摘要
越来越多的跨国企业正在把目光投向中国市场，但并不是每一家公司都能顺利达到自己的目的，成功占领市场的关键在于对国家间文化异同的深入理解和如何把它在实践中体现出来。多芬——联合利华最有价值的品牌，用它独特的营销技巧和关于“美丽”全新的理解，已经成功吸引了广大中国女性。
本文将主要叙述多芬在中西方市场的营销活动，略论得出其中的差异点，从而解读其中体现的中西方对于女性美的标准。
首先，本文将会介绍国内外现有的对于多芬的探讨成果，英语论文，然后介绍MacCannell and Flower MacCannell的“美丽体系”，这一理论是我们接下来略论多芬市场营销活动的重要工具。接着对多芬在中西方市场的营销活动进行略论，得出其中的差异点，我们将从三个方面对不同点进行展开：品牌名称翻译，身体尺寸和女性肌肤。最后，英语毕业论文，本文将总结多芬在中西方市场营销活动文化层面的意义：对美的再定义。
本文不仅是对女性美探讨的必要补充，也为跨国企业尤其是美容行业的企业如何向其他国家推广自己的品牌提供参考依据。
关键词：跨文化交流，女性美，文化解读，多芬，市场营销
Abstract
More and more multinational companies have turned their eyes to Chinese market, but not every one of them can achieve the final success. The point lies in the understanding of the cultural differences and how to put them into practice. Dove, the most valuable brand of Unilever, with its unique marketing tactics and new understanding of feminine beauty, has successfully won the attention of Chinese female.
This thesis focuses on interpreting the feminine beauty disciplines by comparing and analyzing the similarities and differences of its marketing in China and the West. First, it introduces the existed study about Dove and the “beauty system” raised by MacCannell and Flower MacCannell which will be an important tool to analyze Dove’s marketing. Then, by comparison, it will distinguish the similarities and differences of Dove’s marketing in and out of China. And the differences are divided into three parts: brand name translation, body size and skin. At last, it draws a conclusion of the significant cultural meaning of its marketing: beauty redefinition.
The result of this thesis will be a supplement to the literature on feminine beauty and be able to provide some reference for the multinational corporations especially those in cosmetic industry to promote their brands to the oversea markets.
Key words: cross-cultural communication, feminine beauty, cultural interpretation, Dove, marketing
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