产品的原产国形象会影响消费者的评价和购买意向。鉴于我国企业在国际市场的不利地位,本文在回顾了原产国理论相关研究的基础上,针对我国企业在国际化经营中遭遇的问题,提出利用积极的原产国形象效应,规避消极的原产国形象的策略。 The image of the country of origin of the product will affect the consumer’s evaluation and purchase intention. In view of the unfavorable position of Chinese enterprises in the international market, based on the review of the relevant research on the theory of country of origin, this paper aims at solving the problems encountered by Chinese enterprises in their international operations and proposes to use the positive image effect of the country of origin and avoid the negative Strategy of producing country image.