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| A Study of Advertising Strategies in Cross-cultural Marketing Abstract The brand has entered a new stage of international competition. This is a new thing in the regional economy. Leading brand culture has also become an important feature of the modern economy. Under the trend of more and more products possessing the same product features, brand culture has become an important means for enterprises to differentiate themselves from competitors, create long-term differentiated marketing advantages and form their core competitiveness. In recent years, the number of Chinese local enterprises has been on the increase, and many excellent national enterprises have also emerged. However, domestic brands mainly target in the low-end market, so that the culture value of brand is not high. In the context of economic globalization, Chinese local enterprises are gradually realizing the importance of brand value and understand that only by constantly building brand culture can they compete with international brands in the international market. This paper is based on the cultural factors in transnational marketing and the related theory of brand culture, and the paper also studies the intercultural marketing strategies of enterprises, in order to arouse more multinational corporations’ attention and to improve the cultural marketing strategies constantly. At the same time, it also brings new ideas to the internationalization of Chinese brands. This paper first explains the necessary theoretical foundation, which is the cornerstone of the whole thesis on culture marketing, culture construction and culture management. Then it analyzes the cross-cultural marketing problems at present as well as specific strategies which can help enterprises enter into international market successfully. Key words: Brand Culture; Advertising Features; Advertising Marketing Strategies 摘 要 世界已进入品牌国际化竞争阶段，这是区域经济的新组成部分。主导品牌文化也成为现代经济的重要特征。随着越来越多的产品具有相同的产品功能, 品牌文化已成为企业区分自身与竞争对手、创造长期差异化营销优势和形成核心竞争力的重要策略。 近年来，我国地方企业的数量不断增加，许多优秀的国有企业也出现了。然而，国内品牌主要面向低端市场，品牌的文化价值并不高。在经济全球化的背景下，中国本土企业逐渐认识到品牌价值的重要性，认识到只有不断打造品牌文化，才能与国际品牌在国际市场上竞争。 本文以跨国营销中的文化因素和品牌文化的相关理论为基础，对企业跨文化营销策略进行研究，以期引起更多跨国公司的关注，并不断改进企业的文化营销策略。同时，也给中国品牌国际化带来了新的思路。本文首先阐述了文化营销、文化建设和文化管理的必要理论基础，是全文的基石。然后分析了跨文化营销的当前问题以及具体的策略以期对企业成功进入国际市场有所帮助。 关键词: 品牌文化；广告特征；跨文化广告传播 Contents Abstract I 摘 要 II Chapter 1 Introduction 1 1.1 Research Background 1 1.2 Research Objectives and Significance 2 Chapter 2 Literature Review 3 2.1 Theoretical Foundation of Cultural Marketing 3 2.2 Core Ideas of Cultural Marketing 4 Chapter 3 Difficulties in cross-cultural marketing 7 3.1 Difficulty in Adaptation of Laws 7 3.2 Difficulty in integration of culture 8 3.3 Difficulty in expansion of channel 9 Chapter 4 Cross-cultural Advertisement marketing Strategies 11 4.1 Cross-culture brand strategy 11 4.2 Cross-culture pricing strategy 12 4.3 Cross-culture channel localizing strategy 14 Chapter 5 Conclusion 16 Bibliography 18 |
