“桥梁人群”对中国品牌的跨文化传播的影响研究

发布时间：2018-05-30 03:26

本文选题：跨文化传播 + 在华外国人　；参考：《国际新闻界》2015年10期

【摘要】：本文采用深度访谈的研究方法,对80名在华外国人关于中国品牌的认知及对外传播做了深度访谈。访谈中发现,品牌跨文化传播是品牌与受众之间建立关系、传递意义的过程,在华外国人作为中国品牌跨文化传播的"桥梁人群"是化解隔阂的关键环节,他们接受中国文化背景下的品牌信息,转码后再面向国外受众传播,把"信息流"转换成"影响流",对国外受众的中国品牌认知起至关重要的重塑作用,是中国品牌跨文化传播中的"意见领袖"。在华外国人有着跨文化的身份,通过直接和间接的体验,了解东道国的文化,同时他们也没有抛弃既有的立场和观点,对于需要高度文化认同的东道国的品牌广告并不认可;他们以"真实、即时、交互的品牌体验"替代了"间接的、外在的、符号化的品牌体验"。
[Abstract]:In this paper, we conducted in-depth interviews with 80 foreigners in China on the cognition and communication of Chinese brands. It is found in the interview that brand cross-cultural communication is the process of establishing a relationship between the brand and the audience, and that foreigners in China, as the "bridge crowd" of brand cross-cultural communication in China, are the key link to resolve the estrangement. They accept brand information in the context of Chinese culture, then spread it to foreign audiences after transcoding, and transform "information flow" into "influence flow", which plays a vital role in reshaping the Chinese brand cognition of foreign audiences. Is the Chinese brand cross-cultural communication in the "opinion leader". Foreigners in China have cross-cultural identity, through direct and indirect experience, understand the culture of the host country, at the same time, they have not abandoned the existing positions and views, the need for a high degree of cultural identity of the host country brand advertising does not recognize; They replace the "indirect, external, symbolic brand experience" with "real, immediate, interactive brand experience."
【作者单位】：中国人民大学新闻学院;中国人民大学新闻与社会发展研究中心;
【基金】：国家社科基金项目“中国品牌跨文化传播战略研究”(项目编号:12BXW038)阶段性成果~~
【分类号】：G206

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