摘要
跨文化广告传播的本土化策略已成为品牌全球化经营过程中行之有效的营销传播策略。洋品牌在向我国进行跨文化广告传播实践中常会遭遇各种文化困境,从精神文化、制度文化、物质文化三大层面制订和实施跨文化广告传播的中国化策略,是洋品牌获得中国消费者信赖和忠诚的法宝。
The localization strategy of cross-cultural advertising communication has become an efficient market- ing communication strategy in the operation process of brand globalization. Foreign brands may often encounter various kinds of cultural dilemma in cross-cultural advertising communication practice in China. To effectively gain trust and loyalty of Chinese customers, it is necessary for foreign brands to formulate and implement Sinicization strategy of cross-cultural advertising communication from the three levels： spiritual culture, system culture and material culture.
出处
《广西经济管理干部学院学报》
2014年第1期54-58,共5页
Journal of GuangXi Cadres College of Economic and Management
关键词
洋品牌
跨文化广告传播
中国化策略
Foreign Brand
Cross-cuhural Advertising Communication
Sinicization Strategy
