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Transcription

1 Finance & Trade Economics, No12, :,, :,, ;, ;,,, Ξ : :,, ;, ;, :F274 :F :A : (2007) ,? Jasonwood?, 1 400, 67, Ja2 sonwood 7515 %,,, :?, (Batra et al1, 2000 ; Steenkamp et al1, 2002 ; Wang et al1, 2004), (Zhou & Hui, 2003),, : ( Zhang, 2001 ; Zhou & Hui, 2003),,?,,, Ξ ( ), ( HKRGC CityU 1215/ 04H, ) 98

2 1 : % TCL Jasonwood : ( ),, (,2006) :, :,,,,,,,???,,??,?, 1,, (Howard & Sheth, 1967 ; Engel et al1, 1994 ;, 2006),,,,, ( ) (brand origin),,, 1 99

3 , ( Papadopoulos,1993), ( ),,, (Albaum & Peterson, 1984 ;Netemeyer et al1, 1991) ;, (Batra et al1, 2000 ; Steenkamp et al1, 2002 ; Wang et al, 2004), (stereo2 type),,, (, 2006 ;,2004) ;, ( ) (consumer conusion over brand origin), :, ;,,,,,,,, ;,,, H1 H2 H1 :,, (a), (b) H2 :,, (a), (b) ( ),, (Howard & Sheth, 1967 ; Engel et al1, 1994), (,2006), ( Kotler, 2000) (brand equity), ( Kotler, 2000),,,,,,, 100

4 , H1,,,,, H3 H3 :, (a) ; (b) ( ), 100 ( ),, , %, ( 1) (Batra et al1, 2000 ; Steenkamp et al1, 2002), :, ; ,, ( ) , 5 14 ( 1) ( ) 3 (n = 67), WR VL FM LK BUY WR a VL , FM LK ; BUY :a. ; 3 p < 0. 05( ) (1 =,7 = ) ;, (1 =,2 = ) ;,,, 400 ( ) ( ) ) 67, ( 1) 101

5 400 67,400 3, 1, (LK) (VL) ( FM) (WR) ( FM) (WR) (FM 3 WR),, (BUY), (LK) (WR), 4 4 : 4, VL FM LK WR WR 3 FM F Ad - R 2 F LK BT (p < 0105), LK BT M a ( Ad - (n = 34) LK BT a R 2 ) ( 0190), LK JW , LK JW a (n = 33) LK JW BUY BT , (n = 34) BUY BT a 90 %, BUY JW (n = 33) BUY JW M , : 3 p < 0105( ),M p < 0. 10( ),a,,r 2 F (p < 0. 05) WR, (Ad - R 2 ) WR, LK BT2 LK BT1,LK JW2 LK JW1 WR (LK BT ) (LK JW ), LK BT2,WR 01164, 0 (p < 0105) ; LK JW2,WR ( ), 0 (p < 0105) H1, H1 F (p < 0105),Ad - R , WR (Ad - R 2 ), BUY BT2 BUY BT1 ;, WR, BUY BT2,WR ( ), 0 (p < 0105) ; BUY JW2,WR 01329, 0 (p > 0105) H2, H2,,LK BT3 LK BT2 LK JW3 LK JW2, FM 3 WR :LK BT3 Ad - R 2 LK BT2 ( ,p < 0105), LK JW3 LK JW2 Ad - R 2 ( ,p > 0105), LK BT3 FM 3 WR 0 ( ,p < 0105), LK JW3 FM 3 WR ( ,p > 0105),FM WR LK BT, WR LK JW H3a, H3b, H3a, H3b, ( 1), (VL) (FM) (LK), (LK), 102

6 ,H1 H3a, H2 H3b ( ) H1 H2 :, ;,, H2, (BUY),400, 400, 152, 67, :,,,,,,, ( H2a ), H2, H2,?, ( ), H3a,,,,, 67, (VL),, 2 2,,, ;,,,,, H3b,, H3 H3a,H3b :,,,?,, (VL),? :, 2,,H3b 103

7 :,, ( ) : (1), (2), :, ;,, :, (3) (,2006) : ;,,,,,, :,,,,,?,, :? (,2006),,, : 11 Batra, R1, Ramaswamy, V1, Alden, D1 L1, Steenkamp, J2B1 E1 M1, Eects o brand local/ nonlocal origin on consumer attitudes in de2 veloping countries1 Journal o Consumer Psychology, Vol19, No12, 2000, pp Steenkamp, J2B1 E1 M1, Batra, R1, Alden, D1 L1, How perceived brand globalness creates brand value1 Journal o International Busi2 ness Studies, 2002, pp Wang, C2L, Siu, N1Y1M1, Hui, A1S1Y1, Consumer decision2making styles on domestic and imported brand clothing1 European Journal o Marketing, Vol1 38, No1 1, 2004, pp Zhou, L1, Hui, M1, Symbolic value o oreign products in the People s Republic o China1 Journal o International Marketing, Vol1 11, No12, 2003, pp Zhang, B1, Branding No More? Guangzhou : Guangdong Economy Publishing House, Howard, J1 A1, and Sheth, J1 N1, A theory o buyer behavior1 In Enis, B1M1 and Cox, K1 K1 (1988), Marketing Classics, Cam2 bridge : The University Press, 1967, pp Engel, J1, Blackwell, R1 D1, Miniard, P1 W1, Consumer Behavior (8 th Edition), NY: The Dryden Press, Papadopoulos, N1 What product and country images are and are not1 In Papadopoulos, N1 and Heslop, L1 A1 (eds), Product2Country Images : Impact and Role in International Marketing, NY: International Business Press, 1993, pp Albaum, G1, and Peterson, R1A1, Empirical research in international marketing : Journal o International Business Studies, Vol1 15, 1984, pp Netemeyer, R1, Durvasula, S1, and Lichtenstein, D1R1, A cross2national assessment o the reliability and validity o the CETSCALE1 Journal o Marketing Research, Vol1 28, 1991, pp Kotler, P1, Marketing Management, (10 th ed1), Beijing : Tsinghua Public Press, : :, : :

