跨文化理论导入TCL手机品牌文化推广研究

发布时间：2018-04-20 16:42

本文选题：跨文化理论 + 品牌推广　；参考：《江南大学》2006年硕士论文

【摘要】： 在市场竞争愈演愈烈的今天,由于技术的进步和产品同质化的高度发展,文化已经成为品牌竞争的关键因素。无论是本土企业还是跨国公司,都希望通过实现品牌的文化推广,去赢得消费者和社会公众对产品及企业的认同感、亲和力,以及文化认同。因此,如何正确地实现品牌文化推广,理解中国消费文化中的传统文化价值观,是本文要解决的问题。论文主要从介绍国际著名跨文化学者霍夫斯塔德的文化价值层面理论,以及品牌文化推广的相关概念入手,并在产品设计、包装、品牌定位、广告宣传等各方面,分析比较国际品牌和本土品牌的文化推广策略,提出跨文化理论导入品牌文化推广的具体实施,为本土品牌树立民族品牌形象,提升品牌文化竞争力提供参考。而将霍氏文化价值层面理论导入品牌文化推广研究,从其理论的五个维度分析品牌文化推广策略,是品牌研究领域的一个新亮点,对霍氏跨文化理论的应用也是一个新领域。这也正是本文的创新点所在。论文的实证研究以TCL手机品牌作为个案分析,根据理论导入和案例分析的结果,以霍氏理论的五个维度为基础自主设计TCL手机品牌消费心理调查问卷,并在无锡江南大学和镇江江苏大学进行大学生消费心理调查,对TCL品牌进行跨文化心理评价。最后根据TCL手机的心理评价结果,分析其优劣势,为其提出一套针对大学生消费人群的手机品牌跨文化推广策略,该实证研究结果也将对更广泛的青年消费人群的品牌跨文化推广策略制定起到重要的参考作用。而根据本文研究结果,采用同样的跨文化理论导入操作,设计其他消费群体的心理调查问卷,将大大有助于TCL手机品牌整体文化竞争力的提升。对其他手机品牌,或其他产品品牌,跨文化理论导入品牌文化推广的操作研究也同样行之有效。本课题研究的结果虽然由于调研的局限性而不具备普遍性,但却是将跨文化理论应用于品牌文化推广的一次尝试,为后续研究提供了可能性。
[Abstract]:In today's increasingly competitive market, culture has become the key factor of brand competition due to the development of technology and product homogeneity. Both local and multinational companies hope to win the identity, affinity, and cultural identity of consumers and the public to products and enterprises through the promotion of brand culture. Therefore, how to correctly promote brand culture and understand the traditional cultural values in Chinese consumption culture is the problem to be solved in this paper. This paper mainly introduces Hofstad's theory of cultural value, and the related concepts of brand culture promotion, including product design, packaging, brand positioning, advertising and so on. This paper analyzes and compares the cultural promotion strategies of international brand and local brand, and puts forward the concrete implementation of introducing cross-cultural theory into brand culture promotion, so as to provide reference for local brand to set up national brand image and enhance brand cultural competitiveness. It is a new bright spot in the field of brand research to introduce the theory of Huo's cultural value level into brand culture promotion research and analyze brand culture promotion strategy from five dimensions of its theory, and it is also a new field for the application of Hawkes' cross-cultural theory. This is the innovation of this paper. The empirical study takes TCL mobile phone brand as a case study, according to the results of theoretical introduction and case analysis, based on the five dimensions of Hawkes theory, we design the TCL mobile phone brand consumer psychology questionnaire. In Wuxi Jiangnan University and Zhenjiang Jiangsu University, the consumption psychology of college students was investigated, and the cross-cultural psychological evaluation of TCL brand was carried out. Finally, according to the psychological evaluation results of TCL mobile phone, this paper analyzes its advantages and disadvantages, and puts forward a set of cross-cultural promotion strategy of mobile phone brand for college students. The results of this empirical study will also play an important role in the formulation of cross-cultural brand promotion strategies for a wider range of young consumers. According to the results of this study, using the same cross-cultural theory to introduce the operation, design other consumer groups psychological questionnaire, will greatly contribute to the promotion of the overall cultural competitiveness of TCL mobile phone brand. For other mobile phone brands, or other product brands, cross-cultural theory into brand culture promotion is also effective. Although the results of this study are not universal due to the limitations of research, it is an attempt to apply cross-cultural theory to brand culture promotion, which provides the possibility for further research.
【学位授予单位】：江南大学
【学位级别】：硕士
【学位授予年份】：2006
【分类号】：F713.5

【引证文献】