本文選題：中英文化 + 跨文化傳播　； 參考：《東北師范大學(xué)》2009年碩士論文

【摘要】： 中國(guó)改革開(kāi)放、加入WTO、申辦奧運(yùn)會(huì)……中國(guó)在大踏步走向和國(guó)際的接軌。在此期間,外資進(jìn)入的地域、數(shù)量和股權(quán)限制都被降低或取消,市場(chǎng)整體開(kāi)放氛圍和開(kāi)放強(qiáng)度都獲得了提高,外商投資領(lǐng)域也大幅增加。國(guó)際市場(chǎng)的競(jìng)爭(zhēng)本來(lái)就很激烈,很多國(guó)際知名品牌已經(jīng)完成了在中國(guó)的戰(zhàn)略布局,在這樣的情況下,可以預(yù)見(jiàn)中國(guó)品牌必將面臨強(qiáng)大的對(duì)手。對(duì)我國(guó)的品牌來(lái)說(shuō),面對(duì)這樣的局勢(shì),想爭(zhēng)奪市場(chǎng)份額必然要走出國(guó)門(mén),參與國(guó)際市場(chǎng)的競(jìng)爭(zhēng)。特別是對(duì)于那些已經(jīng)邁出國(guó)門(mén)的品牌來(lái)說(shuō),走品牌國(guó)際化戰(zhàn)略是勢(shì)在必行的。但由于長(zhǎng)期不注重品牌的推廣與宣傳,或者是宣傳方法不恰當(dāng),導(dǎo)致我國(guó)企業(yè)品牌知名度不高,嚴(yán)重地削弱了企業(yè)在國(guó)際上的競(jìng)爭(zhēng)力。中國(guó)企業(yè)要走向世界樹(shù)立品牌,除了提高產(chǎn)品和服務(wù)的品質(zhì)外,需要廣告?zhèn)鞑サ姆e極介入。所以,如何進(jìn)行品牌廣告的跨文化傳播是企業(yè)在進(jìn)行品牌國(guó)際化發(fā)展過(guò)程中不可忽視的問(wèn)題。當(dāng)企業(yè)進(jìn)行跨文化廣告?zhèn)鞑r(shí),面對(duì)的是與其自身文化差異巨大的文化。中外很多品牌跨文化沖突的案例,值得我們引以為戒。如何利用文化差異,提高跨文化廣告?zhèn)鞑サ男Ч?成為我國(guó)企業(yè)進(jìn)行國(guó)際營(yíng)銷時(shí)迫切需要解決的課題。 到目前為止,學(xué)術(shù)界對(duì)于此項(xiàng)課題的研究也收獲頗豐,但大多是針對(duì)中美或中外文化的差異進(jìn)行的宏觀研究,對(duì)中國(guó)與其他國(guó)家的比較研究還很少。筆者將利用留學(xué)英國(guó)的條件優(yōu)勢(shì),選取中英間品牌廣告的跨文化傳播作為研究對(duì)象,通過(guò)中英間的文化對(duì)比、中英文化對(duì)品牌廣告的影響、中英間品牌廣告的傳播對(duì)比以及大量案例,分析我國(guó)品牌在進(jìn)行跨文化傳播時(shí)所面臨的問(wèn)題,進(jìn)而尋求解決之道。 本文主要采取的研究方法有:內(nèi)容分析法、個(gè)案研究法、實(shí)地考察法、統(tǒng)計(jì)分析法和經(jīng)驗(yàn)總結(jié)法。本文主要選取中英跨文化廣告中比較有代表性的品牌,作為案例,進(jìn)行解析和對(duì)比。例如中國(guó)的海爾和聯(lián)想品牌,英國(guó)的立頓奶茶、芝華士、Burberry等……這些品牌在其跨文化推廣中都極具代表性,有行業(yè)中實(shí)現(xiàn)成功跨文化傳播的佼佼者,也有必須引以為戒的反面教材,都具有很高的研究?jī)r(jià)值。同時(shí),赴英留學(xué)的優(yōu)勢(shì)條件,也使我能夠完善對(duì)所選主題的實(shí)地考察,有利于筆者從中英間的文化差異入手,從側(cè)面實(shí)現(xiàn)對(duì)跨文化品牌廣告的研究,有一定的啟示作用。此外,通過(guò)對(duì)相關(guān)書(shū)籍和文獻(xiàn)資料的閱讀,使本人對(duì)品牌的跨文化傳播有了更加深入的認(rèn)識(shí),對(duì)論文的寫(xiě)作有很大的幫助作用。
[Abstract]:China's reform and opening up, China's accession to the WTO, bid for the Olympic Games. China is making great strides towards the international level. During this period, the territory, quantity and equity restriction of foreign capital have been reduced or abolished, the overall open atmosphere and intensity of the market have been improved, and the foreign investment field has also increased significantly. The international market competition is already very intense, many international well-known brands have completed the strategic layout in China, in such circumstances, it can be predicted that Chinese brands will face strong competitors. In the face of this situation, Chinese brands must go abroad to compete for market share and participate in the international market competition. Especially for those brands that have already stepped out of the country, it is imperative to take the brand internationalization strategy. However, due to long-term neglect of brand promotion and publicity, or inappropriate propaganda methods, the brand awareness of Chinese enterprises is not high, which seriously weakens the competitiveness of enterprises in the international market. In order to establish brand in the world, Chinese enterprises need the active intervention of advertising in addition to improving the quality of products and services. Therefore, how to carry on