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全球经济已经进入产品海外形象竞争时代。中国产品海外形象如何进行评价,如何构建中国产品海外形象评价指标体系势在必行。通过简要回顾中国产品海外形象提升动因及驱动因素,设计与构建出3个形象层次12大形象要素的评价指标体系,并借助专家打分法和AHP方法,计算相应指标权重。最后对中国产品海外形象提升战略提出对策建议。
The global economy has entered the era of product image competition overseas. How to evaluate the overseas image of Chinese products and how to construct the overseas image evaluation index system of Chinese products is imperative. By briefly reviewing the promotion motivation and driving factors of overseas image of Chinese products, this paper designs and constructs the evaluation index system of 12 image elements of three image levels, and calculates the weight of the corresponding indicators by means of expert scoring method and AHP method. Finally, it puts forward countermeasures and suggestions on the strategy of overseas image enhancement of Chinese products.