国际品牌跨文化传播的影响因素模型与提升路径——一项基于扎根理论的探索性研究

发布时间：2018-03-18 23:36

本文选题：国际品牌　切入点：跨文化传播　出处：《新闻与传播研究》2014年03期 　论文类型：期刊论文

【摘要】：经济一体化和全球化趋势的增强使得国际品牌的跨文化传播活动也日趋频繁,只有深入探究国际品牌跨文化传播过程中内外部影响因素及其作用机制,才能提升其传播的效果。本文通过深度访谈和文本分析,运用扎根理论探寻国际品牌跨文化传播过程中的影响因素,发现跨文化传播意识、文化冲突的强度、文化融合的主动性、消费者认知、不可控因素和文化选择的前瞻性这6个主范畴对国际品牌跨文化传播存在显著影响,但其影响方式和作用路径并不一致。本文通过分析它们之间典型的关系结构,提出了"意识-行为-理念"的作用机制模型。本文的研究能为国际品牌的跨文化传播活动提供一定的策略思路和建议。
[Abstract]:With the increasing of economic integration and globalization, the cross-cultural communication activities of international brands are becoming more and more frequent. Only by deeply exploring the internal and external factors and their mechanism in the process of cross-cultural communication of international brands, Through in-depth interviews and text analysis, this paper explores the influence factors in the process of cross-cultural communication of international brands by using the theory of taking root, and finds out the awareness of cross-cultural communication and the intensity of cultural conflict. The initiative of cultural integration, consumer cognition, uncontrollable factors and forward-looking cultural choices have significant effects on cross-cultural communication of international brands. However, its influence mode and action path are not the same. In this paper, we analyze the typical relationship structure between them. This paper puts forward the mechanism model of "consciousness, Behavioral and idea". The research in this paper can provide some strategic ideas and suggestions for the international brand's cross-cultural communication activities.
【作者单位】：武汉大学新闻与传播学院;中国计量学院艺术与传播学院;
【基金】：国家社会科学基金重点项目“国家形象建构与跨文化传播的理论创新与路径选择研究”(批准号:12AXW006)的阶段性成果
【分类号】：G206-F

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