品牌全球化的跨文化研究

发布时间：2018-05-07 18:28

本文选题：品牌全球化 + 跨文化沟通　；参考：《上海外国语大学》2009年硕士论文

【摘要】： 21世纪是品牌较量的世纪。随着全球经济一体化进程的不断加快，越来越多的跨国公司已将品牌拓展和管理提升到了战略层面。虽然全球化的机遇使中国可以更容易地将本国产品推向世界市场，但是同时也面临着国际强势品牌的残酷竞争。众所周知，中国制造产品的竞争优势主要来自其成本优势，但是经济越发达，居民收入水平越高，决定竞争力的将是品牌优势。中国要改善出口现状，就必须改变依赖国内劳动力密集制造低价产品的优势以占据海外市场的局面，因此如何利用品牌溢价能力，打造享有良好声誉的世界品牌便迫在眉睫。本文旨在从跨文化视角，探索中国如何利用有效的跨文化沟通，结合成功的跨文化营销策略，走适合本国发展的国际品牌创建道路。论文首先从研究中国缺乏真正的世界名牌的原因入手，提出除了产品和服务质量等硬件因素以外，文化差异日益成为品牌国际化的重要障碍。此外，中国品牌要活跃于国际舞台就要有丰富的文化内涵作为血脉支撑，，使其永葆青春。文化因素在品牌创建过程中不容忽视。接下来，论文重点分析了文化和品牌的关系以及文化品牌国际化过程中的冲突和影响要素，包括价值观，风俗习惯，语言和符号标志，企业文化等四个方面，在分析的基础上，论文进一步提出了如何在利用文化力的同时又能克服文化差异，制定适合目标市场的营销策略，促进跨文化沟通，为国内产品更好地进军国际市场服务的文化战略。最后，论文通过案例分析，借鉴美国必胜客品牌国际化的成功经验，对比我国珍珠品牌难以“走出去”的启示，总结经验教训，以珍珠行业为例提出打造国际品牌的建议。概括而言，论文的主要结论是：在国际上赋予品牌统一的文化内涵和形象，即核心价值标准化；针对不同的目标市场制定本土化的宣传策略，即营销方案本土化。
[Abstract]:The 21st century is the century of brand competition. With the acceleration of the process of global economic integration, more and more multinational companies have promoted brand development and management to the strategic level. Although the opportunity of globalization makes it easier for China to push its products to the world market, it also faces the cruel competition of strong international brands. As we all know, the competitive advantage of Chinese manufactured products mainly comes from its cost advantage, but the more developed the economy, the higher the income level of residents, which will determine the competitiveness of brands. In order to improve China's export situation, it is necessary to change the advantage of relying on domestic labor force to manufacture low-cost products in order to occupy overseas market, so how to make use of brand premium ability to build a world brand with good reputation is urgent. The purpose of this paper is to explore how to use effective cross-cultural communication and successful cross-cultural marketing strategies to establish international brands suitable for the development of China from the perspective of cross-culture. This paper begins with the study of the reasons why China lacks a real world famous brand, and points out that in addition to hardware factors such as product and service quality, cultural differences are increasingly becoming an important obstacle to brand internationalization. In addition, if Chinese brands want to be active on the international stage, they must have rich cultural connotations as blood support to keep their youth forever. Cultural factors in the process of brand building should not be ignored. Then, the thesis analyzes the relationship between culture and brand, the conflict and influence factors in the process of cultural brand internationalization, including values, customs, language and symbol, corporate culture, etc. On the basis of the analysis, the thesis focuses on the relationship between culture and brand and the conflict and influence factors in the process of cultural brand internationalization. The paper further puts forward the cultural strategy of how to make use of cultural power and overcome cultural differences, formulate marketing strategies suitable for the target market, promote cross-cultural communication, and better serve domestic products in the international market. Finally, through the case analysis, the paper draws lessons from the successful experience of American Pizza Hut brand internationalization, compares the enlightenment of our country's pearl brand which is difficult to "go out", summarizes the experience and lessons, and puts forward some suggestions to build the international brand by taking the pearl industry as an example. To sum up, the main conclusions of this paper are as follows: giving the brand a unified cultural connotation and image in the world, that is, standardizing the core value, and formulating the local propaganda strategy for different target markets, that is, the localization of the marketing scheme.
【学位授予单位】：上海外国语大学
【学位级别】：硕士
【学位授予年份】：2009
【分类号】：F273.2

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