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分类号密级：
学校代码：１０４１４学号：４０２０１７０１０７０４
；３茁呷忽犬学
Ilf
硕士研究生学位论文
角色定位策略、区域品牌信任与东
道国消费者接受：基于道德合理性视角
Ro l ePo s i t i o n i n St r at e P l ac eB r a ndT r u s t
g gy ，
a nd H s tC n s um e rAc c e t a n c B a s e d n t h e
o o p e ：o
P e r s p ec t i v eofMo r a l Le g i t i mac y
刘洋
院所：商学院导师姓名：赵卫宏
学科专业：市场营销研究方向：消费者行为与品牌战略
二○一九年五月
摘要
区域品牌国际化是区域在全球市场竞争中获得优势竞争力的重要途径，然而
因跨国经营中文化、制度及认知差异的存在，区域品牌往往难以被东道国消费者
接受，导致国际化进程以低效益形式进行甚至难以进行。而已有理论对区域品牌
国际化过程中如何获得东道国消费者接受还未有充足的讨论。
本研究聚焦于区域在国际化市场中的角色，基于道德合理性视角开发了区域
角色定位策略，构建了区域角色定位策略与东道国消费者接受概念化模型，并通
过收集中国市场对外国区域品牌的评价数据进行实证检验。本研究共取得670份
有效问卷用于实证分析，研究结果显示，本研究基于道德合理性开发的角色正直
化定位、区域角色友好化定位和区域角色环保化定位三个策略均得到支持。通过
结构方程模型检验结果可知，本研究所开发的区域角色定位策略能够正向影响区
域品牌信任进而正向影响东道国消费者接受。
本研究立足于道德合理性视角开发区域角色定位策略，这与前人对区域定位
于某特定角色的讨论不同，道德合理性的加入可以使消费者不仅能对区域角色表
现实现预期，降低风险感知，还能通过道德合理的感知增强对区域角色表现的正
面预期，产生信任和接受，从一个新的角度丰富了区域角色定位理论。本研究开
发的区域角色定位策略能够为区域品牌在进行国际化过程中提供行为、态度及能
力管理上的指导，通过角色行为、态度和能力上体现对公平公正的坚守，社会责
任的承担，诚信经营，对东道国传统的尊重，对社会整体发展及安全的考量和保
护环境可实现道德合理性进而转化为东道国消费者接受。囿于研究能力限制，本
研究未从合理性理论的实用合理性和认知合理性理论两个角度探讨角色定位策
略，未来研究可进一步深入探讨其他两种合理性与角色定位的策略开发以及三种
合理性之间关系对角色定位的影响。
关键词：区域品牌国际化；区域角色定位；区域品牌信任；东道国消费者接
受
I
Abstract
Place brand internationalization is an important way for regions to gain
competitive advantage in global market competition.However,due to the differences
in culture,system and cognition in transnational operations,place brands are often
difficult to be accepted by host country consumers,leading to internationalization.It is
even difficult to carry out in a low-efficiency form.However,there is no sufficient
discussion on how to obtain consumer acceptance in the host country during the
internationalization of place brands.
This study focuses on the various roles that the region may locate in the
international market.It develops a place role positioning strategy based on the
perspective of moral rationality,and constructs a place role positioning strategy and a
conceptual model of host consumer acceptance.And through the collection of empirical
data on the evaluation of foreign Place brands in the Chinese market,a total of 670valid
questionnaires were obtained for empirical analysis.The research results show that the
three strategies of role vertical orientation,place role-friendly positioning and place role
environmentalization positioning based on ethical rationality development are
supported.Through the structural equation model test results,the developed place role
positioning strategy can positively influence the place brand.Trust and thus positively
affect the acceptance of consumers in the host country.
This research is based on the perspective of moral rationality to develop regional
role-positioning strategies.This is different from the previous discussion of regional
positioning in a specific role.The addition of moral rationality can enable consumers
to not only realize the expectations of regional role performance,but also reduce risk
perception.It can also enhance the positive expectation of regional role performance
through ethical and reasonable perception,generate trust and acceptance,and enrich the
regional role positioning theory from a new perspective.The regional role-positioning
strategy developed by this research can provide guidance for behavior,attitude and
ability management of regional brands in the process of internationalization.It reflects
the fairness and impartiality,social responsibility,and integrity through role behaviors,
attitudes and abilities.Management,respect for the traditions of the host country,
consideration of the overall development and security of the society and the protection
of the environment can achieve moral rationality and then be transformed into consumer
acceptance by the host country.Contrary to the limitations of research capabilities,this
study does not explore the role-positioning strategy from the perspectives of practical
rationality and cognitive rationality theory of rationality theory.Future research can
further explore the development of other two rationality and role orientation strategies
and The effect of the relationship between rationality on role positioning.
II
Keywords:Regional brand internationalization;Place role positioning;Place
brand trust;Host country consumers accept
III