本文選題：品牌全球化 + 跨文化溝通　； 參考：《上海外國語大學》2009年碩士論文

【摘要】： 21世紀是品牌較量的世紀。隨著全球經(jīng)濟一體化進程的不斷加快，越來越多的跨國公司已將品牌拓展和管理提升到了戰(zhàn)略層面。雖然全球化的機遇使中國可以更容易地將本國產(chǎn)品推向世界市場，但是同時也面臨著國際強勢品牌的殘酷競爭。眾所周知，中國制造產(chǎn)品的競爭優(yōu)勢主要來自其成本優(yōu)勢，但是經(jīng)濟越發(fā)達，居民收入水平越高，決定競爭力的將是品牌優(yōu)勢。中國要改善出口現(xiàn)狀，就必須改變依賴國內(nèi)勞動力密集制造低價產(chǎn)品的優(yōu)勢以占據(jù)海外市場的局面，因此如何利用品牌溢價能力，打造享有良好聲譽的世界品牌便迫在眉睫。本文旨在從跨文化視角，探索中國如何利用有效的跨文化溝通，結(jié)合成功的跨文化營銷策略，走適合本國發(fā)展的國際品牌創(chuàng)建道路。 論文首先從研究中國缺乏真正的世界名牌的原因入手，提出除了產(chǎn)品和服務質(zhì)量等硬件因素以外，文化差異日益成為品牌國際化的重要障礙。此外，中國品牌要活躍于國際舞臺就要有豐富的文化內(nèi)涵作為血脈支撐，，使其永葆青春。文化因素在品牌創(chuàng)建過程中不容忽視。 接下來，論文重點分析了文化和品牌的關系以及文化品牌國際化過程中的沖突和影響要素，包括價值觀，風俗習慣，語言和符號標志，企業(yè)文化等四個方面，在分析的基礎上，論文進一步提出了如何在利用文化力的同時又能克服文化差異，制定適合目標市場的營銷策略，促進跨文化溝通，為國內(nèi)產(chǎn)品更好地進軍國際市場服務的文化戰(zhàn)略。 最后，論文通過案例分析，借鑒美國必勝客品牌國際化的成功經(jīng)驗，對比我國珍珠品牌難以“走出去”的啟示，總結(jié)經(jīng)驗教訓，以珍珠行業(yè)為例提出打造國際品牌的建議。 概括而言，論文的主要結(jié)論是：在國際上賦予品牌統(tǒng)一的文化內(nèi)涵和形象，即核心價值標準化；針對不同的目標市場制定本土化的宣傳策略，即營銷方案本土化。
[Abstract]:The 21st century is the century of brand competition. With the acceleration of the process of global economic integration, more and more multinational companies have promoted brand development and management to the strategic level. Although the opportunity of globalization makes it easier for China to push its products to the world market, it also faces the cruel competition of strong international brands. As we all know, the competitive advantage of Chinese manufactured products mainly comes from its cost advantage, but the more developed the economy, the higher the income level of residents, which will determine the competitiveness of brands. In order to improve China's export situation, it is necessary to change the advantage of relying on domestic labor force to manufacture low-cost products in order to occupy overseas market, so how to make use of brand premium ability to build a world brand with good reputation is urgent. The purpose of this paper is to explore how to use effective cross-cultural communication and successful cross-cultural marketing strategies to establish international brands suitable for the development of China from the perspective of cross-culture. This paper begins with the study of the reasons why China lacks a real world famous brand, and points out that in addition to hardware factors such as product and service quality, cultural differences are increasingly becoming an important obstacle to brand internationalization. In addition, if Chinese brands want to be active on the international stage, they must have rich cultural connotations as blood support to keep their youth forever. Cultural factors in the process of brand building should not be ignored. Then, the thesis analyzes the relationship between culture and brand, the conflict and influence factors in the process of cultural brand internationalization, including values, customs, language and symbol, corporate culture, etc. On the basis of the analysis, the thesis focuses on the relationship between culture and brand and the conflict and influence factors in the process of cultural brand internationalization. The paper further puts forward the cultural strategy of how to make use of cultural power and overcome cultural differences, formulate marketing strategies suitable for the target market, promote cross-cultural communication, and better serve domestic products in the international market. Finally, through the case analysis, the paper draws lessons from the successful experience of American Pizza Hut brand internationalization, compares the enlightenment of our country's pearl brand which is difficult to "go out", summarizes the experience and lessons, and puts forward some suggestions to build the international brand by taking the pearl industry as an example. To sum up, the main conclusions of this paper are as follows: giving the brand a unified cultural connotation and image in the world, that is, standardizing the core value, and formulating the local propaganda strategy for different target markets, that is, the localization of the marketing scheme.
【學位授予單位】：上海外國語大學
【學位級別】：碩士
【學位授予年份】：2009
【分類號】：F273.2

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