中国品牌跨文化广告传播研究
发布时间：2019-07-05 17:45
【摘要】： 中国在改革开放后的二十多年中取得了长足发展,但从整个全球市场的角度看,却处于明显的劣势地位。中国跨国公司品牌国际化正处于初级阶段,其崛起需要一批全球性品牌。可喜的是中国已经有了海尔、TCL、格兰仕等跨国公司,开始展现在世界经济的舞台上。但是,在与世界各国文化的传播和交流中,由于各国各民族的地理位置、生活习惯、历史积淀和价值观念的不同,会产生文化的差异和矛盾,国内的一些品牌,难以真正融入国外市场;被大多数国人认可的优秀广告作品,连年参加国际广告赛事中却少有斩获,同时我们又不得不面对的是可口可乐、麦当劳、耐克等一系列国外品牌大举占领国内市场,以及其所代表的西方文化也大规模影响中国青少年思想等这样一系列尴尬的现实。从这一角度来说,研究当代中国品牌跨文化广告传播中的文化差异及传播策略等问题,对于更好地打破世界市场经济中的文化壁垒与垄断,促进中国企业品牌在世界经济中竞争地位的迅速提高,有着非常重要的现实意义。 全文以跨文化广告传播理论为基础,探讨了跨文化广告传播的内涵、特征和模式,并从微观和宏观两个层面分析我国品牌跨文化广告传播的现状、存在诸如广告传播缺乏核心价值、缺少国际知名度、营销推广手段单一等的问题,全面呈现出中国品牌跨文化广告传播背景,为后文的策略分析找到了现实依据。中国跨国公司在很大程度上需要借鉴,世界巨型跨国品牌跨文化广告传播在中国市场的策略,本文在典型广告案例分析的基础上系统总结了其策略(标准化、本土化、差异化策略)的运作基础和具体手法,实现了理论与实践的结合,并归纳了国外品牌对中国品牌跨文化广告传播的启示。 在透视了国外品牌在中国市场的广告策略之后,笔者在前人研究的基础上,独创性提炼出中国品牌跨文化广告传播策略:即从我国品牌摆脱自我参照标准策略着手,实施国际化广告创意;标准化创意、本土化执行;采取合适的诉求方式;挖掘文化共性等策略,对中国品牌跨文化广告传播具有现实意义。
文内图片：
图片说明：跨文化广告传播模式图
[Abstract]:China has made great progress in the more than 20 years since the reform and opening up, but from the point of view of the whole global market, it is in an obvious inferior position. The internationalization of Chinese multinational corporations is in its infancy, and its rise requires a number of global brands. Fortunately, China already has multinational companies such as Haier and TCL, Glanz, which are beginning to show off on the stage of the world economy. However, in the dissemination and exchange with the cultures of all countries in the world, due to the different geographical position, living habits, historical accumulation and values of all ethnic groups in various countries, there will be cultural differences and contradictions, and it is difficult for some domestic brands to really integrate into the foreign market. The excellent advertising works recognized by most Chinese people have made little achievements in participating in international advertising events for years. At the same time, we have to face a series of embarrassing realities such as Coca-Cola, McDonald's, Nike and a series of foreign brands occupying the domestic market on a large scale, as well as the western culture it represents, which also affects the thinking of Chinese teenagers on a large scale. From this point of view, it is of great practical significance to study the cultural differences and communication strategies in the cross-cultural advertising communication of contemporary Chinese brands in order to better break down the cultural barriers and monopolies in the world market economy and promote the rapid improvement of the competitive position of Chinese enterprise brands in the world economy. Based on the theory of cross-cultural advertising communication, this paper discusses the connotation, characteristics and mode of cross-cultural advertising communication, and analyzes the present situation of cross-cultural advertising communication in China from the micro and macro levels. There are some problems, such as the lack of core value of advertising communication, the lack of international popularity, the single means of marketing promotion, and so on, which comprehensively presents the background of cross-cultural advertising communication of Chinese brands. It finds a realistic basis for the following strategic analysis. To a large extent, Chinese transnational corporations need to draw lessons from the strategy of the world's giant transnational brand cross-cultural advertising communication in the Chinese market. Based on the analysis of typical advertising cases, this paper systematically summarizes the operational basis and concrete techniques of its strategy (standardization, localization, differentiation strategy), realizes the combination of theory and practice, and sums up the enlightenment of foreign brands to the cross-cultural advertising communication of Chinese brands. After a perspective on the advertising strategy of foreign brands in the Chinese market, on the basis of previous studies, the author original abstracts the cross-cultural advertising communication strategy of Chinese brands: that is, starting from the strategy of getting rid of the self-reference standard strategy of Chinese brands, implementing international advertising creativity, standardizing creativity, implementing localization, adopting appropriate ways of appeal; The strategy of excavating cultural commonness is of practical significance to the cross-cultural advertising communication of Chinese brands.
