中英间品牌广告的跨文化传播比较研究

发布时间：2018-04-19 22:00

本文选题：中英文化 + 跨文化传播　；参考：《东北师范大学》2009年硕士论文

【摘要】： 中国改革开放、加入WTO、申办奥运会……中国在大踏步走向和国际的接轨。在此期间,外资进入的地域、数量和股权限制都被降低或取消,市场整体开放氛围和开放强度都获得了提高,外商投资领域也大幅增加。国际市场的竞争本来就很激烈,很多国际知名品牌已经完成了在中国的战略布局,在这样的情况下,可以预见中国品牌必将面临强大的对手。对我国的品牌来说,面对这样的局势,想争夺市场份额必然要走出国门,参与国际市场的竞争。特别是对于那些已经迈出国门的品牌来说,走品牌国际化战略是势在必行的。但由于长期不注重品牌的推广与宣传,或者是宣传方法不恰当,导致我国企业品牌知名度不高,严重地削弱了企业在国际上的竞争力。中国企业要走向世界树立品牌,除了提高产品和服务的品质外,需要广告传播的积极介入。所以,如何进行品牌广告的跨文化传播是企业在进行品牌国际化发展过程中不可忽视的问题。当企业进行跨文化广告传播时,面对的是与其自身文化差异巨大的文化。中外很多品牌跨文化冲突的案例,值得我们引以为戒。如何利用文化差异,提高跨文化广告传播的效果,成为我国企业进行国际营销时迫切需要解决的课题。到目前为止,学术界对于此项课题的研究也收获颇丰,但大多是针对中美或中外文化的差异进行的宏观研究,对中国与其他国家的比较研究还很少。笔者将利用留学英国的条件优势,选取中英间品牌广告的跨文化传播作为研究对象,通过中英间的文化对比、中英文化对品牌广告的影响、中英间品牌广告的传播对比以及大量案例,分析我国品牌在进行跨文化传播时所面临的问题,进而寻求解决之道。本文主要采取的研究方法有:内容分析法、个案研究法、实地考察法、统计分析法和经验总结法。本文主要选取中英跨文化广告中比较有代表性的品牌,作为案例,进行解析和对比。例如中国的海尔和联想品牌,英国的立顿奶茶、芝华士、Burberry等……这些品牌在其跨文化推广中都极具代表性,有行业中实现成功跨文化传播的佼佼者,也有必须引以为戒的反面教材,都具有很高的研究价值。同时,赴英留学的优势条件,也使我能够完善对所选主题的实地考察,有利于笔者从中英间的文化差异入手,从侧面实现对跨文化品牌广告的研究,有一定的启示作用。此外,通过对相关书籍和文献资料的阅读,使本人对品牌的跨文化传播有了更加深入的认识,对论文的写作有很大的帮助作用。
[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.
【学位授予单位】：东北师范大学
【学位级别】：硕士
【学位授予年份】：2009
【分类号】：F713.8;F273.2;G206

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