一直以来,外资企业特别是一些著名的跨国公司在中国消费者心目中一直都以诸如规范、可靠、诚信等正面形象出现,外资企业提供的产品几乎就是高品质、安全的代言。但近几年,外资企业产品的神话正在一个个破灭,光是2005年以来,先有雀巢等外资食品巨头的品质危机,后来又是索尼、富士等一系列日系数码产品的显示屏问题,富士施乐事件则是一个最新的外资企业不讲诚信的典型案例。 All along, foreign-funded enterprises, especially some well-known multinational corporations, have always appeared in the minds of Chinese consumers with positive images such as standardization, reliability and honesty. Products provided by foreign-funded enterprises are almost always high-quality and safe endorsements. However, in recent years, the myths of foreign-funded products are being shattered one by one, just since 2005, Nestle and other foreign food giants quality crisis, and later is Sony, Fuji and a series of Japanese digital products display problems, Fuji Xerox is a case of the latest foreign-invested enterprises that do not speak good faith.