本文選題：跨文化理論 + 品牌推廣　； 參考：《江南大學(xué)》2006年碩士論文

【摘要】： 在市場競爭愈演愈烈的今天,由于技術(shù)的進步和產(chǎn)品同質(zhì)化的高度發(fā)展,文化已經(jīng)成為品牌競爭的關(guān)鍵因素。無論是本土企業(yè)還是跨國公司,都希望通過實現(xiàn)品牌的文化推廣,去贏得消費者和社會公眾對產(chǎn)品及企業(yè)的認同感、親和力,以及文化認同。因此,如何正確地實現(xiàn)品牌文化推廣,理解中國消費文化中的傳統(tǒng)文化價值觀,是本文要解決的問題。 論文主要從介紹國際著名跨文化學(xué)者霍夫斯塔德的文化價值層面理論,以及品牌文化推廣的相關(guān)概念入手,并在產(chǎn)品設(shè)計、包裝、品牌定位、廣告宣傳等各方面,分析比較國際品牌和本土品牌的文化推廣策略,提出跨文化理論導(dǎo)入品牌文化推廣的具體實施,為本土品牌樹立民族品牌形象,提升品牌文化競爭力提供參考。而將霍氏文化價值層面理論導(dǎo)入品牌文化推廣研究,從其理論的五個維度分析品牌文化推廣策略,是品牌研究領(lǐng)域的一個新亮點,對霍氏跨文化理論的應(yīng)用也是一個新領(lǐng)域。這也正是本文的創(chuàng)新點所在。 論文的實證研究以TCL手機品牌作為個案分析,根據(jù)理論導(dǎo)入和案例分析的結(jié)果,以霍氏理論的五個維度為基礎(chǔ)自主設(shè)計TCL手機品牌消費心理調(diào)查問卷,并在無錫江南大學(xué)和鎮(zhèn)江江蘇大學(xué)進行大學(xué)生消費心理調(diào)查,對TCL品牌進行跨文化心理評價。最后根據(jù)TCL手機的心理評價結(jié)果,分析其優(yōu)劣勢,為其提出一套針對大學(xué)生消費人群的手機品牌跨文化推廣策略,該實證研究結(jié)果也將對更廣泛的青年消費人群的品牌跨文化推廣策略制定起到重要的參考作用。而根據(jù)本文研究結(jié)果,采用同樣的跨文化理論導(dǎo)入操作,設(shè)計其他消費群體的心理調(diào)查問卷,將大大有助于TCL手機品牌整體文化競爭力的提升。對其他手機品牌,或其他產(chǎn)品品牌,跨文化理論導(dǎo)入品牌文化推廣的操作研究也同樣行之有效。 本課題研究的結(jié)果雖然由于調(diào)研的局限性而不具備普遍性,但卻是將跨文化理論應(yīng)用于品牌文化推廣的一次嘗試,為后續(xù)研究提供了可能性。
[Abstract]:In today's increasingly competitive market, culture has become the key factor of brand competition due to the development of technology and product homogeneity. Both local and multinational companies hope to win the identity, affinity, and cultural identity of consumers and the public to products and enterprises through the promotion of brand culture. Therefore, how to correctly promote brand culture and understand the traditional cultural values in Chinese consumption culture is the problem to be solved in this paper. This paper mainly introduces Hofstad's theory of cultural value, and the related concepts of brand culture promotion, including product design, packaging, brand positioning, advertising and so on. This paper analyzes and compares the cultural promotion strategies of international brand and local brand, and puts forward the concrete implementation of introducing cross-cultural theory into brand culture promotion, so as to provide reference for local brand to set up national brand image and enhance brand cultural competitiveness. It is a new bright spot in the field of brand research to introduce the theory of Huo's cultural value level into brand culture promotion research and analyze brand culture promotion strategy from five dimensions of its theory, and it is also a new field for the application of Hawkes' cross-cultural theory. This is the innovation of this paper. The empirical study takes TCL mobile phone brand as a case study, according to the results of theoretical introduction and case analysis, based on the five dimensions of Hawkes theory, we design the TCL mobile phone brand consumer psychology questionnaire. In Wuxi Jiangnan University and Zhenjiang Jiangsu University, the consumption psychology of college students was investigated, and the cross-cultural psychological evaluation of TCL brand was carried out. Finally, according to the psychological evaluation results of TCL mobile phone, this paper analyzes its advantages and disadvantages, and puts forward a set of cross-cultural promotion strategy of mobile phone brand for college students. The results of this empirical study will also play an important role in the formulation of cross-cultural brand promotion strategies for a wider range of young consumers. According to the results of this study, using the same cross-cultural theory to introduce the operation, design other consumer groups psychological questionnaire, will greatly contribute to the promotion of the overall cultural competitiveness of TCL mobile phone brand. For other mobile phone brands, or other product brands, cross-cultural theory into brand culture promotion is also effective. Although the results of this study are not universal due to the limitations of research, it is an attempt to apply cross-cultural theory to brand culture promotion, which provides the possibility for further research.
【學(xué)位授予單位】：江南大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2006
【分類號】：F713.5

【引證文獻】

相關(guān)期刊論文 前1條

1 王紅英;張君麗;;從手機行業(yè)市場看品牌文化的魅力[J];商場現(xiàn)代化;2008年36期

相關(guān)碩士學(xué)位論文 前2條

1 周建;自我價值定向理論導(dǎo)向大學(xué)生3G手機心理評價研究[D];江南大學(xué);2011年

2 何璇;聯(lián)想品牌文化營銷傳播研究[D];武漢理工大學(xué);2012年

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本文編號：1778622