基于文化类型的中国零售企业海外市场品牌塑造研究

发布时间：2018-08-31 08:08

【摘要】： 国际化经营是经济全球化的基础,零售企业品牌全球化随着全球经济一体化发展越来越受到关注。与此同时,随着中国经济的高速发展和零售市场的全面开放,中国零售企业开始国际化经营,海外市场营销问题已成为造就中国跨国零售企业的重要课题,而海外市场品牌塑造更是其中的关键问题。随着跨国公司品牌全球化范围的扩大和程度的加深,理论界和企业界的人士发现文化差异及其敏感性成了制约品牌塑造的重要因素之一。因此,零售企业海外市场品牌塑造,即是在不同文化下塑造零售企业品牌。这不仅成了零售企业高度关注的问题,而且也成了值得探索的理论问题。本研究以中国零售企业为对象,以塑造中国零售企业品牌为目标,从不同文化角度研究中国零售企业海外市场品牌塑造的策略。首先对有关零售企业海外市场品牌塑造的文献进行回顾和整理,并对这些研究存在的局限性进行评述和总结。其次从中国零售企业海外市场品牌塑造的现状入手,分析了中国零售企业海外市场品牌塑造的有利条件和障碍。再次分析了影响零售企业海外市场品牌塑造的核心因素——文化因素。从文化与零售品牌塑造的关系研究入手,指出文化对品牌塑造的影响是全方面的,文化影响到零售品牌塑造的各个层次。因此,零售企业在海外场塑造品牌时必须对文化环境做深入分析,本研究在前人研究的基础上,将世界文化分为东方文化、西方文化和中东文化,为零售企业海外市场品牌塑造的文化分析提供参考。然后,以美国的沃尔玛和法国的家乐福为例,通过比较在不同文化下塑造品牌的成功与失败经验,及在相同文化下塑造品牌的成功与失败经验,为我国零售企业海外市场品牌塑造提供启示。最后,在前文文化分析的基础上,借鉴国际知名零售企业品牌塑造的经验,从不同文化角度,提出了我国零售企业海外市场的品牌进入策略及塑造策略,为我国零售企业海外市场的品牌塑造提供指导。
[Abstract]:International management is the foundation of economic globalization, and brand globalization of retail enterprises has been paid more and more attention with the development of global economic integration. At the same time, with the rapid development of China's economy and the overall opening of the retail market, Chinese retail enterprises have begun to operate internationally, and the issue of overseas marketing has become an important issue for bringing up Chinese transnational retail enterprises. The overseas market brand shaping is one of the key issues. With the expansion and deepening of the scope and degree of globalization of multinational corporations, people in theory and business circles have found that cultural differences and their sensitivities have become one of the important factors restricting brand shaping. Therefore, the retail enterprise overseas market brand shaping, namely under the different culture molds the retail enterprise brand. This has not only become a high-level concern for retail enterprises, but also become a theoretical issue worth exploring. This research takes Chinese retail enterprises as the object and aims at shaping the Chinese retail enterprises' brand, and studies the strategy of Chinese retail enterprises' overseas market brand shaping from different cultural angles. Firstly, the literature on brand shaping in overseas markets of retail enterprises is reviewed, and the limitations of these studies are reviewed and summarized. Secondly, it analyzes the favorable conditions and obstacles of the overseas market brand shaping of Chinese retail enterprises from the current situation of overseas market brand shaping of Chinese retail enterprises. Thirdly, the paper analyzes the core factor that influences the brand shaping of overseas market-culture factor. Based on the study of the relationship between culture and retail brand shaping, it is pointed out that the influence of culture on brand shaping is all-sided, and culture affects all levels of retail brand shaping. Therefore, the retail enterprises must make an in-depth analysis of the cultural environment when shaping their brands in overseas markets. On the basis of previous studies, the world culture is divided into oriental culture, western culture and Middle Eastern culture. This paper provides a reference for the cultural analysis of brand shaping in overseas markets of retail enterprises. Then, taking Walmart in the United States and Carrefour in France as an example, by comparing the experiences of success and failure in different cultures and in the same culture, For our country retail enterprise overseas market brand mold provides the enlightenment. Finally, on the basis of the previous cultural analysis, using the experience of international famous retail enterprises for reference, and from different cultural angles, this paper puts forward the brand entry strategy and molding strategy of overseas market of Chinese retail enterprises. To provide guidance for the brand shaping of Chinese retail enterprises in overseas markets.
【学位授予单位】：广东工业大学
【学位级别】：硕士
【学位授予年份】：2008
【分类号】：F273.2;F721

【引证文献】