【学位授予单位】：湖南大学
【学位级别】：硕士
【学位授予年份】：2008
【分类号】：F713.8;F273.2
本文编号：2510702
文内图片：
图片说明：跨文化广告传播模式图
[Abstract]:China has made great progress in the more than 20 years since the reform and opening up, but from the point of view of the whole global market, it is in an obvious inferior position. The internationalization of Chinese multinational corporations is in its infancy, and its rise requires a number of global brands. Fortunately, China already has multinational companies such as Haier and TCL, Glanz, which are beginning to show off on the stage of the world economy. However, in the dissemination and exchange with the cultures of all countries in the world, due to the different geographical position, living habits, historical accumulation and values of all ethnic groups in various countries, there will be cultural differences and contradictions, and it is difficult for some domestic brands to really integrate into the foreign market. The excellent advertising works recognized by most Chinese people have made little achievements in participating in international advertising events for years. At the same time, we have to face a series of embarrassing realities such as Coca-Cola, McDonald's, Nike and a series of foreign brands occupying the domestic market on a large scale, as well as the western culture it represents, which also affects the thinking of Chinese teenagers on a large scale. From this point of view, it is of great practical significance to study the cultural differences and communication strategies in the cross-cultural advertising communication of contemporary Chinese brands in order to better break down the cultural barriers and monopolies in the world market economy and promote the rapid improvement of the competitive position of Chinese enterprise brands in the world economy. Based on the theory of cross-cultural advertising communication, this paper discusses the connotation, characteristics and mode of cross-cultural advertising communication, and analyzes the present situation of cross-cultural advertising communication in China from the micro and macro levels. There are some problems, such as the lack of core value of advertising communication, the lack of international popularity, the single means of marketing promotion, and so on, which comprehensively presents the background of cross-cultural advertising communication of Chinese brands. It finds a realistic basis for the following strategic analysis. To a large extent, Chinese transnational corporations need to draw lessons from the strategy of the world's giant transnational brand cross-cultural advertising communication in the Chinese market. Based on the analysis of typical advertising cases, this paper systematically summarizes the operational basis and concrete techniques of its strategy (standardization, localization, differentiation strategy), realizes the combination of theory and practice, and sums up the enlightenment of foreign brands to the cross-cultural advertising communication of Chinese brands. After a perspective on the advertising strategy of foreign brands in the Chinese market, on the basis of previous studies, the author original abstracts the cross-cultural advertising communication strategy of Chinese brands: that is, starting from the strategy of getting rid of the self-reference standard strategy of Chinese brands, implementing international advertising creativity, standardizing creativity, implementing localization, adopting appropriate ways of appeal; The strategy of excavating cultural commonness is of practical significance to the cross-cultural advertising communication of Chinese brands.
【学位授予单位】：湖南大学
【学位级别】：硕士
【学位授予年份】：2008
【分类号】：F713.8;F273.2
【引证文献】
相关期刊论文 前1条
1 姜智彬;崔溟均;黄文鑫;;中韩跨文化广告研究的比较分析[J];广告大观(理论版);2011年05期
，本文编号：2510702
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