营销符号学视角下美国企业的中英文网站的对比分析

发布时间：2018-02-21 21:26

本文关键词： 美国企业企业网页营销符号学文化适应　出处：《西安外国语大学》2013年硕士论文　论文类型：学位论文

【摘要】：随着全球化和现代化的不断发展，新媒体在促进不同文化之间沟通交流起着日益重要的作用。基于中国市场的成长以及中国消费者的购买力不断增强，越来越多的美国企业开始建立中文官方网页以促使其在中国这个有巨大潜力的市场上的发展。本文旨在探索美国企业的中文网页与其美国英文网页相比，是否一定的文化改变从而更好地适应中国市场。网页上的文化对比研究是跨文化商务交际一项较新的研究议题。同样，营销符号学在商务领域研究文化问题也是相对新颖的。符号学的根源可以追溯到前苏格拉底时代，然后从上世纪40年代起由语言学家索绪尔、皮尔斯等将符号学作为学科发展壮大起来。本研究采用符号学理论作为其理论框架来分析隐藏在50家美国企业的中文网站上的文化因素。50个企业是从耐用品、奢侈品、以及快速消费品领域筛选出来的。这些类产品可以更好的反映出不同国家文化以及消费行为的差异。在对于所选网页的符号意义进行详细的分析之后，，作者得出结论为美国的耐用品以及快速消费品企业的中文网站在特定程度上显示出了文化适应。但是美国企业的奢侈品企业的中英文网页就语言、颜色的选择、设计、格式布局、以及核心价值都未能反映出差别。因此，结论得出美国的企业在中国市场营销自己的产品和品牌过程中，文化适应的程度不尽相同。作为一种可选的战略，文化适应的结果有待于进一步研究。
[Abstract]:With the development of globalization and modernization, new media play an increasingly important role in promoting communication and communication among different cultures. Based on the growth of the Chinese market and the increasing purchasing power of Chinese consumers, A growing number of American companies are starting to set up official Chinese web pages to promote their growth in China, a market with great potential. This article aims to explore how Chinese web pages of American companies compare with their American English web pages. Whether certain culture changes to better adapt to the Chinese market. Cultural contrastive study on web pages is a relatively new research topic in cross-cultural business communication. Similarly, marketing semiotics is relatively new in the field of business. The roots of semiotics can be traced back to the pre-Socrates era. And from -60s onwards, by linguist Saussure, Pierce and others have developed semiotics as a discipline. This study uses semiotics theory as its theoretical framework to analyze the cultural factors hidden on the Chinese websites of 50 American enterprises. And FMCG products that better reflect the cultural and consumer behaviour of different countries. After a detailed analysis of the symbolic meaning of the selected page, The author concludes that the Chinese websites of American durable goods and FMCG companies show cultural adaptation to a certain extent. However, the Chinese and English web pages of American luxury companies are about language, color choice, design, etc. The format layout and core values do not reflect the differences. Therefore, it is concluded that American enterprises have different degrees of cultural adaptation in the process of marketing their products and brands in China. The result of cultural adaptation needs further study.
【学位授予单位】：西安外国语大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：H15;H315

【共引文献】