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1、知识产权声明本人完全了解西安外国语大学有关知识产权的规定，即：研究生在校攻读硕士学位期间论文工作的知识产权单位属西安外国语大学。本人保证毕业离校后5年以内（自办理离校手续之日起），发表论文或使用论文工作成果时署名单位仍然为西安外国语大学。学校有权保留送交论文的复印件和磁盘文件，允许论文被查阅和借阅；学校可以公布论文的全部或部分内容，可以采用影印、缩印或其他复制手段保存论文。作者签名：日期：年月日-vi万方数据ACKNOWLEDGEMENTSFirstly,I‘dliketoexpressmytremendousthankstomysupervisorQunhangXu
2、,whohasgivenmegreatguidanceandencouragementthroughthewholethesiswritingprocess.Mysupervisorhasbeenofagreathelptomeespeciallyforherpatientreading,carefulrevision,wisecommentsandconstructivesuggestionsonmythesis.Secondly,I‘dliketoexpressmythankstoalltheteachersandprofessorsatXISUfortheire
3、nlighteninglectureswhichhavebeenbenefitedmealot.Thirdly,I‘dliketoexpressmyheartfeltthankstomybelovedfamilyandfriends,withoutwhomIcouldneverhavefinishedthisthesis.Thelastbutnottheleast,I‘dliketoexpressmythankstomyclassmatesandroommatesfortheirsupportswiththeirwholeheart.-vii万方数据ABSTRACTA
4、sthemostpopularsocialinformationnetworkinChina,WeChatisactivelythcarryingouttheglobalexpansion.OnFebruary25,2013,TencentannouncedtoestablishadatacenterintheUSshowingthatWeChatofficiallystartstoexpandtheUSmarket.Nevertheless,itisofgreatdifficultytomerelycopythesuccessfulpathofWeChatinChi
5、natotheUSmarketduetotheculturalbarriers.Therefore,itissignificanttostudyWeChatenteringtheUSmarketfromtheinterculturalperspective.TodigintothereasonwhyWeChatfacesgreatchallengesintheUSmarket,thethesisstudiesboththemarketingstrategiesthatWeChatappliedintotheUSmarketandthecharacteristicsof
6、ChineseculturereflectedinWeChat.ThenitmakesafurtheranalysisonexaminingtheAmericancultureanditscharacteristics,inordertofindouthowChinesecultureconflictswithAmericanculture,andleadstotheunsatisfyingresultsinenteringtheUSmarket.BasedonHofstede-Bond‘s(1980)culturaldimensionstheory,thethesi
7、shasacloseprobeintotheculturalparametersthatinfluencetheperformanceofWeChatinSino-Americanmarketrespectively.Astheyhaveaclosestlinkwiththepresenttopic,threeculturaldimensions—collectivismvsindividualism,uncertaintyavoidanceandlong-termorientation,areselectedtoconstitutethetheor
