隨著經(jīng)濟(jì)全球化進(jìn)程加快以及互聯(lián)網(wǎng)技術(shù)的迅速發(fā)展,世界各國之間的跨文化交流日益頻繁與活躍,而這種反映在商品市場上的跨文化交際活動(dòng),就成為了品牌的跨文化傳播。自改革開放以來,我國經(jīng)濟(jì)發(fā)展迅速,建立中國國際品牌的必要性日益突顯。但是面對復(fù)雜的世界文化環(huán)境,中國品牌在跨文化傳播過程中難免會(huì)因?yàn)閮r(jià)值觀、民族文化或信仰理念等方面的差異與東道國產(chǎn)生文化沖突,不利于我國品牌的長久持續(xù)發(fā)展。本文基于扎根理論的研究方法,選取“華為”,“小米”和“聯(lián)想”三個(gè)品牌作為研究對象,通過外國媒體新聞和海外社交軟件采集數(shù)據(jù),以此探究中國品牌跨文化傳播的內(nèi)外影響因素以及它們之間典型的關(guān)系結(jié)構(gòu),從而構(gòu)建影響因素及作用機(jī)制模型,并提出相應(yīng)的溝通策略。研究發(fā)現(xiàn):(1)經(jīng)過三級編碼共得到6個(gè)對中國品牌跨文化傳播存在顯著影響的主范疇,其中跨文化傳播意識(shí)、跨文化傳播行為的主動(dòng)性、跨文化傳播理念的前瞻性為內(nèi)部影響因素,文化沖突、消費(fèi)者認(rèn)知、不可控因素為外部影響因素。(2)通過分析它們之間關(guān)系提出了“意識(shí)-行為-理念”作用機(jī)制模型。其中意識(shí)是品牌跨文化傳播的內(nèi)因,并影響跨文化傳播行為;跨文化傳播行為可總結(jié)并形成理念,理念又對行為起指導(dǎo)...

【文章頁數(shù)】：82 頁

【學(xué)位級別】：碩士

【文章目錄】：
摘要
Abstract
Chapter 1 Introduction
    1.1 Research Background
    1.2 Purpose and Significance of the Research
    1.3 Structure of the Research
Chapter 2 Literature Review
    2.1 Previous Studies on Cross-cultural Communication
        2.1.1 Previous Studies on Cross-cultural Communication Abroad
        2.1.2 Previous Studies on Cross-cultural Communication at Home
    2.2 Previous Studies on Cross-cultural Communication of Brands
        2.2.1 Previous Studies on Cross-cultural Communication of Brands Abroad
        2.2.2 Previous Studies on Cross-cultural Communication of Brands at Home
Chapter 3 Theoretical Framework
    3.1 The Overview and Applicability of Grounded Theory
        3.1.1 The Overview of Grounded Theory
        3.1.2 The Applicability of Grounded Theory
    3.2 The Development of Grounded Theory
    3.3 The Framework Guide Mode of Grounded Theory
        3.3.1 Operating Steps of Grounded Theory
        3.3.2 The Guiding Principles of Grounded Theory
Chapter 4 Methodology
    4.1 Sampling Strategy
    4.2 Data Collection
    4.3 Data Analysis
        4.3.1 Open Coding
        4.3.2 Axial Coding
        4.3.3 Selective Coding
        4.3.4 Theoretical Saturation Test
Chapter 5 Results and Discussion
    5.1 Internal and External Influencing Factors
        5.1.1 Cross-cultural Communication Awareness
        5.1.2 The Initiative of Cross-cultural Communication Behavior
        5.1.3 Cultural Conflict
        5.1.4 Consumer Cognition
        5.1.5 Perspectiveness of Cross-cultural Communication Concept
        5.1.6 Uncontrollable Factors
    5.2 Influencing Factors and Interaction Mechanism Model
        5.2.1 The Overall Framework of the Conceptual Model
        5.2.2 The Influence of Cross-cultural Communication Awareness in “Awareness --behavior”
        5.2.3 The Relationships among Three Moderators in “Awareness -- behavior”
        5.2.4 The Relationships between Moderators in “Behavior -- concept”
    5.3 The Strategies of Cross-cultural Communication of Chinese Bands
        5.3.1 Avoiding Cultural Conflicts and Developing Localized Strategies
        5.3.2 Enhancing the Awareness of Cultural Choice and Giving Play to theEnterprises’ Initiative
        5.3.3 Paying Attention to Consumer Feedback and Grasping the CoreConnotation of the Brands
        5.3.4 Bewaring of Cultural Convergence
Chapter 6 Conclusion
    6.1 Major Findings
        6.1.1 Internal and External Influencing Factors
        6.1.2 Influencing Factors and Interaction Mechanism Model
        6.1.3 Cross-cultural Communication of Chinese Brands Strategies
    6.2 Innovations of the Research
    6.3 Limitations and Suggestions for Further Research
Appendix
References
ACKNOWLEDGEMENT



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