中文摘要：

在文献回顾的基础上,运用内容分析法,以网络回帖为研究对象,研究了中国消费者对同一品牌国产与进口产品认知差异原因。研究结果表明：随着时间的推移,中国消费者对于＂进口产品好于国产产品＂认知强度呈现下降趋势;中国消费者对所评价产品的知识越丰富,他们对于＂进口产品好于国产产品＂认知强度越低。

英文摘要：

Based on literatures review and according to the network topic, this paper studies the reason of cognitive differ- ences between domestic and imported products with the same brand for Chinese consumers with the method of content analy- sis. The results show that ：（1） over time, the Chinese consumers＇ cognitive strength for ＂imported products are better than domestic products＂ show a downward trend;（2）for the product evaluated, richer knowledge of Chinese consumers, they have lower cognitive strength for ＂imported products are better than domestic products＂.