試論西方知名品牌在華廣告?zhèn)鞑?/H1>
發(fā)布時(shí)間：2019-06-13 10:21
【摘要】： 20世紀(jì)90年代以來(lái),伴隨著各國(guó)日益頻繁的經(jīng)濟(jì)文化交流與合作,以及中國(guó)的對(duì)外開(kāi)放,西方的著名企業(yè)及其品牌紛紛進(jìn)入我國(guó),促進(jìn)了我國(guó)經(jīng)濟(jì)的發(fā)展。西方品牌在華廣告?zhèn)鞑ナ钱?dāng)代中外經(jīng)濟(jì)文化交流與合作中的重要課題。本文擬對(duì)西方知名品牌在華廣告?zhèn)鞑ミM(jìn)行全面深入的研究,從而揭示其規(guī)律性,為中國(guó)品牌的國(guó)際拓展提供有益的經(jīng)驗(yàn),也為促進(jìn)中外經(jīng)濟(jì)合作提供有益的參考和借鑒。 西方知名品牌面對(duì)不同于西方文化與心理的中國(guó)文化與中國(guó)人心理,即中國(guó)文化的挑戰(zhàn),他們首先是周密的進(jìn)行調(diào)查研究,然后綜合運(yùn)用哲學(xué),廣告學(xué),心理學(xué),文化學(xué),傳播學(xué)以及其他學(xué)科知識(shí),將這些理論運(yùn)用于實(shí)踐,并在一定程度上取得了成功。本文第一章就品牌的跨文化廣告?zhèn)鞑サ膰?guó)內(nèi)外研究現(xiàn)狀做了一些梳理以得出本文研究的角度和方向;本文第二章針對(duì)西方知名品牌在華廣告?zhèn)鞑サ牟呗宰隽艘恍├碚撋系臍w納和總結(jié);三、四、五章分別從文化學(xué),心理學(xué),傳播學(xué)、符號(hào)學(xué)角度對(duì)西方知名品牌在華廣告?zhèn)鞑サ某晒?jīng)驗(yàn)作了一些探討。采用的方法主要是文獻(xiàn)分析、類比以及個(gè)案研究方法。當(dāng)今社會(huì),品牌比以往任何時(shí)候都受到了更大的重視。中國(guó)要成為真正的強(qiáng)國(guó),沒(méi)有具備全球影響力的國(guó)際品牌是不行的,那種只為他人做嫁衣的時(shí)代應(yīng)該慢慢遠(yuǎn)去。品牌的樹(shù)立離不開(kāi)廣告?zhèn)鞑�。中�?guó)大部分意欲開(kāi)拓國(guó)際市場(chǎng)的品牌還缺乏在國(guó)際傳播的成熟經(jīng)驗(yàn)和切實(shí)有效的方法,本文試圖為我國(guó)品牌的國(guó)際傳播在理論和實(shí)踐上作出一定貢獻(xiàn)。
[Abstract]:Since the 1990s, with the increasingly frequent economic and cultural exchanges and cooperation among countries, as well as the opening up of China to the outside world, famous western enterprises and their brands have entered our country, which has promoted the economic development of our country. Advertising communication of western brands in China is an important topic in contemporary economic and cultural exchanges and cooperation between China and foreign countries. This paper intends to make a comprehensive and in-depth study on the advertising communication of western well-known brands in China, so as to reveal its regularity, provide useful experience for the international expansion of Chinese brands, and also provide useful reference and reference for promoting economic cooperation between China and foreign countries. In the face of the challenges of Chinese culture and Chinese psychology, that is, Chinese culture, which is different from western culture and psychology, western famous brands first conduct careful investigation and research, and then apply these theories to practice to a certain extent by using the knowledge of philosophy, advertising, psychology, culturology, communication and other disciplines. The first chapter of this paper combs the research status of brand cross-cultural advertising communication at home and abroad to get the angle and direction of this study; the second chapter summarizes and summarizes the advertising communication strategies of western famous brands in China theoretically; the third, fourth and fifth chapters discuss the successful experience of western well-known brands in China advertising communication from the perspective of culturology, psychology, communication and semiotics. The methods used are literature analysis, analogy and case study. In today's society, brands have received more attention than ever before. If China is to become a real power, it will not be possible without an international brand with global influence. The era of making wedding clothes for others should slowly go away. The establishment of brand can not be separated from advertising communication. Most of the brands in China who want to open up the international market still lack the mature experience and effective methods of international communication. This paper attempts to make some contributions to the international communication of Chinese brands in theory and practice.
