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在中国由世界大国向世界强国的国际地位提升的背景下,中国产品逐渐进军海外市场。如何在充满竞争力的国际市场上推介中国产品,塑造良好的中国产品海外形象是当今国际市场形势下的首要问题。本文从分析中国产品海外形象现状出发,针对中国产品海外形象面临的形象凸显不够、高端产品缺乏、品质信誉欠缺的三大问题,提出文化融合驱动、概念创新引领、服务特色彰显和产品结构优化以全面提升中国产品海外形象的四大策略,这将为增强我国产品国际竞争力提供指导。
In the context of China’s rising international status from a world power to a world power, Chinese products have gradually expanded into overseas markets. How to promote Chinese products in a competitive international market and create a good overseas image of Chinese products is the most important issue in the current international market situation. This article starts with an analysis of the status quo of overseas images of Chinese products. In response to the three major problems faced by the overseas image of Chinese products, lack of high-end products and lack of quality reputation, this paper proposes cultural fusion, concept innovation, service features, and product structure optimization. The four strategies for comprehensively enhancing the overseas image of Chinese products will provide guidance for enhancing the international competitiveness of China’s products.