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1、山东建筑大学毕业论文外文文献及译文本科毕业论文外文文献及译文文献、资料题目：InfluencesofcultureandmarketconvergenceontheinternationaladvertisingstrategiesofmultinationalcorporationsinNorthAmerica,EuropeandAsia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山东建
2、筑大学毕业论文外文文献及译文外文文献InfluencesofcultureandmarketconvergenceontheinternationaladvertisingstrategiesofmultinationalcorporationsinNorthAmerica,EuropeandAsiaPurpose–Thepurposeofthisresearchistostudycreativestrategyandexecutionasopposedtoallelementsofmarketingandadvertisings
3、tandardization.Itexploresthestandardizationmodel(e.g.global,glocal,local,andsinglecasestrategy)byexaminingtheinternationaladvertisingstrategiesthatmultinationalcorporations(MNCs)fromNorthAmerica,Europe,andAsiausedintheiradvertisingcampaignstargetingtwoculturallydiffer
4、entmarkets:theUnitedStatesandChina.Design/methodology/approach–Acontentanalysisof210printadvertisementscomparestheextentofstandardizationincreativestrategyandexecutionacrossproductcountryoforigin(Japan,Korea,Belgium,France,Germany,GreatBritain,theNetherlands,Sweden,Sw
5、itzerland,andtheUnitedStates).Westernversusnon-Westernculturalcuesarealsocodedandexamined.Findings–Overall,MNCsaremorelikelytoadopttheglocalstrategythananyotherstrategiesintheirinternationalcampaigns.Specifically,EU-basedMNCstendtopursuetheglobalstrategy,whereastheNor
6、thAmerica-basedMNCsseemtofavortheglocalstrategyandAsia-basedMNCstendtouselocalstrategy.Westernandnon-WesternculturalvaluesarefoundtomanifestintheAmericanandChineseadssimilarly,indicatingatrendofincreasingsimilarityininternationaladvertisinginfaceofglobalconsumercultur
7、e.Researchlimitations/implications–Theresultsofthiscontentanalysisprovideafullerpictureinunderstandingthelong-standingissuesofstandardizationininternationaladvertisingbecauseofanapproachtoanalyzecreativestrategyseparatelyfromexecution.However,contentanalysisisinherent
8、lylimitedininferringcausalitybetweenobservedpatternsandmechanisms/variablesthataccountforthepatterns.Also,thetimeframeforsam