【學(xué)位授予單位】：重慶大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2008
【分類號(hào)】：F713.8
【參考文獻(xiàn)】
相關(guān)期刊論文 前6條
1 陳希;試論跨文化營(yíng)銷中的文化沖突[J];商業(yè)研究;1999年06期
2 韓震;民族傳統(tǒng)與文化創(chuàng)新之我見(jiàn)[J];江海學(xué)刊;1999年02期
3 李海廷;;品牌國(guó)際化過(guò)程中的文化定位模式分析[J];江蘇商論;2006年01期
4 曹垣;;關(guān)于品牌文化構(gòu)建的幾點(diǎn)思考[J];江蘇商論;2006年03期
5 劉昕遠(yuǎn);曲桐鳳;;廣告跨文化傳播禁忌淺談[J];商場(chǎng)現(xiàn)代化;2006年15期
6 杜曉君;企業(yè)跨國(guó)經(jīng)營(yíng)進(jìn)入策略[J];中國(guó)軟科學(xué);2000年04期
，
本文編號(hào)：2498460
本文鏈接：http://sikaile.net/guanlilunwen/pinpaiwenhualunwen/2498460.html
[Abstract]:Since the 1990s, with the increasingly frequent economic and cultural exchanges and cooperation among countries, as well as the opening up of China to the outside world, famous western enterprises and their brands have entered our country, which has promoted the economic development of our country. Advertising communication of western brands in China is an important topic in contemporary economic and cultural exchanges and cooperation between China and foreign countries. This paper intends to make a comprehensive and in-depth study on the advertising communication of western well-known brands in China, so as to reveal its regularity, provide useful experience for the international expansion of Chinese brands, and also provide useful reference and reference for promoting economic cooperation between China and foreign countries. In the face of the challenges of Chinese culture and Chinese psychology, that is, Chinese culture, which is different from western culture and psychology, western famous brands first conduct careful investigation and research, and then apply these theories to practice to a certain extent by using the knowledge of philosophy, advertising, psychology, culturology, communication and other disciplines. The first chapter of this paper combs the research status of brand cross-cultural advertising communication at home and abroad to get the angle and direction of this study; the second chapter summarizes and summarizes the advertising communication strategies of western famous brands in China theoretically; the third, fourth and fifth chapters discuss the successful experience of western well-known brands in China advertising communication from the perspective of culturology, psychology, communication and semiotics. The methods used are literature analysis, analogy and case study. In today's society, brands have received more attention than ever before. If China is to become a real power, it will not be possible without an international brand with global influence. The era of making wedding clothes for others should slowly go away. The establishment of brand can not be separated from advertising communication. Most of the brands in China who want to open up the international market still lack the mature experience and effective methods of international communication. This paper attempts to make some contributions to the international communication of Chinese brands in theory and practice.
【學(xué)位授予單位】：重慶大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2008
【分類號(hào)】：F713.8
【參考文獻(xiàn)】
相關(guān)期刊論文 前6條
1 陳希;試論跨文化營(yíng)銷中的文化沖突[J];商業(yè)研究;1999年06期
2 韓震;民族傳統(tǒng)與文化創(chuàng)新之我見(jiàn)[J];江海學(xué)刊;1999年02期
3 李海廷;;品牌國(guó)際化過(guò)程中的文化定位模式分析[J];江蘇商論;2006年01期
4 曹垣;;關(guān)于品牌文化構(gòu)建的幾點(diǎn)思考[J];江蘇商論;2006年03期
5 劉昕遠(yuǎn);曲桐鳳;;廣告跨文化傳播禁忌淺談[J];商場(chǎng)現(xiàn)代化;2006年15期
6 杜曉君;企業(yè)跨國(guó)經(jīng)營(yíng)進(jìn)入策略[J];中國(guó)軟科學(xué);2000年04期
，本文編號(hào)：2498460
本文鏈接：http://sikaile.net/guanlilunwen/pinpaiwenhualunwen/2498460.html
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