中英间品牌广告的跨文化传播比较研究.docVIP

东北师范大学 硕士学位论文 中英间品牌广告的跨文化传播比较研究 姓名：陈琬融 申请学位级别：硕士 专业：传播学 导教师：金振邦Abstract As our reform and opening, joining into the WTO, and the success of bid to Olympic gane, China is going to in accordance with the modem world. During this period, the restriction of region, quantity and equity of foreign capital have been reduced or canceled. The opening atmosphere and strength of market have been increased, foreign investment fields also increased significantly. The international market competition is fierce, and many international well-known brand has been completed the strategic layout in Chinas market. In this circumstance, we can see the Chinas brands are face to formidable opponents. Chinas brands must go abroad to increase market share, participating in the competition of the international market Especially for those who have taken the international brand, brand internationalization strategy is imperative. But due to not pay attention to brand promotion and propaganda for a long term, or not appropriate of method, the enterprise brands awareness is not high. Its severely weakened in the international competitiveness of enterprises. Chinese enterprises should build up the brand, towards the world, in addition to improving the quality of products and service, it also need to actively involved in the advertisement. Therefore, how to operate the brands across-cultural advertising communication should not be ignored in the process of the development of internationalization. The brands are facing to huge cultural differences of culture during its across-cultural advertising communication. Many case of brands across-cultural conflicts are worthy of our attention. How to use the cultural differences to improve the efficiency of across-cultural advertising has become an urgent issue which international marketing needs to solve. So far, the research for this topic in academic field is prolific, but mostly about the China-America cultural differences and the macroscopic re