2002)。，然而，从消费者的角度来看,这似乎反应了全球化品牌的流行变化在于针对不同的客户。一方面,消费者似乎在评估和欣赏全球品牌,，将品牌作为一种身份的象征。另一方面,全球品牌常常被批评它威胁了当地的差异,导致文化身份的丧失。
The International Globalization Vs Local Brands Fashion Essay
Introduction:
Globalization is an inevitable phenomenon that is leading the entire world towards becoming one market, a global village. With the world becoming a single market, globalization has had a major contribution in enabling the organizations worldwide to step out of the restricted domestic markets and to set up their operations across the globe with confidence. This has largely led to a decline in the importance in national borders and a greater emphasis on what the consumers actually demand; be the consumers located in the very country in which the organization exists or an entirely different part of the world.
Globalization has had a huge impact on the branding strategies of international companies. Since the early 1990's many multinational companies, such as Unilever have moved from a multi domestic to a global marketing approach including global branding strategies (Schuiling and Kapferer 2004). Increased consumer knowledge and awareness have played an important role towards this globalization of markets and escalating the power of global brands such as Pepsi, Apple etc.
As the competition in global arena increase, organizations find it important to serve international consumers along with local ones to achieve competitive advantage. However for some products and services "the tastes and preferences of consumers in different nations are beginning to converge on some global norm" (Holt 2002). From a consumer perspective, however, reactions to the prevalence of global brands seem to vary among the different customers. On the one hand, consumers seem to value and admire global brands and regard such brands as a status symbol. On the other hand, global brands are often criticized for threatening the local differences and leading to a loss of cultural identity.
Since the trend of consumption by our people is changing, people are becoming more prone to buying the international brands rather than the local ones. Consumers feel proud in purchasing imported goods and this has increased the power of international brands. Apart from just focusing on where the product has actually been produced, consumers consider various other factors when making purchasing decisions. It has been noted that consumers are reluctant to buy goods made in less developed countries as they perceive them to be low in quality. Brands have also been perceived as being a status symbol and this thinking is most common in young people.
Literature review
There have been a number of researches done on brands. A definition of a brand by The American Marketing Association (AMA) in the 1960s (Keller, 1998) is “a name, term, sign, symbol, or design, or a combination of them, intended to identify the goods and services of one seller or group of sellers and differentiate them from those of competitors.” Research has proven that consumers use brands to help them make decisions about the product they choose (Ger et al., 1993).
De Chernatony and McWilliam (1989) stated that successful brands, be it domestic or international, will have some unique proposition that is satisfying consumer needs. Powerful branding will also have a positive impact on consumer franchises. As Kolter et al. (2002) suggests that powerful brands command a strong brand loyalty from their consumers where these consumers perform in a repeated buying and ignore alternative brands that may be at lower prices.
Recent researches suggests that influences on foreign product evaluations may be considerably complex, resulting from an interaction of various different factors such as ethnocentrism, price, perceived quality, country of origin, status, fashion consciousness, advertising campaigns etc.
Ethnocentrism
Research by Kinra (2006) states that ethnocentrism, which is a psychological construct which a makes a product more favorable in the minds of the consumers simply because bit is made in their own country. Ethnocentrism is when consumers think their culture to be superior to other cultures (Summer, (1906:13).
Highly ethnocentric individuals tend to accept things culturally similar and reject things culturally dissimilar (Crawford and Lamb, 1981; Heslop et al., 1998; Wang and Lamb, 1983). In a study conducted by Lantz and Loeb (1996) which focused on the relationship between consumer ethnocentrism and imported/international products, also found out that consumers who are highly ethnocentrism have more positive attitudes toward products from countries with similar cultures. Highly Ethnocentric consumers believe that purchasing local brands promotes patriotism and they accuse foreign brands of being a potential threat to country's economy and employment level. They also prefer local brands because of their better understanding of local needs.
Quality
Quality is a trait which is very hard to define, because it is a very subjective term. Perceived quality is the perception of a consumer about a product's excellence. Research proves that most consumers perceive international brands to be of higher quality and greater prestige.(e.g., Nguyen, Barrett and Miller 2005; Steenkamp, Batra and Alden 2003). If a brand is perceived as globally available, consumers are likely to attribute a superior quality to the brand, since its international acceptance is seen as a sign of its high quality. (Han 1989)
According to Iglesias and Guillen (2004), consumers pass five phases of purchase process and the first phase is that the consumer perceives the product with the consideration of its availability, quality, price and the marketing activities. The consumers will make a comparison between brands to other alternatives and then make a decision. This will then either leads to the action of purchase or not to purchase that certain product from a certain brand.
Country of origin
he country of origin will also have a deep impact on the consumer preferences. The country of origin effect has been defined as influences, be it positive or negative, that a product's country of manufacture may have on consumers' decision (Elliott and Cameron, 1994). It is related to different stereotypes which are attached to a country's product by consumers.
Majority of the studies have supported a strong direct relationship between the “made -in” label and perceived quality of the product.. The findings indicate that consumers hold stereotyped images of certain countries and that these images affect their perceptions about the country. These stereotypes vary from country to country. Products from developed and highly industrialized countries are evaluated more positively than products from developing countries.
Moreover, attitudes and perceptions of consumers toward brands and products will depend on categories, for instance, electronic goods from Italy may be perceived as a poor quality but Italian clothing would be perceive as fashionable and high quality (Bikey and Nes, 1982). This would be differently perceived with Japanese brands as Japanese electronic goods would be perceive with positive attitudes and Japanese clothing will be negatively perceived.
Price
Price is considered one of the most important factors affecting the consumer perceptions of a brand or product (Hansen, 2005). Researchers found out that once consumers perceive a price difference between local-owned and foreign-owned brands, price dissimilarities begin to affect their preference for local-owned brands. Therefore it is imperative that we test the impact of price against consumer's ethnocentric tendencies to determine at what point price becomes more important to consumers than all the other factors mentioned. Consumers need a reference price as a cue for evaluating the price of an observed product/service. There are two forms of reference price - an internal one that resides in consumers' memory (e.g. past purchase) and an external one that is formed during the purchasing process (e.g. price comparison between brands while shopping) (Mazumdar and Papatla, 2000). If consumers perceive the local-owned brand as more expensive than the foreign-owned brand, but its quality is similar to the foreign-owned brand, they should prefer the local-owned brand less because they perceive a higher loss with the local-owned brand. In other words, the price difference between local-owned and foreign-owned brands acts as a moderator between perception of brand ownership and purchase intention of local-owned brands |
