文化和市場(chǎng)的融合對(duì)跨國(guó)企業(yè)的市場(chǎng)營(yíng)銷(xiāo)策略的影響畢業(yè)論文-文庫(kù)吧資料
2024-09-05 13:16本頁(yè)面
【正文】 gher (1990). Drawing on previous advertising literature and value research in other disciplines, Pollay (1983) developed a coding framework of 42 mon advertising appeals, which were considered as effective to “shed much light on the nature of cultural values manifest in advertising messages” (Chan and Cheng, 2020, p. 387). Furthermore, Pollay and Gallagher (1990) conducted an empirical test and identified 25 cultural values frequently depicted in advertisements in North America. Their study led to numerous followup studies (. McIntyre and Wei, 1998). In the same vein, scholars (Cheng and Schweitzer, 1996。 Laroche et al., 2020。 Zou and Volz, 2020). In the context of international advertising, it has been a recognized ponent of an MNC’s broader GMS. Therefore, it has been theorized to be under the influence of both the MNC’s external industry characteristics and internal anizational attributes (Zou and Volz, 2020). Past studies (Cavusgil et al., 1993。 Zou and Volz, 2020), also hold the potential explanatory power on the issue of advertising standardization. As a broad conceptualization, the GMS examines “the extent to which an MNC globalizes its marketing strategies in various country markets through the standardization of the marketing mix variables, concentration and coordinating of its valueadding activities, and integration of its petitive moves across the country markets” (Zou and Volz,2020, p. 59). The GMS theory has its conceptual roots in the industrial anization (IO) theory and the resourcebased view (RBV) theory. The key premise of IO is that external forces impose a varying degree of pressures on a firm, and only firms that respond to the pressures with a successful strategy will survive and thrive (Scherer and Ross, 1990。 that is, a brand whose personality, use occasion, and/or user group are associated with a foreign culture” (Alden et al., 1999, p. 78). Moreover, LCCP is defined as a strategy that “associates the brand with local cultural meanings, reflects the local culture’s norms and identities, is portrayed as consumed by local people in the national culture, and/or is depicted as locally produced for local people” (Alden et al., 1999, p. 78). The above brand positioning strategies illuminate how MNCs market their products in coping with the growth of global markets. On the other hand, these strategies cannot be simply considered as conceptually equal to the standardization and localization strategies in 山東建筑大學(xué)畢業(yè)論文外文文獻(xiàn)及譯文 8 international advertising. As Alden et al. (1999) explained, both GCCP and FCCP (. Louis Jadot wine was positioned globally as a “taste” of France) can be employed in a standardized advertising campaign. At the extreme, a marketing manager may possibly position a brand using GCCP in one national market, FCCP in a second, and LCCP in a third. Even GCCP may be municated (somewhat) differently in each market. Undoubtedly, the concepts of GCC and GCCP help clarify the longstanding standardization vs adaptation debate in international advertising (Akaka and Alden, 2020). They suggest that global brand advertising may benefit the most from a bined or hybrid approach (. a bination of the standardization and adaptation approaches). According to Akaka and Alden (2020), GCCP is a valid marketing strategy in which “international advertising plays an important role in transferring cultural messages and portraying globally shared signs.” However, “certain symbols associated with the construct (. basic and subordinatelevel symbols) may vary across cultures” (p. 50). In summary, the positioning strategies derived from GCCP advance the understanding of how branding transcends cultural boundaries, and how international advertising works in the context of global brands (Okazaki et al., 2020). Based on the above review of GCC and GCCP at the strategic level, we expect the sampled ads in this study to show a dynamic variation of standardization in the meaningtransfer process, in which the advertised brand is associated with other signs that reflect its original cultural orientation (. language, esthetics, symbols, and story themes). Therefore, this study examines the standardization model across nations and continents to seek a better understanding of how MNCs selected from different countries use different standardization strategies in their international advertising campaigns targeting two culturally different markets. Informed by Wei and Jiang’s (2020) standardization model, we investigate MNCs’ international advertising strategy from the two distinctive dimensions of creative strategy and execution. A research question is proposed to explore the pattern of configuration of creative strategies and execution in the sampled advertisements: RQ1. Operating in the age of GCC, how do MNCs juggle the balance between standardization and adaptation strategies in their international advertising in culturally different markets? 山東建筑大學(xué)畢業(yè)論文外文文獻(xiàn)及譯文 9 Market convergence and advertising standardization In addition to GCCP theory, other major marketing strategy theories, especially the GMS theory (Zou and Cavusgil, 2020。 Kotler, 2020). Therefore, the positioning literature is reviewed next to shed light on the international advertising strategy issue at the broad and strategic level. GCCT is one of the newest and widely applied frameworks in understanding the new realities of globalized markets (Okazaki et al, 2020). Akaka and Alden (2020) defined global consumer culture (GCC) as “a collection of mon signs and symbols, including brands that are understood by significant numbers of consumers in urban markets around the world” (p. 37). GCC theorists argue that a global culture of consumption is emerging as a result of the “increasing interconnectedness of varied local cultures as well as through development o
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