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在经济全球化的大背景下,最大限度提高自己的品牌价值业已成为实施有效市场营销方式之一,在这其中,原产地效应值得关注。原产地效应就是在在打造商品原产地品牌的基础上,提高消费者的忠诚度,从而激发出消费者的购买消费欲望。本文就是以张家口地区液态奶产业竞争为例,对原产地效应予以探究,并提出正确应用原产地效应提高张家口地区液态奶产业竞争力的对策。
Under the background of economic globalization, maximizing one’s own brand value has become one of the effective marketing methods. Among them, the origin effect is worth paying attention to. The origin effect is to increase consumer loyalty on the basis of creating a brand of origin of goods, thereby inspiring consumers’ desire to purchase. This article takes the liquid milk industry competition in Zhangjiakou area as an example to explore the origin effect, and proposes the correct application of origin effect to improve the liquid milk industry competitiveness in Zhangjiakou area.