【摘要】： 成功的廣告策略對于提升品牌的形象和影響力非常有效,社會(huì)營銷作為廣告策略之一在中國市場上為眾多知名品牌所運(yùn)用并且成效顯著。本文作者認(rèn)為其成功背后的一個(gè)主要原因是運(yùn)用了群體取向價(jià)值觀因素,因此,本文結(jié)合了國內(nèi)外品牌,如蒙牛、農(nóng)夫山泉、可口可樂等,在中國發(fā)起的社會(huì)營銷活動(dòng)和廣告案例進(jìn)行分析,提取了這些廣告設(shè)計(jì)中融入的典型的群體取向因素,如民族榮譽(yù)、國家事件、權(quán)威領(lǐng)導(dǎo)、團(tuán)結(jié)、以營養(yǎng)、教育、環(huán)保為主題的社會(huì)福利、家庭情感、家庭和諧和家庭成員的健康發(fā)展等等。 之后,本文運(yùn)用跨文化理論知識(shí),解釋了廣大的中國觀眾對包含群體取向價(jià)值觀的社會(huì)營銷或廣告容易產(chǎn)生共鳴的原因是其處于集體主義的東方文化中,廣告的價(jià)值觀符合受眾的心理需求。文章繼而以中國酒類奢侈品牌,如五糧春等的廣告案例作為支持這一觀點(diǎn)的補(bǔ)充例證,發(fā)現(xiàn)中國酒類品牌的廣告往往表達(dá)了的成功的公共社交生活、內(nèi)群體圈子等主題的理想狀態(tài),這些屬于群體價(jià)值觀范疇,從而能夠和廣大中國消費(fèi)者的集體主義價(jià)值觀產(chǎn)生共鳴。 然而,通過案例分析,本文發(fā)現(xiàn)在中國播放的芝華士等洋酒品牌的廣告策略表達(dá)的是個(gè)人主義價(jià)值觀,如個(gè)人享受、生活質(zhì)量、私人社交圈等主題。因?yàn)檠缶泼鎸Φ目蛻羰窃谝欢ǔ潭壬辖邮芰宋鞣絻r(jià)值觀和生活方式的那部分特定的中國消費(fèi)者而不是最廣泛的中國消費(fèi)者。這反映了中國文化的價(jià)值觀隨著時(shí)間的推移而發(fā)展變化,文章最后開放性的探討了未來的大部分中國消費(fèi)者將在何種程度上保持群體取向價(jià)值觀。
[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.
【學(xué)位授予單位】：上海外國語大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2009
【分類號(hào)】：F713.8

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