中國品牌跨文化廣告?zhèn)鞑パ芯?/H1>
發(fā)布時間：2019-07-05 17:45
【摘要】： 中國在改革開放后的二十多年中取得了長足發(fā)展,但從整個全球市場的角度看,卻處于明顯的劣勢地位。中國跨國公司品牌國際化正處于初級階段,其崛起需要一批全球性品牌�？上驳氖侵袊呀�(jīng)有了海爾、TCL、格蘭仕等跨國公司,開始展現(xiàn)在世界經(jīng)濟(jì)的舞臺上。但是,在與世界各國文化的傳播和交流中,由于各國各民族的地理位置、生活習(xí)慣、歷史積淀和價值觀念的不同,會產(chǎn)生文化的差異和矛盾,國內(nèi)的一些品牌,難以真正融入國外市場;被大多數(shù)國人認(rèn)可的優(yōu)秀廣告作品,連年參加國際廣告賽事中卻少有斬獲,同時我們又不得不面對的是可口可樂、麥當(dāng)勞、耐克等一系列國外品牌大舉占領(lǐng)國內(nèi)市場,以及其所代表的西方文化也大規(guī)模影響中國青少年思想等這樣一系列尷尬的現(xiàn)實。從這一角度來說,研究當(dāng)代中國品牌跨文化廣告?zhèn)鞑ブ械奈幕町惣皞鞑ゲ呗缘葐栴},對于更好地打破世界市場經(jīng)濟(jì)中的文化壁壘與壟斷,促進(jìn)中國企業(yè)品牌在世界經(jīng)濟(jì)中競爭地位的迅速提高,有著非常重要的現(xiàn)實意義。 全文以跨文化廣告?zhèn)鞑ダ碚摓榛A(chǔ),探討了跨文化廣告?zhèn)鞑サ膬?nèi)涵、特征和模式,并從微觀和宏觀兩個層面分析我國品牌跨文化廣告?zhèn)鞑サ默F(xiàn)狀、存在諸如廣告?zhèn)鞑ト狈诵膬r值、缺少國際知名度、營銷推廣手段單一等的問題,全面呈現(xiàn)出中國品牌跨文化廣告?zhèn)鞑ケ尘?為后文的策略分析找到了現(xiàn)實依據(jù)。中國跨國公司在很大程度上需要借鑒,世界巨型跨國品牌跨文化廣告?zhèn)鞑ピ谥袊袌龅牟呗?本文在典型廣告案例分析的基礎(chǔ)上系統(tǒng)總結(jié)了其策略(標(biāo)準(zhǔn)化、本土化、差異化策略)的運作基礎(chǔ)和具體手法,實現(xiàn)了理論與實踐的結(jié)合,并歸納了國外品牌對中國品牌跨文化廣告?zhèn)鞑サ膯⑹尽?在透視了國外品牌在中國市場的廣告策略之后,筆者在前人研究的基礎(chǔ)上,獨創(chuàng)性提煉出中國品牌跨文化廣告?zhèn)鞑ゲ呗?即從我國品牌擺脫自我參照標(biāo)準(zhǔn)策略著手,實施國際化廣告創(chuàng)意;標(biāo)準(zhǔn)化創(chuàng)意、本土化執(zhí)行;采取合適的訴求方式;挖掘文化共性等策略,對中國品牌跨文化廣告?zhèn)鞑ゾ哂鞋F(xiàn)實意義。
文內(nèi)圖片：
圖片說明：跨文化廣告?zhèn)鞑ツＪ綀D
[Abstract]:China has made great progress in the more than 20 years since the reform and opening up, but from the point of view of the whole global market, it is in an obvious inferior position. The internationalization of Chinese multinational corporations is in its infancy, and its rise requires a number of global brands. Fortunately, China already has multinational companies such as Haier and TCL, Glanz, which are beginning to show off on the stage of the world economy. However, in the dissemination and exchange with the cultures of all countries in the world, due to the different geographical position, living habits, historical accumulation and values of all ethnic groups in various countries, there will be cultural differences and contradictions, and it is difficult for some domestic brands to really integrate into the foreign market. The excellent advertising works recognized by most Chinese people have made little achievements in participating in international advertising events for years. At the same time, we have to face a series of embarrassing realities such as Coca-Cola, McDonald's, Nike and a series of foreign brands occupying the domestic market on a large scale, as well as the western culture it represents, which also affects the thinking of Chinese teenagers on a large scale. From this point of view, it is of great practical significance to study the cultural differences and communication strategies in the cross-cultural advertising communication of contemporary Chinese brands in order to better break down the cultural barriers and monopolies in the world market economy and promote the rapid improvement of the competitive position of Chinese enterprise brands in the world economy. Based on the theory of cross-cultural advertising communication, this paper discusses the connotation, characteristics and mode of cross-cultural advertising communication, and analyzes the present situation of cross-cultural advertising communication in China from the micro and macro levels. There are some problems, such as the lack of core value of advertising communication, the lack of international popularity, the single means of marketing promotion, and so on, which comprehensively presents the background of cross-cultural advertising communication of Chinese brands. It finds a realistic basis for the following strategic analysis. To a large extent, Chinese transnational corporations need to draw lessons from the strategy of the world's giant transnational brand cross-cultural advertising communication in the Chinese market. Based on the analysis of typical advertising cases, this paper systematically summarizes the operational basis and concrete techniques of its strategy (standardization, localization, differentiation strategy), realizes the combination of theory and practice, and sums up the enlightenment of foreign brands to the cross-cultural advertising communication of Chinese brands. After a perspective on the advertising strategy of foreign brands in the Chinese market, on the basis of previous studies, the author original abstracts the cross-cultural advertising communication strategy of Chinese brands: that is, starting from the strategy of getting rid of the self-reference standard strategy of Chinese brands, implementing international advertising creativity, standardizing creativity, implementing localization, adopting appropriate ways of appeal; The strategy of excavating cultural commonness is of practical significance to the cross-cultural advertising communication of Chinese brands.
