随着经济的全球化,研究原产地形象对于国际市场营销有重要意义。一直以来,原产地形象有两种定义方式。文章认为原产地形象包含微观和宏观两个维度,原产地形象既不等同于宏观意义上的国家形象,它也不固化在某些代表性产品。 With the globalization of the economy, studying the origin of the image is of great significance for international marketing. There have been two ways of defining the origin of the image. The article believes that the country of origin contains two dimensions: microscopic and macroscopic. The country of origin image is neither equal to the national image in the macro sense, nor is it solidified in certain representative products.