资源描述：
《文化和市场的融合对跨国企业的市场营销策略的影响》由会员上传分享，免费在线阅读，更多相关内容在应用文档-天天文库。
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
2、翻译日期：2015.6.10山东建筑大学毕业论文外文文献及译文外文文献InfluencesofcultureandmarketconvergenceontheinternationaladvertisingstrategiesofmultinationalcorporationsinNorthAmerica,EuropeandAsiaPurpose–Thepurposeofthisresearchistostudycreativestrategyandexecutionasopposedtoall
3、elementsofmarketingandadvertisingstandardization.Itexploresthestandardizationmodel(e.g.global,glocal,local,andsinglecasestrategy)byexaminingtheinternationaladvertisingstrategiesthatmultinationalcorporations(MNCs)fromNorthAmerica,Europe,andAsiausedinth
4、eiradvertisingcampaignstargetingtwoculturallydifferentmarkets:theUnitedStatesandChina.Design/methodology/approach–Acontentanalysisof210printadvertisementscomparestheextentofstandardizationincreativestrategyandexecutionacrossproductcountryoforigin(Japa
5、n,Korea,Belgium,France,Germany,GreatBritain,theNetherlands,Sweden,Switzerland,andtheUnitedStates).Westernversusnon-Westernculturalcuesarealsocodedandexamined.Findings–Overall,MNCsaremorelikelytoadopttheglocalstrategythananyotherstrategiesintheirintern
6、ationalcampaigns.Specifically,EU-basedMNCstendtopursuetheglobalstrategy,whereastheNorthAmerica-basedMNCsseemtofavortheglocalstrategyandAsia-basedMNCstendtouselocalstrategy.Westernandnon-WesternculturalvaluesarefoundtomanifestintheAmericanandChineseads
7、similarly,indicatingatrendofincreasingsimilarityininternationaladvertisinginfaceofglobalconsumerculture.Researchlimitations/implications–Theresultsofthiscontentanalysisprovideafullerpictureinunderstandingthelong-standingissuesofstandardizationinintern
8、ationaladvertisingbecauseofanapproachtoanalyzecreativestrategyseparatelyfromexecution.However,contentanalysisisinherentlylimitedininferringcausalitybetweenobservedpatternsandmechanisms/variablesthataccountforthepatterns.Also,thetimeframeforsam
