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摘要经济全球化时代下，世界各国著名品牌纷纷登陆中国，中国品牌也不断向外进军。跨文化品牌传播已成为当今时代的热点与难点，也是各国企业开拓海外市场的关键性步骤。在跨文化品牌营销传播过程中，有些品牌世界闻名，而有些品牌在大浪淘沙中已不见踪影，可谓差距甚远。国内关于跨文化视角的文献很多，然而，关于跨文化品牌传播的文献尚不多见，且大多零散，这就使企业在进行跨文化品牌传播过程中缺少借鉴。针对以上情况，本文在国内外研究跨文化品牌传播的基础上，以跨文化的视角，以中华老字号的跨文化品牌传播和法国欧莱雅的中国营销为例，分析跨文化品牌传播中存在传播内容、传播方式、品牌翻译和企业知识产权保护的问题,从主客观两个大方面分析这些问题的成因。通过对跨文化品牌传播中传播者与受众的双向文化诉求分析，本文从企业、政府以及媒体三个层面提出解决问题的对策。51791
毕业论文关键词：跨文化；品牌传播；老字号
Analysis on cross-cultural brand communication
Abstract
In the times of economic globalization, a number of brands from the other countries of the world subsequently pour into the market of China while brands originated from China are going out. Cross-cultural brand communication has become the hard nut and hot point of the times. It also has become the essential procedure when corporations of all over the world decide to exploit the overseas market. In the process of cultural-cross brand communication, some brands enjoy the reputation from all over the world, but some brands have disappeared without leaving any trace. What a big difference! In our country, there is a lot of document in the intercultural perspective, however, there is not much document about cross-cultural brand communication. Even though people can find these document, the process is tough. The situation results in the lack of the reference for corporations. According to the current situation, this paper analyzes the problems corporations met when they conducted cross-cultural brand communication and the clauses to these problems. This paper is based on the domestic and overseas analysis on cross-cultural brand promotion, from the angle of inter-culture, taking the cross-cultural brand communication of China time-honored brand and French Loreal as examples. By analyzing the cultural appeals of spreader and target audience in the process of cross-cultural brand promotion, this paper raises the solution to solve and relieve the problem.
Key Words: Cross-culture； Brand communication； China time-honored brand
目录
摘要-Ⅰ
Abstract-Ⅱ
目录-Ⅲ
一、引言-1
（一）研究背景及研究意义--1
（二）研究方法-1
（三）本文创新点 2
二、跨文化品牌营销传播的研究现状--3
三、跨文化品牌传播过程中存在的问题--5
（一）跨文化品牌营销传播内容存在的问题7
（二）跨文化品牌传播方式存在的问题8
（三）跨文化传播中品牌翻译存在的问题8
（四）企业知识产权保护意识淡薄9
四、跨文化品牌传播过程中问题的成因--10
（一）主观原因--10
1、企业对品牌认知不准确-10
2、企业缺乏品牌经营思维-10
3、企业对本土文化重视不够--10
4、企业在跨文化品牌传播中盲目冒进11
（二）客观原因11
1、成功案例较少，无经验可循11