本文選題：國(guó)際品牌　切入點(diǎn)：跨文化傳播　出處：《新聞與傳播研究》2014年03期 　論文類(lèi)型：期刊論文

【摘要】：經(jīng)濟(jì)一體化和全球化趨勢(shì)的增強(qiáng)使得國(guó)際品牌的跨文化傳播活動(dòng)也日趨頻繁,只有深入探究國(guó)際品牌跨文化傳播過(guò)程中內(nèi)外部影響因素及其作用機(jī)制,才能提升其傳播的效果。本文通過(guò)深度訪(fǎng)談和文本分析,運(yùn)用扎根理論探尋國(guó)際品牌跨文化傳播過(guò)程中的影響因素,發(fā)現(xiàn)跨文化傳播意識(shí)、文化沖突的強(qiáng)度、文化融合的主動(dòng)性、消費(fèi)者認(rèn)知、不可控因素和文化選擇的前瞻性這6個(gè)主范疇對(duì)國(guó)際品牌跨文化傳播存在顯著影響,但其影響方式和作用路徑并不一致。本文通過(guò)分析它們之間典型的關(guān)系結(jié)構(gòu),提出了"意識(shí)-行為-理念"的作用機(jī)制模型。本文的研究能為國(guó)際品牌的跨文化傳播活動(dòng)提供一定的策略思路和建議。
[Abstract]:With the increasing of economic integration and globalization, the cross-cultural communication activities of international brands are becoming more and more frequent. Only by deeply exploring the internal and external factors and their mechanism in the process of cross-cultural communication of international brands, Through in-depth interviews and text analysis, this paper explores the influence factors in the process of cross-cultural communication of international brands by using the theory of taking root, and finds out the awareness of cross-cultural communication and the intensity of cultural conflict. The initiative of cultural integration, consumer cognition, uncontrollable factors and forward-looking cultural choices have significant effects on cross-cultural communication of international brands. However, its influence mode and action path are not the same. In this paper, we analyze the typical relationship structure between them. This paper puts forward the mechanism model of "consciousness, Behavioral and idea". The research in this paper can provide some strategic ideas and suggestions for the international brand's cross-cultural communication activities.
【作者單位】： 武漢大學(xué)新聞與傳播學(xué)院;中國(guó)計(jì)量學(xué)院藝術(shù)與傳播學(xué)院;
【基金】：國(guó)家社會(huì)科學(xué)基金重點(diǎn)項(xiàng)目“國(guó)家形象建構(gòu)與跨文化傳播的理論創(chuàng)新與路徑選擇研究”(批準(zhǔn)號(hào):12AXW006)的階段性成果
【分類(lèi)號(hào)】：G206-F

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本文編號(hào)：1631868