中西方老字號品牌網(wǎng)絡(luò)傳播對比研究.pdf

1、 分類號： 學(xué)校代碼：10069 密級： 研究生學(xué)號：Y20110136 A Comparative Study of Chinese and Western Time-honored Brands Communication in Internet Era 中西方老字

2、號品牌網(wǎng)絡(luò)傳播對比研究 中西方老字號品牌網(wǎng)絡(luò)傳播對比研究 研究生姓名：趙陽 專 業(yè) 名 稱 ：外國語言學(xué)及應(yīng)用語言學(xué) 指導(dǎo)教師姓名：劉淑梅 副教授 論文提交日期：二〇一四年五月 學(xué)位授予單位：天津商業(yè)大學(xué) Abstract Traditional Chinese saying “Good wine needs no bush” is not applicable for China Time-honored brands in the

3、twenty-first century any more. Chinese Time-honored brands should improve cross-cultural brand communication ability in the Internet era. Based on cross-cultural theory, this paper chooses 100 Top China Time-honored Bran

4、ds Value List in 2013 and brand Coca cola as the sample of study, trying to explore the present situation of China Time-honored brands website construction. The paper aims to strengthen China Time-honored brands communic

5、ation effectiveness. The first chapter is the general introduction of this paper. It includes research background, purpose of this paper, layout of this paper as well as the necessity and innovation of paper. The second

6、 chapter is the literature review. Chapter three includes study of Internet communication of brands. Chapter two and chapter three contain theories of cross-cultural communication, domestic and overseas researches and a

7、chievements of time-honored brands in cross-cultural communication. The introduction of Hofstede’s Value Dimensions is included. Besides, chapter three adopts Confucian Dynamism as theoretical basis to analyze Chinese cu

8、lture which is internalized in China Time-honored brands. The paper also makes comparative analysis between Wuliangye and Coca Cola’s brand communication strategy by means of Confucian Dynamism. The fourth chapter adopt

9、s quantitative method to analyze construction rate of China Time-honored Brands English websites. There are totally five aspects that need to be taken into consideration. They are website main color, website content, cul

10、ture column, interaction between web pages viewers and enterprises, online marketing. The paper also analyzes statistics and makes a summary of cross-cultural communication of time-honored brands. Chapter five makes a c

11、omparison between domestic brand (Wuliangye) and foreign brand (Coca Cola). The comparison includes website characteristics and cultural differences by adopting Hofstede’s Value Dimensions. Chapter six is the conclusion

12、part. China Time-honored brands have sober consciousness to participate in global market by establishing English version websites. But their consciousness is very weak. Confucianism not only affects China Time-honored br