首页> 外文学位 >Glocalization, hybridization, and the converging brand designs of foreign and local brands: The two branding strategies in pre-1949 China.
【24h】

Glocalization, hybridization, and the converging brand designs of foreign and local brands: The two branding strategies in pre-1949 China.

机译:本地化,杂交以及外国和本地品牌的融合品牌设计:1949年前中国的两种品牌战略。

获取原文
获取原文并翻译 | 示例

摘要

Using content analysis and the historical comparative method, the present study applies Hybridity Theory (HT) to explore the process and possible results of the interaction between glocalization strategy and the induced local business responses in cross-cultural marketing.;This study employs content analysis and historical comparison method to analyze brand pictures published in pre-1949 China. Study results show that all three hypotheses are supported, indicating that foreign brands' localization strategy would.;induce responses from local companies, which eventually would hybridize the designs of both foreign and local brands. The study shows that dynamic features of applying branding strategies in cross-cultural contexts.;In addition, this study illustrates academic as well as practical implications. This study depicts how content analysis and historical comparison method can be used to find the hidden meanings and shifting patterns of marketing or branding strategies across cultures. The study also demonstrates that historical marketing strategies may still be employed to address current marketing issues.
机译:本研究使用内容分析和历史比较方法,运用杂交理论(HT)来探讨跨文化营销中全球本土化策略与当地商业反应之间相互作用的过程和可能的结果。历史比较方法来分析1949年前在中国发布的品牌图片。研究结果表明,这三个假设均得到支持,这表明外国品牌的本地化策略将引起本地公司的回应,最终将外国和本地品牌的设计融合在一起。研究表明,在跨文化环境中应用品牌战略的动态特征。此外,本研究还说明了学术和实践意义。这项研究描绘了如何使用内容分析和历史比较方法来发现跨文化的营销或品牌战略的隐藏含义和转移模式。该研究还表明,历史营销策略仍可用于解决当前的营销问题。

著录项

  • 作者

    Yan, Qiang.;

  • 作者单位

    New Mexico State University.;

  • 授予单位 New Mexico State University.;
  • 学科 Business Administration Marketing.
  • 学位 Ph.D.
  • 年度 2013
  • 页码 106 p.
  • 总页数 106
  • 原文格式 PDF
  • 正文语种 eng
  • 中图分类
  • 关键词

  • 入库时间 2022-08-17 11:41:09

相似文献

  • 外文文献
  • 中文文献
  • 专利
获取原文

客服邮箱:kefu@zhangqiaokeyan.com

京公网安备:11010802029741号 ICP备案号:京ICP备15016152号-6 六维联合信息科技 (北京) 有限公司©版权所有
  • 客服微信

  • 服务号