本文選題：中英文化 + 跨文化傳播��； 參考：《東北師范大學》2009年碩士論文

【摘要】： 中國改革開放、加入WTO、申辦奧運會……中國在大踏步走向和國際的接軌。在此期間,外資進入的地域、數(shù)量和股權(quán)限制都被降低或取消,市場整體開放氛圍和開放強度都獲得了提高,外商投資領域也大幅增加。國際市場的競爭本來就很激烈,很多國際知名品牌已經(jīng)完成了在中國的戰(zhàn)略布局,在這樣的情況下,可以預見中國品牌必將面臨強大的對手。對我國的品牌來說,面對這樣的局勢,想爭奪市場份額必然要走出國門,參與國際市場的競爭。特別是對于那些已經(jīng)邁出國門的品牌來說,走品牌國際化戰(zhàn)略是勢在必行的。但由于長期不注重品牌的推廣與宣傳,或者是宣傳方法不恰當,導致我國企業(yè)品牌知名度不高,嚴重地削弱了企業(yè)在國際上的競爭力。中國企業(yè)要走向世界樹立品牌,除了提高產(chǎn)品和服務的品質(zhì)外,需要廣告?zhèn)鞑サ姆e極介入。所以,如何進行品牌廣告的跨文化傳播是企業(yè)在進行品牌國際化發(fā)展過程中不可忽視的問題。當企業(yè)進行跨文化廣告?zhèn)鞑r,面對的是與其自身文化差異巨大的文化。中外很多品牌跨文化沖突的案例,值得我們引以為戒。如何利用文化差異,提高跨文化廣告?zhèn)鞑サ男Ч?成為我國企業(yè)進行國際營銷時迫切需要解決的課題。 到目前為止,學術界對于此項課題的研究也收獲頗豐,但大多是針對中美或中外文化的差異進行的宏觀研究,對中國與其他國家的比較研究還很少。筆者將利用留學英國的條件優(yōu)勢,選取中英間品牌廣告的跨文化傳播作為研究對象,通過中英間的文化對比、中英文化對品牌廣告的影響、中英間品牌廣告的傳播對比以及大量案例,分析我國品牌在進行跨文化傳播時所面臨的問題,進而尋求解決之道。 本文主要采取的研究方法有:內(nèi)容分析法、個案研究法、實地考察法、統(tǒng)計分析法和經(jīng)驗總結(jié)法。本文主要選取中英跨文化廣告中比較有代表性的品牌,作為案例,進行解析和對比。例如中國的海爾和聯(lián)想品牌,英國的立頓奶茶、芝華士、Burberry等……這些品牌在其跨文化推廣中都極具代表性,有行業(yè)中實現(xiàn)成功跨文化傳播的佼佼者,也有必須引以為戒的反面教材,都具有很高的研究價值。同時,赴英留學的優(yōu)勢條件,也使我能夠完善對所選主題的實地考察,有利于筆者從中英間的文化差異入手,從側(cè)面實現(xiàn)對跨文化品牌廣告的研究,有一定的啟示作用。此外,通過對相關書籍和文獻資料的閱讀,使本人對品牌的跨文化傳播有了更加深入的認識,對論文的寫作有很大的幫助作用。
[Abstract]:China's reform and opening up, China's accession to the WTO, bid for the Olympic Games. China is making great strides towards the international level. During this period, the territory, quantity and equity restriction of foreign capital have been reduced or abolished, the overall open atmosphere and intensity of the market have been improved, and the foreign investment field has also increased significantly. The international market competition is already very intense, many international well-known brands have completed the strategic layout in China, in such circumstances, it can be predicted that Chinese brands will face strong competitors. In the face of this situation, Chinese brands must go abroad to compete for market share and participate in the international market competition. Especially for those brands that have already stepped out of the country, it is imperative to take the brand internationalization strategy. However, due to long-term neglect of brand promotion and publicity, or inappropriate propaganda methods, the brand awareness of Chinese enterprises is not high, which seriously weakens the competitiveness of enterprises in the international market. In order to establish brand in the world, Chinese enterprises need the active intervention of advertising in addition to improving the quality of products and services. Therefore, how to carry on brand advertisement cross-cultural communication is a problem that can not be ignored in the process of brand internationalization development. When the enterprise carries on the cross-cultural advertisement dissemination, it faces the culture which is different from its own culture. Many Chinese and foreign brands cross-cultural conflict cases, it is worth our warning. How to make use of cultural differences and improve the effect of cross-cultural advertising communication has become an urgent problem for Chinese enterprises to solve when they carry out international marketing. So far, the academic research on this subject is also quite fruitful, but most of them are macro studies on the differences between Chinese and American or Chinese and foreign cultures, and there are few comparative studies on China and other countries. The author will make use of the advantage of studying abroad in Britain to choose the cross-cultural communication of brand advertising between China and Britain as the research object, and through the cultural contrast between China and Britain, the influence of Chinese and English culture on brand advertising will be studied. The comparison between Chinese and English brand advertising and a large number of cases are carried out to analyze the problems faced by Chinese brands in cross-cultural communication and to seek solutions. The main research methods adopted in this paper are: content analysis, case study, field investigation, statistical analysis and experience summary. This article mainly selects the Chinese and English cross-cultural advertising more representative brand, as the case, carries on the analysis and the contrast. For example, China's Haier and Lenovo brands, Britain's Lipton milk tea, Chivas Burberry and so on. These brands are very representative in their cross-cultural promotion, there are outstanding people in the industry to achieve successful cross-cultural communication, but also must learn from the negative teaching materials, all of them have a high research value. At the same time, the advantages of studying in the UK also enable me to perfect the field investigation of the selected theme, which is helpful for the author to start with the cultural differences between China and Britain, and to realize the research of cross-cultural brand advertising from the side, which has certain enlightenments. In addition, through the reading of relevant books and literature, I have a deeper understanding of cross-cultural communication of the brand, which is of great help to the writing of the thesis.
【學位授予單位】：東北師范大學
【學位級別】：碩士
【學位授予年份】：2009
【分類號】：F713.8;F273.2;G206

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本文編號：1774902