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论文编号：	734
作者编号：	2120062069
上传时间：	2008/6/21 23:37:37
中文题目：	全球品牌与全球广告关系模型及其
英文题目：	Research on global brand-adver
指导老师：	吴晓云
中文关键字：	全球广告 全球品牌 标准化与适应
英文关键字：	Global Advertising Global Br
中文摘要：	广告，是日常生活中沟通企业与消费者最为重要的手段之一。通过广告，企业树立自己的形象，打造自己的品牌，宣传自己的产品；通过广告，消费者认识企业，进行品牌选择，激发购买欲望。一直以来，对于广告关注最多的是其对于销售的促进，因为广告的目的就是销售产品。但只从广告与销售的角度来研究广告，容易造成广告策略的短视性；而从长期来看，广告对于企业最重要的影响，在于对品牌的打造，从而影响企业的品牌资产。在竞争加剧、产品日益同质化的今天，品牌的地位已经得到认可，品牌资产作为企业最为重要的一项无形资产，已经成为企业长期发展和赢得市场的关键。 放大到全球化的背景下，广告与品牌的关系就更为重要。对于一个在全球范围内开展业务的跨国公司，拥有一个强有力的全球品牌是其成功的关键。如何通过成功的全球广告策略来建立及维护一个既具有自身独特内涵、统一风格，又能被不同国家市场顾客所普遍接受喜爱的全球品牌，是每个跨国公司都需要面临的问题。 因此，本研究从打造全球品牌的角度，探讨全球广告策略的标准化与适应性的选择问题。以保证全球品牌识别和全球品牌形象的一致性为基本出发点，结合全球广告本身的影响因素，从而构建出全球品牌与全球广告关系模型。本文采用定性研究方法，以理论分析为主，首先在对全球广告的标准化与适应性相关理论进行梳理的基础上，结合对品牌识别与品牌形象的回顾，以及品牌与广告的关系，作为构建全球品牌与全球广告关系模型的基础；在此基础上设计全球广告执行策略标准化/适应性选择表及矩阵，对广告执行策略要素的标准化/适应性选择提供具有可操作性的分析方法；最后对于辅助执行策略实施的媒体和广告代理商的策略进行探讨。 本论文的主要研究成果是，在以往对于全球广告标准化与适应性的研究的基础上，对相关影响因素进行提炼，同时从打造一致性的全球品牌形象的需要出发，为全球广告策略标准化与适应性的选择提供一个新的分析视角，可操作性的分析方法为实践活动提供参考和借鉴。
英文摘要：	Advertising is the most important tool of communication between a company and its customers. On one hand, through ad, a company can build its image, create its brand, and promote its products; on the other hand, the customers can understand about the company, make brand choices, and be encouraged to buy the products. For a long time, the focus of advertising is its assist to sales, since the purpose of ad is selling products. However, this focus may lead to myopia; in the long run, the most important effect of advertising on a company is its support to brand building, thus influence the brand equity. Today, with the more fierce competition and more homogeneous products, the importance of brand is widely recognized; brand equity, as one of the most important intangible assets, is becoming the key to long term development and market share. In the context of globalization, the relation between advertising and brand is more significant. For a multinational company that wants to do business around the world, a strong global brand is critical to success. How to use successful global advertising strategies to build a brand, which has special and unique character as well as a universal acceptance by customers of different countries, is a problem in the face of all multinationals. Therefore, this paper discusses the standardization/adaptation choice in the perspective of building global brand. In order to achieve consistency of global brand identity and global brand image, and combine the factors that influence global advertising, this paper build the global brand and global advertising relationship model. This paper uses qualitative method with theoretical analysis in chief. It reviews the theories concerning standardization/adaptation choice of global advertising strategies, and also the literatures about brand identity and brand image. These together support a theoretical platform for global brand and global advertising relationship model. Further, this paper designs the global advertising executive strategy standardization/adaptation table and matrix to provide an operationable method to make standardization/adaptation choice of global advertising executive strategies. At last, this paper discusses the media and agency strategy as the assistant of executive strategies. The achievements of this paper are as follows: Firstly, on the basis of previous studies, this paper extracts influence factors of global advertising strategies. Secondly, taking the global brand building into account, this paper provides a new analysis perspective on the request of a global brand image for the standardization/adaptation choice of advertising strategy. Finally, the operationable method provided in this paper is more useful for multinationals’ advertising practices.
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