经济全球化是当今世界经济发展的趋势。随着国内和跨国公司的竞争日趋白热化，如何赢得更多的消费者成为企业关注的一大问题。而消费者民族中心主义（CET）是消费者偏爱国货、排斥外国货的一种心理倾向，它直接影响着国货/外国货的购买行为。对企业来说，国内企业如何利用消费者民族中心主义同国外品牌竞争，跨国公司如何采用本土化的营销策略以规避消费者的民族情绪，已成为消费者民族中心主义研究的实际应用价值。 本研究在学术回顾的基础上，提出研究主题所包含的理论假设，通过实证研究，验证理论假设是否合理，并通过中美、中印消费者民族中心主义的两两对比，得出企业营销结论。具体的研究方法主要包括：文献资料归纳分析法，问卷调查法，定量分析法。本文对所有的数据统计分析使用统计分析软件SPSS完成，使用的方法有可靠性分析，方差分析，因子分析和相关分析法。 本研究经分析发现，消费者民族中心主义在中美印三国具有适用性，它与国货购买行为倾向正相关，而与外国货购买行为倾向并无明显的负相关关系。且消费者民族中心主义要受到先行变量——人口统计因素和价值观因素的影响，由此可以得出企业针对消费者民族中心主义的营销策略。本文还通过中美、中印两国的CET、购买意向、产品评价、国际贸易观念的对比，从而为跨国企业在三国市场上的产品设计、生产、价格等各营销因素提供建议。最后提出了研究的未来研究方向，作出总结。

Economic globalization is today’s world economic development trend. With gradually fierce competition between domestic and multinational companies, how to win more consumers becomes a big problem that companies focus on. CET is a psychological tendency that consumers prefer domestic goods, but reject foreign goods. CET directly effects domestic/foreign goods purchase behavior. How to utilize CET to compete with foreign brands for domestic companies? How to avoid consumers’ national sentiments for multinational companies by developing localized marketing strategies? The answer to these questions has become the actual value of the research of CET. Based on the literature reviews, the paper brings forward the theory hypothesizes included in the research theme. Through empirical research to verify whether the theory hypothesizes are reasonable. By contrasting China-the United States, China-India’s CET, the paper gets the conclusion of enterprises’ marketing strategy. The research methods of this paper are: literature analysis method, questionnaire method and method of quantitative analysis. Statistical works, such as reliability analysis, variance analysis, factor analysis and correlation analysis are processed by the software SPSS. The paper finds that CET is applicable in all three countries: China, the United States and India. There is a positive correlation between CET and domestic purchase-related, and no obvious negative correlation between CET and foreign purchase-related. The paper also finds that CET is affected by antecedents, such as demographic factors and value factors. Therefore we can conclude enterprise marketing strategies about CET. With comparisons of CET, purchase intention, product evaluation and international trade concepts between China-the United States, China-India, we can provide suggestions for multinational companies of different parts of marketing, such as product design, production and price. At last, future research directions and summary are proposed.