重庆大学529 级论文模板解释说明.docx

重庆大学529 级论文模板解释说明.docx

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重庆大学529级论文模板解释说明

重庆大学本科学生毕业论文

从跨文化的角度分析跨国公司在中国的

广告策略

学生:

xxx

学号：

xxx

指导教师：

xxx

专业：

英语

重庆大学外国语学院

二〇一五年六月

GraduationThesisofChongqingUniversity

StudyontheAdvertisingStrategiesofMultinationalCorporationsinChina:

ACross-culturalPerspective

Undergraduate:

xxx

Supervisor:

xxx

Major:

English

SchoolofForeignLanguagesandCultures

ChongqingUniversity

June2015

Acknowledgements

Iwouldliketoexpressmygratitudetomysupervisor,ProfessorLiHong,whoseexpertise,understanding,andpatience,addedconsiderablytomyundergraduateexperience.Iappreciatehervastknowledgeandskillsinmanyareasandherassistanceinwritingthisthesis.Withoutherprudentproofreading,expertcommentsandaboveallgenerousunderstanding,Iwouldnothavebeenabletoaccomplishthisthesis.Ithasbeenaprivilegeandgreatjoytostudyunderhersupervisionduringthetimeofthesiswriting.

MyspecialgratitudealsogoestoProfessorYuManjun,whoseacademicwritingcoursehasbestowedmewithafoundationonacademicwritingandenlightenedmewiththerightwayofmakingresearch,andProfessorZhuWanzhong,whosecross-culturalbusinesscoursehasexpandedmyhorizonandgivenmegreatinspirationsinwritingthisthesis.

Iwouldalsoliketothankallofmyotherteachers,allofmyclassmatesfortheircareandhelpduringthepastfouryearsofstudy.

Imustalsogivemyacknowledgmenttomyfamilyforthesupporttheyprovidedmethroughmyuniversitylife,andwithouttheirloveandencouragement,Iwouldnothavefinishedthisthesis.

摘要

越来越多的跨国公司在意识到中国市场的巨大潜力后把他们的目光转向这里。

为了在激烈的竞争中处于优势地位，他们采取各种不同的营销策略。

广告作为营销和宣传的重要手段有着不可或缺的作用。

而克服文化差异被认为是跨国广告成功的基石。

然而，怎样的广告才适用于有着不同文化背景的消费者呢？

是标准化还是要地方化？

近40年来这些问题都是国际市场及广告文献所争论的焦点。

本文以跨文化传播为理论依据，以内容分析和案例分析为研究方法，致力于研究跨国公司在中国的广告策略。

文章首先阐述了跨国公司在中国的广告背景，其次从跨文化传播的角度谈跨国广告的传播效果，然后提供三种跨国公司在中国的广告策略，并以麦当劳在中国“全球策略，本土表现”的广告策略为例阐明何为行之有效的广告策略，最后为跨国公司中国广告策略提出建议，如认识并尊重中国本土的文化，迎合中国消费者的消费心里，在广告中融入中国元素、渲染中国传统文化特色等。

本文不仅是国际广告文献的必要补充，也为己经进入和即将进入中国市场的跨国公司更好地参与市场竞争提供参考依据。

关键词：

跨文化传播，跨国公司，广告，标准化，本土化

Abstract

AnincreasingnumberofmultinationalcorporationsturntheirattentiontoChinesemarketbyrecognizingitssubstantialpotentialforexpansionandprofit.Inordertooccupyanadvantageouspositioninthefiercecompetition,theyareadoptingdifferentmarketingstrategies.Asanimportantmeansofmarketingandpromotion,advertisingplaysaveryindispensableroleanditisuniversallyacknowledgedthatunderstandingculturaldifferencesisoftenconsideredaprerequisiteforsuccessfulinternationaladvertising.However,isitpossibletopersuadeconsumersindifferentmarketswiththesameadvertisingmessage?

Orshouldthemessagebecustomizedtoreflectthelocalculture?

Thesequestionshavebeenthesubjectofextensivedebateintheinternationalmarketingandadvertisingliteraturefornearlyfourdecades.

Thisthesisemployscross-culturalcommunicationtheoryastheoreticalfoundationandmainlyfocusesontheadvertisingstrategiesofmultinationalcorporationsinChinesemarket.Itadoptscontentanalysisandcasestudyasresearchmethods.Itfirstgivesabriefintroductionofthebackgroundofmultinationalcorporations’advertisinginChina;thenitexplainsthecommunicationeffectofcross-culturaladvertisementfromtheperspectiveofcross-culturalcommunication.Afterthat,itpresentsthreealternativesformultinationalcorporations’advertisingstrategyinChinaandcitesMacDonaldasatypicalcasetodemonstrateasuccessfuladvertisingstrategyinChina,namely,thinkglobal,actlocal.Atlast,itprovidessomesuggestionsformultinationals’advertisinginChina,suchasrecognizeandrespecttheculturaldifferencesinChina,catertothecommonpsychologyofthelocalcustomers,exploretheuniquecustomsandtraditionsoflocalmarketsandincorporatetheimagesoflocalcharactersandsettingsintointernationaladvertisingappeals.

TheresultofthisthesiswillbeasupplementtotheliteratureoninternationaladvertisingandbeabletoprovidesomereferenceforthecorporationsthatenterChinesemarket,assistingthemperformingbetterinthecompetition.