【學(xué)位授予單位】：湖南大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2008
【分類號】：F713.8;F273.2
【引證文獻(xiàn)】
相關(guān)期刊論文 前1條
1 姜智彬;崔溟均;黃文鑫;;中韓跨文化廣告研究的比較分析[J];廣告大觀(理論版);2011年05期
，
本文編號：2510702
本文鏈接：http://sikaile.net/guanlilunwen/pinpaiwenhualunwen/2510702.html
文內(nèi)圖片：
圖片說明：跨文化廣告?zhèn)鞑ツＪ綀D
[Abstract]:China has made great progress in the more than 20 years since the reform and opening up, but from the point of view of the whole global market, it is in an obvious inferior position. The internationalization of Chinese multinational corporations is in its infancy, and its rise requires a number of global brands. Fortunately, China already has multinational companies such as Haier and TCL, Glanz, which are beginning to show off on the stage of the world economy. However, in the dissemination and exchange with the cultures of all countries in the world, due to the different geographical position, living habits, historical accumulation and values of all ethnic groups in various countries, there will be cultural differences and contradictions, and it is difficult for some domestic brands to really integrate into the foreign market. The excellent advertising works recognized by most Chinese people have made little achievements in participating in international advertising events for years. At the same time, we have to face a series of embarrassing realities such as Coca-Cola, McDonald's, Nike and a series of foreign brands occupying the domestic market on a large scale, as well as the western culture it represents, which also affects the thinking of Chinese teenagers on a large scale. From this point of view, it is of great practical significance to study the cultural differences and communication strategies in the cross-cultural advertising communication of contemporary Chinese brands in order to better break down the cultural barriers and monopolies in the world market economy and promote the rapid improvement of the competitive position of Chinese enterprise brands in the world economy. Based on the theory of cross-cultural advertising communication, this paper discusses the connotation, characteristics and mode of cross-cultural advertising communication, and analyzes the present situation of cross-cultural advertising communication in China from the micro and macro levels. There are some problems, such as the lack of core value of advertising communication, the lack of international popularity, the single means of marketing promotion, and so on, which comprehensively presents the background of cross-cultural advertising communication of Chinese brands. It finds a realistic basis for the following strategic analysis. To a large extent, Chinese transnational corporations need to draw lessons from the strategy of the world's giant transnational brand cross-cultural advertising communication in the Chinese market. Based on the analysis of typical advertising cases, this paper systematically summarizes the operational basis and concrete techniques of its strategy (standardization, localization, differentiation strategy), realizes the combination of theory and practice, and sums up the enlightenment of foreign brands to the cross-cultural advertising communication of Chinese brands. After a perspective on the advertising strategy of foreign brands in the Chinese market, on the basis of previous studies, the author original abstracts the cross-cultural advertising communication strategy of Chinese brands: that is, starting from the strategy of getting rid of the self-reference standard strategy of Chinese brands, implementing international advertising creativity, standardizing creativity, implementing localization, adopting appropriate ways of appeal; The strategy of excavating cultural commonness is of practical significance to the cross-cultural advertising communication of Chinese brands.
【學(xué)位授予單位】：湖南大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2008
【分類號】：F713.8;F273.2
【引證文獻(xiàn)】
相關(guān)期刊論文 前1條
1 姜智彬;崔溟均;黃文鑫;;中韓跨文化廣告研究的比較分析[J];廣告大觀(理論版);2011年05期
，本文編號：2510702
本文鏈接：http://sikaile.net/guanlilunwen/pinpaiwenhualunwen/2510702.html
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