试论西方知名品牌在华广告传播
发布时间：2019-06-13 10:21
【摘要】： 20世纪90年代以来,伴随着各国日益频繁的经济文化交流与合作,以及中国的对外开放,西方的著名企业及其品牌纷纷进入我国,促进了我国经济的发展。西方品牌在华广告传播是当代中外经济文化交流与合作中的重要课题。本文拟对西方知名品牌在华广告传播进行全面深入的研究,从而揭示其规律性,为中国品牌的国际拓展提供有益的经验,也为促进中外经济合作提供有益的参考和借鉴。 西方知名品牌面对不同于西方文化与心理的中国文化与中国人心理,即中国文化的挑战,他们首先是周密的进行调查研究,然后综合运用哲学,广告学,心理学,文化学,传播学以及其他学科知识,将这些理论运用于实践,并在一定程度上取得了成功。本文第一章就品牌的跨文化广告传播的国内外研究现状做了一些梳理以得出本文研究的角度和方向;本文第二章针对西方知名品牌在华广告传播的策略做了一些理论上的归纳和总结;三、四、五章分别从文化学,心理学,传播学、符号学角度对西方知名品牌在华广告传播的成功经验作了一些探讨。采用的方法主要是文献分析、类比以及个案研究方法。当今社会,品牌比以往任何时候都受到了更大的重视。中国要成为真正的强国,没有具备全球影响力的国际品牌是不行的,那种只为他人做嫁衣的时代应该慢慢远去。品牌的树立离不开广告传播。中国大部分意欲开拓国际市场的品牌还缺乏在国际传播的成熟经验和切实有效的方法,本文试图为我国品牌的国际传播在理论和实践上作出一定贡献。
[Abstract]:Since the 1990s, with the increasingly frequent economic and cultural exchanges and cooperation among countries, as well as the opening up of China to the outside world, famous western enterprises and their brands have entered our country, which has promoted the economic development of our country. Advertising communication of western brands in China is an important topic in contemporary economic and cultural exchanges and cooperation between China and foreign countries. This paper intends to make a comprehensive and in-depth study on the advertising communication of western well-known brands in China, so as to reveal its regularity, provide useful experience for the international expansion of Chinese brands, and also provide useful reference and reference for promoting economic cooperation between China and foreign countries. In the face of the challenges of Chinese culture and Chinese psychology, that is, Chinese culture, which is different from western culture and psychology, western famous brands first conduct careful investigation and research, and then apply these theories to practice to a certain extent by using the knowledge of philosophy, advertising, psychology, culturology, communication and other disciplines. The first chapter of this paper combs the research status of brand cross-cultural advertising communication at home and abroad to get the angle and direction of this study; the second chapter summarizes and summarizes the advertising communication strategies of western famous brands in China theoretically; the third, fourth and fifth chapters discuss the successful experience of western well-known brands in China advertising communication from the perspective of culturology, psychology, communication and semiotics. The methods used are literature analysis, analogy and case study. In today's society, brands have received more attention than ever before. If China is to become a real power, it will not be possible without an international brand with global influence. The era of making wedding clothes for others should slowly go away. The establishment of brand can not be separated from advertising communication. Most of the brands in China who want to open up the international market still lack the mature experience and effective methods of international communication. This paper attempts to make some contributions to the international communication of Chinese brands in theory and practice.
【学位授予单位】：重庆大学
【学位级别】：硕士
【学位授予年份】：2008
【分类号】：F713.8
本文编号：2498460
[Abstract]:Since the 1990s, with the increasingly frequent economic and cultural exchanges and cooperation among countries, as well as the opening up of China to the outside world, famous western enterprises and their brands have entered our country, which has promoted the economic development of our country. Advertising communication of western brands in China is an important topic in contemporary economic and cultural exchanges and cooperation between China and foreign countries. This paper intends to make a comprehensive and in-depth study on the advertising communication of western well-known brands in China, so as to reveal its regularity, provide useful experience for the international expansion of Chinese brands, and also provide useful reference and reference for promoting economic cooperation between China and foreign countries. In the face of the challenges of Chinese culture and Chinese psychology, that is, Chinese culture, which is different from western culture and psychology, western famous brands first conduct careful investigation and research, and then apply these theories to practice to a certain extent by using the knowledge of philosophy, advertising, psychology, culturology, communication and other disciplines. The first chapter of this paper combs the research status of brand cross-cultural advertising communication at home and abroad to get the angle and direction of this study; the second chapter summarizes and summarizes the advertising communication strategies of western famous brands in China theoretically; the third, fourth and fifth chapters discuss the successful experience of western well-known brands in China advertising communication from the perspective of culturology, psychology, communication and semiotics. The methods used are literature analysis, analogy and case study. In today's society, brands have received more attention than ever before. If China is to become a real power, it will not be possible without an international brand with global influence. The era of making wedding clothes for others should slowly go away. The establishment of brand can not be separated from advertising communication. Most of the brands in China who want to open up the international market still lack the mature experience and effective methods of international communication. This paper attempts to make some contributions to the international communication of Chinese brands in theory and practice.
【学位授予单位】：重庆大学
【学位级别】：硕士
【学位授予年份】：2008
【分类号】：F713.8
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，本文编号：2498460
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