互聯(lián)網(wǎng)在世界范圍的迅速發(fā)展和普及,促進了各國人們之間的交流,推動了電子商務(wù)的發(fā)展,使越來越多的企業(yè)參與到全球網(wǎng)絡(luò)營銷活動中。面對語言和文化背景各不相同的各國目標(biāo)顧客群,網(wǎng)絡(luò)營銷公司要取得成功,關(guān)鍵在于設(shè)計出能吸引更多顧客,并與顧客建立信任和忠誠的網(wǎng)站。這要求在了解不同目標(biāo)顧客的文化價值觀、思維和習(xí)慣的基礎(chǔ)上,把整個網(wǎng)站內(nèi)容與目標(biāo)群體的語言文化緊密地結(jié)合起來,所以需要廣泛深入地進行關(guān)于跨文化網(wǎng)站方面的研究。然而,國內(nèi)有關(guān)該領(lǐng)域的學(xué)術(shù)研究還相對滯后。 為了彌補理論研究在這一領(lǐng)域方面的欠缺,并為我國全球網(wǎng)絡(luò)營銷者和網(wǎng)站設(shè)計者提供一些借鑒和啟示,本文從跨文化的角度對中美公司網(wǎng)站進行了探討。本文以Hofstede的個人主義——集體主義、權(quán)力距離維度以及Hall的高低語境文化和與之相關(guān)聯(lián)整合的美國學(xué)者Nitish Singh的跨文化網(wǎng)站分析模式為理論基礎(chǔ),這三個理論構(gòu)建了度量和檢驗反應(yīng)在公司網(wǎng)站的文化價值觀差異的框架結(jié)構(gòu)。本研究采用內(nèi)容分析法對財富500強中40家美國公司網(wǎng)站和全球華人名牌網(wǎng)華商500強中的40家中國公司網(wǎng)站進行了分析。 通過內(nèi)容比較分析發(fā)現(xiàn)中美公司網(wǎng)站在強調(diào)公司的社會責(zé)任、公司行...

【文章頁數(shù)】：74 頁

【學(xué)位級別】：碩士

【文章目錄】：
摘要 Abstract Contents Chapter 1 Introduction
1.1 General Statement
1.2 Rationale of the Present Study
1.3 Objectives and Focus of the Present Study
1.4 Significance of the Present Study
1.5 Organization of the Present Study Chapter 2 Literature review
2.1 The Internet, Websites and International Marketing
    2.1.1 Website as a Marketing Communication Channel
    2.1.2 Global E-Commerce Development
    2.1.3 Challenges for International Marketers
2.2 Culture and Frameworks for Understanding Cultural Differences
    2.2.1 The Definitions of Culture
    2.2.2 Cultural Frameworks
2.3 Culture and Its Influence on Company Websites
2.4 Previous Cross-cultural Researches Using Cultural Values to Study Website
2.5 Nitish Singh's cross-cultural studies on websites
    2.5.1 Nitish Singh's Major Researches Relevant to the Present Study
2.6 Comments on the previous cross-cultural studies on websites Chapter 3 Analytical Framework for Evaluating Cultural Values on Reflected on Websites
3.1 General Statement
3.2 Reasons for Choosing Hofstede's Dimensions and Hall's High- & Low-context Cultures
3.3 Nitish Singh's Cultural Category Framework for Analyzing Website Chapter 4 Hypotheses and Methodology
4.1 General statement
4.2 Hypotheses
    4.2.1 Collectivism vs. Individualism
    4.2.2 Power Distance
    4.2.3 High-context Culture vs. Low-context Culture
4.3 Methodology
    4.3.1 Content analysis
    4.3.2 Country Selection
    4.3.3 Sample Selection
    4.3.4 Coding
    4.3.5 Statistical analysis Chapter 5 Results of the Research
5.1 Results of the Research
    5.1.1 Collectivism
    5.1.2 Individualism
    5.1.3 Power Distance
    5.1.4 High-Context Cultures
    5.1.5 Low-Context Cultures Chapter 6 Discussion
6.1 General Statement
6.2 Similarities on the Chinese and the American Company Websites
    6.2.1 Collectivism
    6.2.2 Power Distance
    6.2.3 Low-context culture
6.3 Differences on Chinese and American Company Websites
    6.3.1 Collectivism
    6.3.2 Individualism
    6.3.3 Power distance
    6.3.4 High-context culture
    6.3.5 Low-context culture Chapter 7 Implications and Limitations
7.1 Implication to International Marketers
7.2 Guidelines for Developing Websites for Chinese and American Customers
7.3 Limitation and Suggestions for Future Research Bibliography Acknowledgements Appendix 在學(xué)期間的研究成果及發(fā)表的學(xué)術(shù)論文



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