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| 1 | 欧美品牌在中国的本土化传播案例研究显示文摘改革开放以来,欧美品牌纷纷落户中国。欧美市场与中国市场的巨大差异,迫使欧美品牌调整其在华广告活动。本研究通过对广告公司从业人员的深度访谈和查阅相关文献,获取16个案例,发现本土化策略分为四个层面:产品本土化、定位本土化、创意本土化、呈现本土化。其中,创意本土化最能体现文化的深层内涵:从'赋予个体独立于社会之外的意义'到'己在群中';亲子关系从独立平等转向儒家的亲慈子孝;夫妻关系从二人世界转向儒家的夫唱妇随、开枝散叶;在两性关系上,从取悦异性转向儒家对性别角色的社会期待。 | 马春梅 林升栋 余洁 | 2016 | 品牌2016，，1： | 3 |
| 2 | Analysis Of The International Marketing Mix显示文摘International marketing is defined as the performance of business activities that direct the flow of a company’s goods and services to consumers or users in more than one nation.Firstly,the marketing mix will be explained generally.Secondly,it will focus on the discussion about the international marketing mix,including four Ps:product,promotion,price,place(distribution).Finally,according to the analysis,the conclusion will be made that it is more difficult to realize the pure standardization of marketing mix,due to the great differences,such as culture differences,physical forces,economic forces,legal forces,between countries.The best way for international marketing mix is as Coca-Cola indicated,'think globally,but act locally'. | 李丽萍 | 2013 | 海外英语2013，，23： | 0 |
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