brand advertisement cross-cultural communication is a problem that can not be ignored in the process of brand internationalization development. When the enterprise carries on the cross-cultural advertisement dissemination, it faces the culture which is different from its own culture. Many Chinese and foreign brands cross-cultural conflict cases, it is worth our warning. How to make use of cultural differences and improve the effect of cross-cultural advertising communication has become an urgent problem for Chinese enterprises to solve when they carry out international marketing. So far, the academic research on this subject is also quite fruitful, but most of them are macro studies on the differences between Chinese and American or Chinese and foreign cultures, and there are few comparative studies on China and other countries. The author will make use of the advantage of studying abroad in Britain to choose the cross-cultural communication of brand advertising between China and Britain as the research object, and through the cultural contrast between China and Britain, the influence of Chinese and English culture on brand advertising will be studied. The comparison between Chinese and English brand advertising and a large number of cases are carried out to analyze the problems faced by Chinese brands in cross-cultural communication and to seek solutions. The main research methods adopted in this paper are: content analysis, case study, field investigation, statistical analysis and experience summary. This article mainly selects the Chinese and English cross-cultural advertising more representative brand, as the case, carries on the analysis and the contrast. For example, China's Haier and Lenovo brands, Britain's Lipton milk tea, Chivas Burberry and so on. These brands are very representative in their cross-cultural promotion, there are outstanding people in the industry to achieve successful cross-cultural communication, but also must learn from the negative teaching materials, all of them have a high research value. At the same time, the advantages of studying in the UK also enable me to perfect the field investigation of the selected theme, which is helpful for the author to start with the cultural differences between China and Britain, and to realize the research of cross-cultural brand advertising from the side, which has certain enlightenments. In addition, through the reading of relevant books and literature, I have a deeper understanding of cross-cultural communication of the brand, which is of great help to the writing of the thesis.
【學(xué)位授予單位】：東北師范大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2009
【分類號(hào)】：F713.8;F273.2;G206

【參考文獻(xiàn)】

相關(guān)期刊論文 前5條

1 霍志堅(jiān),夏盼;廣告跨國(guó)傳播中的文化對(duì)話與沖突[J];當(dāng)代傳播;2005年04期

2 謝明;文化差異對(duì)國(guó)際傳播的影響[J];當(dāng)代傳播;2002年05期

3 李熙;劉煒;李莉;;跨文化廣告?zhèn)鞑ブ袕V告人員的跨文化培訓(xùn)[J];商場(chǎng)現(xiàn)代化;2007年05期

4 李正良;李玉平;;試論中國(guó)品牌的跨文化廣告?zhèn)鞑ゲ呗訹J];武漢職業(yè)技術(shù)學(xué)院學(xué)報(bào);2006年05期

5 葉敏;王華瑩;;文化差異對(duì)跨文化廣告?zhèn)鞑サ挠绊懠皢⑹綶J];統(tǒng)計(jì)與決策;2005年24期

相關(guān)碩士學(xué)位論文 前1條

1 蔡春影;跨國(guó)公司中國(guó)市場(chǎng)廣告的跨文化傳播策略研究[D];暨南大學(xué);2002年

，

本文編號(hào)：1774902