Keywords:

cross-culturalcommunication,multinationals,advertisement,standardized,localized

Contents

AcknowledgementsI

摘要II

AbstractIII

1Introduction1

2LiteratureReview3

2.1Hofstede’sFiveDimensionsofCulture3

2.2PorterandSamovar'sCross-culturalCommunication4

2.3AccesstoCross-culturalAdvertisingEffectiveness5

3AdvertisingStrategyAlternativesforMultinationalsinChina8

3.1StandardizedStrategy8

3.1.1Definition8

3.1.2AdvantagesofStandardizedStrategy9

3.1.3DisadvantagesofStandardizedStrategy10

3.2LocalizedStrategy10

3.2.1Definition10

3.2.2NecessitiesofLocalizedStrategy11

3.2.3DisadvantagesofLocalizedStrategy13

3.3In-betweenStrategy—GlobalBrandwithLocalExecution14

3.3.1Definition14

3.3.2SeekingaBalance—CaseStudyofMcDonald’s15

4SuggestionsforAdvertisingofMultinationalsinChina17

5Conclusion19

5.1MajorFindingsoftheStudy19

5.2LimitationsandSuggestionsforFurtherResearch20

References21

1Introduction

EversincetheendoftheSecondWorldWar,greatstridehasbeentakeninworldtradeoverthepast60years.Thankstotheestablishmentofsomeinternationalandregionaleconomicorganizations,suchasWTO（in1995）,NAFTA（in1994）,EU（in1992）andAPEC（in1989）,economicboundariesbetweennationsgraduallyfadedaway.Ascorporationsindifferentcountriesrealizingthesubstantialpotentialforexpansionandprofittheinternationalmarketsprovide,theyaretakingtheinitiativeinparticipatingintheinternationalbusinessandturningtheirattentiontoforeignmarketswiththeaimtooccupyafavorableplaceinthefiercecompetition.Especiallythoseindevelopedcountries,whereslowpopulationgrowth,saturateddomesticmarkets,increasingforeigncompetitioninhibittheirfurtherdevelopment,havealreadybeguntolookabroadfornewmarketsandtastethehighprofitmarginsonforeignsoil,suchasBMW,Nestle,Nokia,McDonald’s,Nike,Toyota,CocaCola,Gillette,Samsung,Colgate（Waller,2002）.

China,theworld’sfastestgrowingeconomyandthelargestmarket,iswitnessingincreasingpresenceandinvolvementofmultinationalcorporations.Sofar,400outoftheworld’stop500multinationalcompanieshavemadeinvestmentsinover2000projectsinChina.Morethanhalfofthe500bigintheU.S.havesetupprojectsinChina.Itwasreportedthat19ofthe20biggestmanufacturersintheU.S.,19ofthe20biggestmanufacturersinJapanand9ofthetop10manufacturersinGermanyhaveallsetupinvestmentprogramsinChina（Lu,2002）.What’smore,morethan510thousandoverseas-fundedenterprisesfromnearly200countriesorareashavesettledinChina,coveringmanufacturing,trade,agricultureandsoon（He,2007）.Itisrarethatsomanymultinationalcorporationsinvestinthesamemarketsatthesametime.Alongwiththehugeopportunityfordevelopment,theChinesemarketalsobringswiththemfiercecompetitionandgreatthreat.Asplayersoftheinternationaleconomy,thesemultinationalcorporationshavenochoicebuttoenergeticallytaketheinitiativetomeettheinternationalchallengeandsafeguardtheirsphereofinfluence.

Ascompaniesaremoreinclinedtomarketandpromotetheirproductsandservicesinadifferentmarket,theyneedtohaveacomprehensiveandintensiveunderstandingofthedifficultytheywillfaceindevelopingandimplementingadvertising.Infact,thesecompaniesfacebothanunfamiliarmarketingenvironmentwithdifferenteconomicdevelopment,differentlegalconstraints,differentpublicinfrastructureanddifferentpoliticalsystemsandcustomerswithdifferentsetsofvalues,customsandconsumptionpatterns,aswellasdissimilarpurchasemotivesandabilities.Inordertooccupyanadvantageouspositioninthefiercecompetition,theyareadoptingdifferentmarketingstrategies.Asanimportantmeansofmarketingandpromotion,advertisingplaysaveryindispensablerole.

Advertisement,abridgetoconnectcustomerswithproduct,willgoesbeyondnationalandculturalboundaries.However,isitpossibletopersuadeconsumersindifferentmarketswiththesameadvertisingmessage?

Willtheyrespondfavorably?

Orshouldthemessagebecustomizedtoreflectthelocalculture?

Thesequestionsareamongthemostfundamentaldecisionswhencompaniesplananadvertisingcampaignindifferentcultures.

Intheinternationaladvertisingliterature,theissueofstandardizationversuslocalizationhasignitedalong-runningdebateamongthescholarsandpractitioners.Whilethisdebatestillgoesonandnoultimateagreementhasbeenreached,manypractitionerskeeponfailingtogettheirmessageacrossthetargetconsumers,evenoffendingthemasaresultofnottakingcareofthelocalcustoms,beliefs,values,economicreality,andlegalregulationsofanewmarket.Thepresent-daysituationofinternationaladvertisingnecessitatesfurthercross-culturalresearchtodemystifythedilemma,fortheveryreasonthatinternationaladvertisingisadvertisingthatreachesbeyondnationalandculturalboundaries,thatis,anattempttopersuadeitspotentialconsumersacrosscultures.

Tocomplywiththisdemand,thispaperemployscross-culturalcommunicationtheoryastheoreticalfoundationandmainlyexaminesculturalinfluenceonadvertisingstrategiesofmultinationalcorporationsinChina.Itadoptscontentanalysisandcasestudyasresearchmethods.TheresultofthispaperwillbeasupplementtotheliteratureoninternationaladvertisingandbeusedasreferenceforChinesecompaniesinforeignmarket.

2LiteratureReview

Th