8 Why we need a rural inancial system, not choose to spread the market inancial system to rural area instead? This article argues that, there are our key issues in rural inancial market that can t be solved by market i2 nancial system : critical inormation asymmetry, lack o collateral, speciic costs and risks, and non - produc2 tive usage o unds. I the rural markets were evolved naturally, the market ailures and negative - externalities can t be avoided. But when the government interrupts in rural inancial market, it will preer to build up a ormal inancial system, which restrains the development o inormal arrangement, but the later has the advan2 tage to solve the our key problems, then the government ailure will come out. In this market - based logic, the key to solve market and government ailures lies on the construction o vertical cooperation rural inancial system. Studies on the practices o many developing economies and China proved the evolving process. But the market - based logic can t solve the rural inancial diiculties in essence. China should use the market - based logic, and also try to use anti - market - based logic to solve rural inancial puzzle. Keywords : Rural inancial System, Formal Finance, Inormal Finance, Market - based Logic The Situation o Countryside Consumption and Relevant Suggestions Research Team on Rural Consumption Issue On the base o analyzing consumption level, the consumption pattern and the consumer behavior o the country2 side inhabitant, the paper summarized the basic characteristics o countryside consumption in China. Then, the paper elaborated main restriction actors o consumption expansion in countryside, or example, ability, condition, environment, conidence, custom and so on. At last, the paper brought orward policy suggestions in avor o expanding the countryside consumption. Keyword :Countryside Consumption, Situation, Suggestion The Patterns o the Peasants Income in China and Options to Improve Peasants Income YANG Canming, GUO Huiang, SUN Qunli ( Zhongnan University o Economics and Law, Wuhan , China. ) Rencently, the slow - down agriculture and the powerlessly increase o peasants income have become a bottle2 neck o the national development. This article attempts to embark basic research rom the angle o the classiica2 tion and patterns o the peasants income, and uses statistical data and econometric models to study the actors which may eect the peasants income growth since the reorm and open China policy. To increase the income o peasants, the authors suggest that it be very necessary to increase the agricultural productivity, to ensure the sus2 tained and steady growth o the rural economy, and to optimize the rural employment. Broadening the channels and strengthening the support system as well as system innovation are also needed or boosting the peasants in2 come. Keywords : the Patterns o the Peasants Income, to Improve the Peasants Income, System Innovation The Analysis o Eective Punishment Level against International Cartels LIU Yan (Dalian Commodity Exchange, ) YU Zuo (Northeastern University o Finance and Economics, ) The key issue about eective deterrent to international cartel is the quota o punishments. This article argues that either the triple loss rewards o America or single loss rewards o European Union is not the reasonable standards o punishment. Based on the analysis o every county s relative provision and punishment status, this article points out that the cartel members should be charged with the whole social costs brought by their unlawul activities, and the whole cost should include the cartel overcharges, social deadweight losses, the costs o investigation and litigation, and the costs o imprisonment. Keywords : International Cartels, Punishment Level, Overcharge, Deadweight Loss, Investigation and Litiga2 tion Costs, Imprisonment Costs The Impact o Brand - origin Conusion on Consumers Liking and Buying Local Brand or Non - local Brand in China ZHUANG Guijun (School o Management, Xi an Jiaotong University, Xi an, ) ZHOU Nan (Marketing Department, City University o Hong Kong, Hong Kong) ZHOU Lianxi (University o Geulph, Canada ; Lingnan University, Hong Kong) Based on the theory o consumer behavior and the literature o brand origin eect, this paper proposes and tests the impact o brand - origin conusion on consumers liking and buying local brand or non - local brand in Chi2 na. It is ound that in the context o current China, irstly, the higher their conusion over the origin o a local brand, the more the consumers would like the brand, and the higher their conusion over the origin o a non - lo2 cal brand, the less the consumers would like the brand. Secondly, the awareness o local brands negatively mod2 erates the positive relationship between brand - origin conusion and local brand liking, while moderating eect o the awareness o non - local brands is not signiicant. Thirdly, brand - origin conusion has a negative impact on consumers buying local brand but do not have signiicant impact on consumers buying non - local brand. Keywords : Brand - origin Conusion, Brand Origin Eect, Brand Preerence, Brand Buying