摘 要
在全球化背景下，跨文化因素对品牌形象的国际化传播产生深刻影响，为提升品牌在国际市场的竞争力和影响力，本研究聚焦跨文化背景下品牌形象的国际化传播策略。通过文献分析、案例研究与实证调查相结合的方法，系统探讨了不同文化语境下品牌形象构建的关键要素及传播路径。研究发现，成功的国际化品牌形象需兼顾本土化与全球化特征，在保持品牌核心价值的同时，灵活适应目标市场的文化差异。创新性地提出“文化共鸣点”概念，即寻找品牌理念与当地文化的契合之处，以增强消费者认同感。研究结果表明，基于文化洞察的品牌故事讲述、符号体系构建以及多渠道整合传播是实现有效跨文化传播的重要途径。
关键词：跨文化传播 品牌形象 本土化
Abstract
In the context of globalization, cross-cultural factors have a profound impact on the international communication of brand image. In order to enhance the competitiveness and influence of the brand in the international market, this research focuses on the international communication strategy of brand image in the cross-cultural background. Through the combination of literature analysis, case study and empirical investigation, the key elements and communication paths of brand image construction in different cultural contexts are systematically explored. The study shows that a successful international brand image should take into account the characteristics of localization and globalization, maintain the core value of the brand, and flexibly adapt to the cultural differences of the target market.innovatively put forward the concept of "cultural resonance point", that is, to find the fit between the brand concept and the local culture, to enhance the sense of identity of consumers. The results show that brand story telling, symbol system construction and multi-channel integrated communication are important ways to achieve effective cross-cultural communication.
Keyword:Cross-cultural communication brand image localization
目 录
1绪论 5
1.1研究背景与意义 5
1.2国内外研究现状 5
1.3研究方法概述 5
2跨文化传播中的文化差异分析 6
2.1文化维度理论应用 6
2.2价值观差异对品牌影响 7
2.3消费者行为的文化特征 7
3品牌形象的国际化塑造策略 8
3.1品牌定位的跨文化考量 8
3.2品牌故事的全球化叙事 9
3.3品牌视觉形象设计原则 9
4国际化传播渠道与媒介选择 10
4.1社交媒体平台的跨文化适应 10
4.2传统媒体与新兴媒体融合 10
4.3跨境电商平台的品牌推广 11
5结论 11
参考文献 13
致谢 14
在全球化背景下，跨文化因素对品牌形象的国际化传播产生深刻影响，为提升品牌在国际市场的竞争力和影响力，本研究聚焦跨文化背景下品牌形象的国际化传播策略。通过文献分析、案例研究与实证调查相结合的方法，系统探讨了不同文化语境下品牌形象构建的关键要素及传播路径。研究发现，成功的国际化品牌形象需兼顾本土化与全球化特征，在保持品牌核心价值的同时，灵活适应目标市场的文化差异。创新性地提出“文化共鸣点”概念，即寻找品牌理念与当地文化的契合之处，以增强消费者认同感。研究结果表明，基于文化洞察的品牌故事讲述、符号体系构建以及多渠道整合传播是实现有效跨文化传播的重要途径。
关键词：跨文化传播 品牌形象 本土化
Abstract
In the context of globalization, cross-cultural factors have a profound impact on the international communication of brand image. In order to enhance the competitiveness and influence of the brand in the international market, this research focuses on the international communication strategy of brand image in the cross-cultural background. Through the combination of literature analysis, case study and empirical investigation, the key elements and communication paths of brand image construction in different cultural contexts are systematically explored. The study shows that a successful international brand image should take into account the characteristics of localization and globalization, maintain the core value of the brand, and flexibly adapt to the cultural differences of the target market.innovatively put forward the concept of "cultural resonance point", that is, to find the fit between the brand concept and the local culture, to enhance the sense of identity of consumers. The results show that brand story telling, symbol system construction and multi-channel integrated communication are important ways to achieve effective cross-cultural communication.
Keyword:Cross-cultural communication brand image localization
目 录
1绪论 5
1.1研究背景与意义 5
1.2国内外研究现状 5
1.3研究方法概述 5
2跨文化传播中的文化差异分析 6
2.1文化维度理论应用 6
2.2价值观差异对品牌影响 7
2.3消费者行为的文化特征 7
3品牌形象的国际化塑造策略 8
3.1品牌定位的跨文化考量 8
3.2品牌故事的全球化叙事 9
3.3品牌视觉形象设计原则 9
4国际化传播渠道与媒介选择 10
4.1社交媒体平台的跨文化适应 10
4.2传统媒体与新兴媒体融合 10
4.3跨境电商平台的品牌推广 11
5结论 11
参考文献 13
致谢 14
