国际经济与贸易学院知识库

在全球化背景下，国家形象对品牌在国际市场中的推广进程产生了显著的影 响。这种现象通常被称为“来源国影响”（Country-of-OriginEffect），体现为消 费者如何基于对一个国家的经济、政治和文化认知，形成对其产品的感知和购买 决策。对于中国这样的发展中国家来说，来源国影响尤其显著，因为“中国制造” 的标签往往伴随着复杂的预设观念。中国众多服装品牌在美国市场销售业绩表现 不佳，而作为中国快时尚品牌的一员，SHEIN会在文化差异明显的美国市场拨 云见日，取得成功。本文以中国快时尚品牌SHEIN为研究对象，深入探讨中国 品牌如何在国际市场中克服来源国不利影响，有效管理和改善品牌来源国形象， 实现跨国业务拓展。 研究采取定量与定性结合的方式，首先深入分析了SHEIN的发展历程和市 场策略，聚焦于SHEIN如何通过其独特的商业模式、市场定位和运营策略，在 竞争激烈的美国市场中取得突破，构建了对品牌成功因素的初步理解。接着运用 问卷调查捕捉广泛的消费者意见和偏好，收集了美国消费者对SHEIN的认知、 购买行为、对中国制造商品的一般态度以及对不同文化身份的认同。最后，运用 SPSS27.0 进行统计检验，通过多元回归模型探索SHEIN的来源国形象与美国消 费者购买行为之间的关系。为了进一步检验消费者对全球化与本土文化认同程度 是否会影响他们对来源国形象的感知，研究引入了调节变量——消费者的“本土－全球文化身份”，利用变量间的交互效应考察调节变量对主效应的影响。 研究发现，消费者对SHEIN的基本国家形象和品类国家形象有消极看法， 同时，消费者的文化身份在这种影响中起到了调节作用，倾向于本土身份的消费 者对来源国形象更敏感，而倾向于全球身份的消费者对这些形象的负面影响较小 。此外，产品国家形象对购买行为的影响不显著。为了消除来源国的负面影响， SHEIN 实施了一系列综合性的全球化营销策略。这包括转移焦点至品牌的全球 时尚身份，强化与国际设计界的合作，注重企业社会责任参与以提高消费者品牌 感知。同时，SHEIN还着重于提升产品质量和创新设计，提供高性价比的产品 ，利用对供应链的优化和灵活调整快速反应市场变化，在年轻消费者中树立了时 尚先锋的形象。通过这些综合策略，SHEIN有效改善了消费者对“中国制造”的印象，并在国际市场上成功塑造了积极的品牌形象。 本研究强调了品牌来源国形象在国际市场竞争中的重要性，并提出了中国品 牌在全球市场中应采取的策略，以及调整和优化这些策略的方法。同时，研究也 揭示了消费者文化身份对品牌接受度的影响，为未来相关研究提供了新的视角。

In the context of globalization, national image has a significant impact on the promotion of brands in the international market. This phenomenon is often referred to as the "Country-of-Origin Effect," which reflects how consumers form perceptions and make purchasing decisions based on their understanding of a country's economy, politics, and culture. These consumer biases are manifested in product cognition and purchase intentions. For developing countries like China, the country-of-origin effect is particularly pronounced, as the "Made in China" label is often accompanied by complex preconceptions. Many Chinese clothing brands have performed poorly in the US market, but as a member of China's fast fashion brands, SHEIN has been able to cut through the fog in the culturally diverse US market and achieve success. This article takes the Chinese fast fashion brand SHEIN as the research object to explore how Chinese brands overcome the adverse effects of the country of origin in the international market, effectively manage and improve the brand's country of origin image, and achieve cross-border business expansion. The research adopts a combination of quantitative and qualitative methods. It first analyzes in depth the development process and market strategy of SHEIN, focusing on how SHEIN has achieved breakthroughs in the competitive US market through its unique business model, market positioning, and operational strategies, and has built a preliminary understanding of the success factors of the brand. Then, using questionnaires, it captures a wide range of consumer opinions and preferences, collecting American consumers' perceptions of SHEIN, purchasing behavior, general attitudes towards Chinese-made goods, and identification with different cultural identities. Finally, using SPSS27.0 for statistical testing, the relationship between SHEIN's country-of-origin image and American consumers' purchasing behavior is explored through a multiple regression model. To further test whether consumers' degree of globalization and local cultural identity affects their perceptions of the country-of-origin image, the study introduces a moderating variable consumers' "local-global cultural identity," and uses the interaction effect between variables to examine the impact of the moderating variable on the main effect. The study finds that consumers have a negative view of SHEIN's basic national image and category national image.At the same time, consumers' cultural identity plays a moderating role in this effect, with consumers who lean towards local identity being more sensitive to the country-of-origin image, while those who lean towards global identity are less affected by these images. In addition, the impact of the product's country image on purchasing behavior is not significant. To eliminate the negative impact of the country of origin, SHEIN has implemented a series of comprehensive globalization marketing strategies. This includes shifting the focus to the brand's global fashion identity, strengthening cooperation with the international design community, focusing on corporate social responsibility participation to enhance consumer brand perception. At the same time, SHEIN also focuses on improving product quality and innovative design, offering high cost-effective products, using optimization and flexible adjustment of the supply chain to quickly respond to market changes, and establishing a fashion pioneer image among young consumers. Through these comprehensive strategies, SHEIN has effectively improved consumers' impressions of "Made in China" and successfully shaped a positive brand image in the international market. This research emphasizes the importance of brand country-of-origin image in international market competition and proposes strategies that Chinese brands should adopt in the global market, as well as methods to adjust and optimize these strategies. At the same time, the study also reveals the impact of consumer cultural identity on brand acceptance, providing a new perspective for future related research.