本科毕业论文---文化和市场的融合对跨国企业的市场营销策略的影响.docVIP

本科毕业论文 外文文献及译文 文献、资料题目：Influences of culture and market convergence on the international advertising strategies of multinational corporations in North America, Europe and Asia 文献、资料来源：网络 文献、资料发表（出版）日期：2012.6 院 （部）： 商学院 专 业： 市场营销 班 级： 营销111 姓 名： 李小乐 学 号： 2011091422 指导教师： 高桂平 翻译日期： 2015.6.10 外文文献 Influences of culture and market convergence on the international advertising strategies of multinational corporations in North America, Europe and Asia Purpose – The purpose of this research is to study creative strategy and execution as opposed to all elements of marketing and advertising standardization. It explores the standardization model (e.g. global, glocal, local, and single case strategy) by examining the international advertising strategies that multinational corporations (MNCs) from North America, Europe, and Asia used in their advertising campaigns targeting two culturally different markets: the United States and China. Design/methodology/approach – A content analysis of 210 print advertisements compares the extent of standardization in creative strategy and execution across product country of origin ( Japan, Korea, Belgium, France, Germany, Great Britain, the Netherlands, Sweden, Switzerland, and the United States). Western versus non-Western cultural cues are also coded and examined. Findings – Overall, MNCs are more likely to adopt the glocal strategy than any other strategies in their international campaigns. Specifically, EU-based MNCs tend to pursue the global strategy, whereas the North America-based MNCs seem to favor the glocal strategy and Asia-based MNCs tend to use local strategy. Western and non-Western cultural values are found to manifest in the American and Chinese ads similarly, indicating a trend of increasing similarity in international advertising in face of global consumer culture. Research limitations/implications – The results of this content analysis provide a fuller picture