改革開放的40年，中國宏觀經濟展現出蓬勃向上的發展勢頭，並且中國製造業在“後發優勢”的作用下已經成為全球實體經濟的重要組成部分。不管是從經濟總量還是我國製造業規模來看，我國與世界發達國家的綜合實力差距正在逐步縮小。但從近年中國自主品牌在國際市場上的表現上看，其結果並非令人滿意。以國內汽車自主品牌為例，部分汽車自主品牌產品品質水準比鄰韓系車。但是，消費者在產品選擇時，仍然偏向外國品牌，對自主品牌品質的態度仍是負面的。

從這一現實問題出發，本文以汽車自主品牌為例，探究國內消費者對中國自主品牌感知品質的影響機制。首先，通過梳理關於感知品質的文獻，我們發現公司層資訊對產品感知品質的影響被忽視。基於已有的實證研究，我們探究了公司層資訊對產品品質感知，購買意願和推薦意願的影響以及公司類型（強勢公司vs弱勢公司）的調節作用；其次，我們發現，因對中國公司的負面內隱態度，消費者出於防衛性而進行選擇性資訊呈現，對中國公司展示的公司層資訊的真實性和準確性產生懷疑，進而降低了公司層信息的說服效果；最後，為了提升中國公司的資訊說服效果，本文基於態度改變模型提出愛國情感行銷與公司層資訊展示雙策略，以提高消費者對中國公司的產品品質評價。

資料結果證實了所有的假設，並得到以下結論：1）相比于強勢公司，弱勢公司展示公司層資訊對產品感知品質和公司評價的影響更大；2）因消費者對中國公司持有負面內隱態度，對中國公司而言，僅僅展示公司能力資訊和企業社會責任資訊對產品品質和公司評價的影響程度有限；3）在這種情況下，愛國情感行銷從感性角度提升了消費者對產品品質和公司的評價。因此，中國公司可以向消費者積極展示公司能力資訊和企業社會責任資訊，同時也要從感性層面，例如愛國情感行銷，促進消費者對中國公司產生積極的評價。

In the past 40 years of reform and opening up, China's macro economy has shown a vigorous and upward development, and China's manufacturing industry has become an important part of the global real economy under the influence of “late mover advantage”. No matter from the Economic Aggregate or the scale of China's manufacturing industry, the comprehensive strength gap between China and the world's developed countries is gradually narrowing. However, in terms of the performance of Chinese self-owned brands in the international market in recent years, the results are not satisfactory. Taking domestic auto brands as an example, the quality of some auto brands are on par with Korean cars. However, consumers still prefer foreign brands when choosing products, and their attitudes towards the quality of their domestic brands are still negative.

Starting from this realistic problem, this paper takes self-owned automobile brands as an example to explore the influential mechanism of domestic consumers on the perceived quality of Chinese brands. First of all, by combing the literature on perceived quality, we found that the influence of company-level information on perceived quality of products has been neglected. Based on existing empirical studies, we explored the influence of company-level information on product quality perception, purchase intention and recommendation intention, and the regulatory effect on firm type (strong firm vs. weak firm). Secondly, we found that due to the negative implicit attitude towards Chinese companies, consumers selectively process the presented company-level information out of defensiveness, and have doubts about the authenticity and accuracy of company-level information presented by Chinese companies, thus reducing the convincing effect of the company-level information. Finally, in order to improve the convincing effect of Chinese companies’ information, based on the attitude change model, this paper proposes the dual strategy of patriotic emotion marketing and company-level information display based on attitude change model to improve consumers' evaluation of product quality of Chinese companies.

The results confirm all the hypotheses and draw the following conclusions: (1) Compared with strong companies, weak companies' presentation of company-level information has greater impact on perceived product quality and company evaluation; (2) Because consumers hold negative implicit attitudes towards Chinese companies, for Chinese companies, displaying corporate capability information and corporate social responsibility information has limited impact on product quality and company evaluation; (3) In this case, patriotic emotion marketing improves consumers' evaluation of product quality and the company from emotional perspective. Therefore, Chinese companies can actively display information about their corporate capabilities and corporate social responsibility to consumers. At the same time, they should also promote consumers to have a positive evaluation of Chinese companies from the emotional level, such as patriotic emotion marketing.