基于扎根理论的中国品牌跨文化传播影响因素模型研究

发布时间：2024-03-29 20:06

　　随着经济全球化进程加快以及互联网技术的迅速发展,世界各国之间的跨文化交流日益频繁与活跃,而这种反映在商品市场上的跨文化交际活动,就成为了品牌的跨文化传播。自改革开放以来,我国经济发展迅速,建立中国国际品牌的必要性日益突显。但是面对复杂的世界文化环境,中国品牌在跨文化传播过程中难免会因为价值观、民族文化或信仰理念等方面的差异与东道国产生文化冲突,不利于我国品牌的长久持续发展。本文基于扎根理论的研究方法,选取“华为”,“小米”和“联想”三个品牌作为研究对象,通过外国媒体新闻和海外社交软件采集数据,以此探究中国品牌跨文化传播的内外影响因素以及它们之间典型的关系结构,从而构建影响因素及作用机制模型,并提出相应的沟通策略。研究发现:(1)经过三级编码共得到6个对中国品牌跨文化传播存在显著影响的主范畴,其中跨文化传播意识、跨文化传播行为的主动性、跨文化传播理念的前瞻性为内部影响因素,文化冲突、消费者认知、不可控因素为外部影响因素。(2)通过分析它们之间关系提出了“意识-行为-理念”作用机制模型。其中意识是品牌跨文化传播的内因,并影响跨文化传播行为;跨文化传播行为可总结并形成理念,理念又对行为起指导...

【文章页数】：82 页

【学位级别】：硕士

【文章目录】：
摘要
Abstract
Chapter 1 Introduction
    1.1 Research Background
    1.2 Purpose and Significance of the Research
    1.3 Structure of the Research
Chapter 2 Literature Review
    2.1 Previous Studies on Cross-cultural Communication
        2.1.1 Previous Studies on Cross-cultural Communication Abroad
        2.1.2 Previous Studies on Cross-cultural Communication at Home
    2.2 Previous Studies on Cross-cultural Communication of Brands
        2.2.1 Previous Studies on Cross-cultural Communication of Brands Abroad
        2.2.2 Previous Studies on Cross-cultural Communication of Brands at Home
Chapter 3 Theoretical Framework
    3.1 The Overview and Applicability of Grounded Theory
        3.1.1 The Overview of Grounded Theory
        3.1.2 The Applicability of Grounded Theory
    3.2 The Development of Grounded Theory
    3.3 The Framework Guide Mode of Grounded Theory
        3.3.1 Operating Steps of Grounded Theory
        3.3.2 The Guiding Principles of Grounded Theory
Chapter 4 Methodology
    4.1 Sampling Strategy
    4.2 Data Collection
    4.3 Data Analysis
        4.3.1 Open Coding
        4.3.2 Axial Coding
        4.3.3 Selective Coding
        4.3.4 Theoretical Saturation Test
Chapter 5 Results and Discussion
    5.1 Internal and External Influencing Factors
        5.1.1 Cross-cultural Communication Awareness
        5.1.2 The Initiative of Cross-cultural Communication Behavior
        5.1.3 Cultural Conflict
        5.1.4 Consumer Cognition
        5.1.5 Perspectiveness of Cross-cultural Communication Concept
        5.1.6 Uncontrollable Factors
    5.2 Influencing Factors and Interaction Mechanism Model
        5.2.1 The Overall Framework of the Conceptual Model
        5.2.2 The Influence of Cross-cultural Communication Awareness in “Awareness --behavior”
        5.2.3 The Relationships among Three Moderators in “Awareness -- behavior”
        5.2.4 The Relationships between Moderators in “Behavior -- concept”
    5.3 The Strategies of Cross-cultural Communication of Chinese Bands
        5.3.1 Avoiding Cultural Conflicts and Developing Localized Strategies
        5.3.2 Enhancing the Awareness of Cultural Choice and Giving Play to theEnterprises’ Initiative
        5.3.3 Paying Attention to Consumer Feedback and Grasping the CoreConnotation of the Brands
        5.3.4 Bewaring of Cultural Convergence
Chapter 6 Conclusion
    6.1 Major Findings
        6.1.1 Internal and External Influencing Factors
        6.1.2 Influencing Factors and Interaction Mechanism Model
        6.1.3 Cross-cultural Communication of Chinese Brands Strategies
    6.2 Innovations of the Research
    6.3 Limitations and Suggestions for Further Research
Appendix
References
ACKNOWLEDGEMENT



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