摘要
全球化背景下,通过全球广告策略来建立和维护能被不同国家市场普遍接受的具有独特形象的全球品牌是跨国公司亟需解决的问题,本文据此提出了全球广告标准化与全球品牌一致性的关系模型。全球广告在综合考虑企业内外部因素的前提下,通过战略、执行和语言的不同程度的标准化,可以塑造全球品牌的识别和全球品牌形象,进而实现全球品牌个性、文化、定位和价值的一致性,并最终促使全球品牌正面性、认知度和忠诚度的提升。
In globalization, multinational companies need to establish and maintain global brands which not only have unique images, but also are generally accepted by different countries＇ markets through successful global advertising strategies. Based on it, the paper proposes a relationship model for global standardized advertising and consistent brands. Under the premise of external and internal conditions, through different standardization degree of global advertisements in strategy, execution and languages, we can create global brand recognitions and images, and achieve global brand consistency in personality, culture, location and value, and then promote positive impression, awareness and loyalty of global brands.
出处
《财经论丛》
CSSCI
北大核心
2011年第6期99-104,共6页
Collected Essays on Finance and Economics
基金
国家自然科学基金资助项目(70872054)
关键词
全球广告
标准化
全球品牌
一致性
关系模型
global
advertising
standard＇zation
global brand
consistency
relationship model
