第五章、 結論與建議
5.2 實證意涵
本研究發現本國中心主義會影響購買行為，所以企業可以將此因素納入行 銷策略的運用之中。例如管理者可以利用本國中心主義量表來蒐集不同地區的 本國中心主義傾向，再將全球市場依照該因素與其他影響因子在各地區間的相 似程度，區隔出不同的經濟區塊。進一步發展出一個資料庫架構，以提供有利 於決策的市場區隔資訊，適合國際企業在操作全球市場時用來選擇適當的目標 市場。
使用消費者對本國產品態度、本國中心主義和來源國效應，可以為國產品 與進口產品發展出優良的區隔方針。本國中心主義既然是本國廠商的優勢之 一，如此進口商應如何將本研究結果應用於區隔市場與擬定策略？建議進口商 在進入台灣市場前，可先參考目標市場區隔中的消費者本國中心主義傾向，並 瞭解目標客戶如何解讀特定產品的來源國效應。此外進口商應以產品優點作為 行銷策略的重點，並以其他行為因素和人口統計變數作為市場區隔時的考慮要 項。
在行銷手法上，可以使用廣告來加強本國中心主義對購買行為的影響。從 本國廠商的角度，因為本國勞工即是消費者的參考群體之一，可在廣告中強調 購買進口產品會對本國勞工產生負面影響，。相對地進口商也可利用相同的話 題應用到廣告文宣中，例如強調進口商從事的產品輸入活動會增加本土勞工的 就業機會，亦即外資的進駐也能創造本國的就業機會。
總結本研究的行銷意涵，消費者本國中心主義雖可以作為市場區隔的因素 之一，然而回顧台灣在當年中美斷交時，一度曾因愛國主義與民族自尊心使
然，產生抵制外國產品的氛圍。時至今日隨著經濟成長與所得提高，消費者多 以追求品質等各種產品特性為主，不再拘泥於民族情節。加上台灣對外貿易成 就在國力提升上居功厥偉，本國許多優秀企業在國際分工的產銷環節中也位居 要津，因此多數國人也不再強烈以本國中心主義來侷限產品消費的選擇。即使 如此，日前也曾發生外國廠商在國外以不當的廣告內容負面影射台灣，引起國 內醞釀抵制風波。後來該廠商因慑於台灣對該公司產品優異的消費能力，而以 撤廣告並道歉以平息爭議。顯然消費者本國中心主義在國內的影響力仍然不可 小覷。然而此時兩岸在政治上的爭議未解，而國內隨著民主開放與政黨輪替，
本土意識也水漲船高，國族認同的爭議在島內形成敏感話題，建議管理者在使 用本國中心主義混合行銷策略時，應審慎為之。
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