对于在新兴市场或发展中国家提升中国产品的海外形象，创新和企业社会责任哪个更为重要？本文基于来自中亚六国的海外消费者的302份调查问卷数据，通过使用多重中介模型，对提升中国产品海外形象的主要路径和策略重点进行了经验分析。结果表明，消费者定位与中国产品海外形象正相关；基于技术的创新和基于市场的创新是中国企业提升在发展中国家产品形象的重要中介；消费者感知的企业社会责任对提升中国产品在发展中国家的形象也具有显著的中介效应。进一步研究显示，基于技术的创新、基于市场的创新和消费者感知的企业社会责任，对于提升中国产品在发展中国家的海外形象具有同等的重要作用，这一结论与其他地区创新优于企业社会责任的战术重点形成反差。研究结果对于中国产品在发展中国家实施“走出去”战略具有重要借鉴意义和参考价值。

In order to improve overseas image of Chinese products in developing countries, stimulate innovation or tag on corporate social responsibility, which one is more important? This empirical study, based on a survey from six countries in central Asian and 302 foreign consumers, examines the primary path and strategic move to improve Chinese products’ image using multiple mediator models. We found that overseas image of Chinese products was significantly associated with consumer orientation in Central Asian. In addition, technology-based innovation and market-based innovation partial mediated the relationships between consumer orientation and overseas product image. Furthermore, perceived corporate social responsibility was also an important specific mediator between them. We also found that these three mediators had the same important role in improving image of Chinese products in developing countries, which was different from conclusion that innovation was prior to corporate social responsibility in other regions. It illustrates a direct and important strategic and practical significance for implementing "go global" strategies in developing countries.