跨文化角度下的品牌营销策略研究_英语论文

A Study on Brand Marketing Strategy from the Cross-cultural Perspective

摘要

在当今社会中，经济全球化是不可阻挡的，商品经济已经形成了跨文化的品牌传奇，如肯德基，麦当劳，三星，苹果等。人们将面临无数的危机，但危机与挑战并存， 这意味着在企业的发展过程中，存在许多挑战，同时也有很多机会。 所以重要的是让他们的品牌成功地被另一种文化的消费者所接受，并将他们的品牌扩展和推广到不同文化的不同民族的心中。 因此，本文将从跨文化的角度对品牌营销策略进行分析。

关键词：跨文化；品牌营销；策略

Abstract

In today’s society, globalization of economy is unstoppable, thus, commodity economy has created cross-cultural brand legends, such as KFC, McDonald’s, Samsung, iphone... People will be faced with countless crises, however, crisis and challenges do  coexist, which means in the development process of the enterprise, there are many  challenges and at the same time as many opportunities. So it is important to make their brands successfully accepted by consumers of another culture and to extend and market their brands into the hearts of different peoples from different cultures. Therefore, this essay will make an analysis of brand marketing strategies from the perspective of cross-cultures.

Key Words: cross-culture; brand marketing; strategy

Contents

Acknowledegments i

Abstract & Key Words in English .ⅱ

Abatract & Key Words in Chinese. .ⅲ

Introduction1

1.The definition and characteristics of cross-cultural marketing strategy in international market.1 

1.1 The definition of cross-cultural marketing strategy.1

1.2 The characteristics of cross-cultural marketing strategy2

2. The importance of cross-cultural strategy in international marketing.3

2.1 Cultural conflict is an obstacle of cross-cultural marketing.3

2.2 The impact of cultural conflict on international marketing4

3. The outline of cross - cultural strategy in international marketing.4 

3.1 Pre-prepared strategy4

3.2 localization strategy4

3.3 cultural adaptation strategies.6

3.4 dynamic adaptation strategies.7

3.5 cultural change strategy 7

3.6 cultural evasion strategy.7

4. The problems and solutions of cross - cultural strategy in international marketing8

    4.1 The problems of intercultural strategies in international marketing8        

4.2 The solutions in the cross-cultural marketing strategy.8

5. The actual cases of cross - cultural brand marketing strategy .8

    5.1 ZARA .9

    5.2 H&M 11

Conclusion .14

References .16