文化和市场的融合对跨国企业的市场营销策略的影响毕业论文(编辑修改稿)

文化和市场的融合对跨国企业的市场营销策略的影响毕业论文(编辑修改稿)内容摘要：

with highly adapted execution, by which the transfer of a centrally set creative strategy across borders with each market executing the strategy according to its environment. The local strategy is characterized as a highly adapted creative strategy acpanied with highly adapted execution, by which MNCs localize the creative concept, positioning, and actual production of the advertising message .according to the specific sociocultural conditions of the market where they advertise. The single case strategy represents a bination of a highly adapted creative strategy with highly standardized execution. Although Wei and Jiang’s (2020) standardization model provides a new perspective to 山东建筑大学毕业论文外文文献及译文 7 examine the longstanding standardization issue in international advertising research, it may not be theoretically sophisticated enough to delimit the research focus to advertising itself. After all, advertising strategy hinges upon a business anization’s positioning strategy (Fill, 1999。 Ries and Trout, 1986), which is the key element of modern marketing management (Hooley et al., 1998。 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 of cultures without a clear anchorage in any one territory” (Hannerz, 1990, p. 237). Recognizing the emergence of GCC, Alden et al. (1999) proposed a series of brand positioning strategies across cultural borders。 the strategies range along a continuum anchored by being global and being local, from global consumer culture positioning (GCCP) and foreign consumer culture positioning (FCCP) to local consumer culture positioning (LCCP). Specifically, GCCP refers to a strategy that “associates the brand with a widely understood and recognized set of symbols believed to constitute emerging global consumer culture” (Alden et al., 1999, p. 75). It resonates with increasingly global segments of consumers (Okazaki et al., 2020). On the other hand, FCCP refers to a strategy that “positions the brand as symbolic of a specific foreign consumer culture。 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 山东建筑大学毕业论文外文文献及译文 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? 山东建筑大。