跨国广告公司本土化研究

发布时间：2018-02-28 20:45

本文关键词： 跨国广告公司全球化跨文化传播本土化中国广告公司　出处：《武汉大学》2016年硕士论文　论文类型：学位论文

【摘要】：本研究采历史研究法,以跨国广告公司为研究对象,介绍跨国广告公司的发展状况,以及在中国的发展历程。从“全球化”的理论开始,分析跨国广告公司全球化的动机,策略和影响。从跨文化传播的角度来探讨跨国广告公司在本土化进程中的遭遇到的困难和障碍,以及其背后的深层次的原因,并提出相应的对策。着重探讨跨国广告公司本土化历程与现况,动机,经营特点以及经营的具体方法和影响。对跨国广告公司在中国的典型广告案例进行分析和探讨,以揭示跨国广告公司中国广告公司的差距,并为中国广告公司提出相应的对策。本文共分六章:第一章:跨国广告公司概述:从最近的广告集团购并分析着手分析其原因和特点,并探讨广告公司的经营特点;具体论述跨国广告公司在中国的发展历程。第二章:跨国广告公司全球化战略:分析经济全球化理论内,着重探讨跨国广告公司的向外扩张的原因,具体手段和影响。第三章:跨国广告公司在中国市场跨文化传播背景和对策:从广告文化的介绍开始,比较中西文化的不同之处,指出跨国广告公司在中国本土化遇到的文化方面的障碍,提出可应对的方法。第四章:跨国广告公司在中国市场的本土化策略:本章为全文的重点所在,详尽地分析跨国广告公司本土化的经历,动机,目的,具体的经营方式和影响。第五章:跨国广告公司在中国本土化典型案例分析:本章从实证的角度分析跨国广告公司在中国的本土化情况。第六章:跨国广告公司本土化策略对中国广告公司的启示:本章从客观地角度比较了中国广告公司与跨国广告公司的差距,并对中国广告公司提出了相应的对策。全文综合运用了文献分析法和历史研究法,从理论和实证两方面论证跨国广告公司本土化的必然性和可能性,并为中国广告公司的国际化提出可行的建议。
[Abstract]:This research adopts the historical research method, takes the transnational advertising company as the research object, introduces the development situation of the transnational advertising company, as well as the development course in China. Starting from the theory of "globalization", it analyzes the motive of the transnational advertising company globalization. From the perspective of cross-cultural communication, to explore the difficulties and obstacles encountered by multinational advertising companies in the process of localization, as well as the underlying causes, The paper also puts forward the corresponding countermeasures. It focuses on the localization process and present situation, motivation, management characteristics, and the specific methods and influences of transnational advertising companies. It also analyzes and discusses the typical advertising cases of multinational advertising companies in China, and analyzes and probes into the typical advertising cases of multinational advertising companies in China. To reveal the gap between multinational advertising agencies and Chinese advertising agencies, This article is divided into six chapters: chapter one: summary of multinational advertising companies: analysis of the causes and characteristics of the recent merger and acquisition of advertising groups, and explore the operating characteristics of advertising companies; Chapter two: the globalization strategy of transnational advertising companies: analysis of the theory of economic globalization, focusing on the reasons for the outward expansion of transnational advertising companies. Chapter three: Cross-cultural Communication background and Countermeasures of multinational Advertising companies in Chinese Market: starting from the introduction of advertising culture, the differences between Chinese and Western cultures are compared. The author points out the cultural obstacles encountered by multinational advertising companies in China, and puts forward some countermeasures. Chapter 4th: the localization strategy of multinational advertising companies in China: this chapter is the focus of this paper. A detailed analysis of the experience, motivation, purpose of localization of multinational advertising companies, Chapter 5th: typical cases of multinational advertising companies in China: this chapter analyzes the localization of multinational advertising companies in China from an empirical perspective. Chapter 6th: multinational advertising companies. The enlightenment of localization strategy to Chinese advertising companies: this chapter compares the gap between Chinese advertising companies and multinational advertising companies from an objective point of view. And put forward the corresponding countermeasures to the Chinese advertising companies. The full text synthetically uses the literature analysis method and the historical research method to prove the inevitability and possibility of the localization of the transnational advertising companies from the theoretical and empirical aspects. And put forward feasible suggestions for the internationalization of Chinese advertising companies.
【学位授予单位】：武汉大学
【学位级别】：硕士
【学位授予年份】：2016
【分类号】：F713.8

【相似文献】