经济全球化是全球发展方向。伴随着国内和跨国企业竞争愈加白热化,怎样让消费者购买产品变成各个企业关注的焦点。消费者民族中心主义(CET)指消费者拒绝外国货、偏爱购买国货的一种内心倾向,它对国货/外国货的购买行为起着直接的作用。对于想走出去的中国跨国企业来说,如何运用消费者民族中心主义同国外品牌抗衡、走出国门,已成为消费者民族中心主义研究的实际应用价值。 Economic globalization is the global development direction. With the increasingly intense competition in domestic and multinational corporations, how to make consumers buy products into the focus of all businesses. Consumer Ethnocentrism (CET) Refers to consumers who refuse foreign goods and prefer to purchase domestic products, which has a direct tendency to purchase domestic products and foreign goods. How to use consumer ethnocentrism to compete with foreign brands and go abroad has become the practical application value of consumer ethnocentrism for Chinese multinationals who want to go out.