中国广告商运用的社会营销中的集体主义价值观

发布时间：2019-03-18 20:42

【摘要】： 成功的广告策略对于提升品牌的形象和影响力非常有效,社会营销作为广告策略之一在中国市场上为众多知名品牌所运用并且成效显著。本文作者认为其成功背后的一个主要原因是运用了群体取向价值观因素,因此,本文结合了国内外品牌,如蒙牛、农夫山泉、可口可乐等,在中国发起的社会营销活动和广告案例进行分析,提取了这些广告设计中融入的典型的群体取向因素,如民族荣誉、国家事件、权威领导、团结、以营养、教育、环保为主题的社会福利、家庭情感、家庭和谐和家庭成员的健康发展等等。之后,本文运用跨文化理论知识,解释了广大的中国观众对包含群体取向价值观的社会营销或广告容易产生共鸣的原因是其处于集体主义的东方文化中,广告的价值观符合受众的心理需求。文章继而以中国酒类奢侈品牌,如五粮春等的广告案例作为支持这一观点的补充例证,发现中国酒类品牌的广告往往表达了的成功的公共社交生活、内群体圈子等主题的理想状态,这些属于群体价值观范畴,从而能够和广大中国消费者的集体主义价值观产生共鸣。然而,通过案例分析,本文发现在中国播放的芝华士等洋酒品牌的广告策略表达的是个人主义价值观,如个人享受、生活质量、私人社交圈等主题。因为洋酒面对的客户是在一定程度上接受了西方价值观和生活方式的那部分特定的中国消费者而不是最广泛的中国消费者。这反映了中国文化的价值观随着时间的推移而发展变化,文章最后开放性的探讨了未来的大部分中国消费者将在何种程度上保持群体取向价值观。
[Abstract]:Successful advertising strategy is very effective in promoting brand image and influence. As one of the advertising strategies, social marketing has been used by many famous brands in the Chinese market and has achieved remarkable results. The author thinks that one of the main reasons behind the success is the use of group-oriented values. Therefore, this paper combines domestic and foreign brands, such as Mengniu, Farmer Springs, Coca-Cola, etc. The social marketing campaigns and advertising cases launched in China were analyzed to extract typical group orientation factors, such as national honor, state events, authority leadership, unity, nutrition, education, and so on, which were incorporated in the design of these advertisements. Environmental protection as the theme of social welfare, family feelings, family harmony and the healthy development of family members, and so on. Then, using the cross-cultural theory, this paper explains that the reason why the Chinese audience can easily resonate with the social marketing or advertising which contains the group-oriented values is that they are in the collectivism oriental culture. The value of advertising conforms to the psychological needs of the audience. The article then takes the advertising cases of Chinese luxury brands, such as Wuliangchun, as a supplementary example to support this view, and finds out that advertisements of Chinese liquor brands often express successful public social life. The ideal state of inner group circle, which belongs to the category of group values, can resonate with the collectivism values of Chinese consumers. However, through a case study, this paper finds that the advertising strategies of Chinese brands such as Cheese and other foreign wines express individualistic values, such as personal enjoyment, quality of life, private social circle and so on. Because foreign wine is faced with a certain proportion of Chinese consumers who accept Western values and lifestyles to a certain extent, rather than the broadest number of Chinese consumers. This reflects the development and change of the values of Chinese culture with the passage of time. Finally, the article discusses the extent to which the majority of Chinese consumers in the future will maintain group-oriented values.
【学位授予单位】：上海外国语大学
【学位级别】：硕士
【学位授予年份】：2009
【分类号】：F713.8

【参考文献】