| 本文以中公民族工艺品的跨文明营销战略为例，重要研究了中法文明的异同和文明差别对营销战略带来的作用。 本文的重要目标在于，丰硕后人对于文明作为营销战略主要情况要素的实际，测验考试从实例上对跨文明身分在营销战略调剂中的感化做进一步的论证和解释。本文选择了中公民族艺术操行业为跨文明营销实际研究的样本，由于这一行业作为文明家当的一部门在跨文明营销范畴具有典范性。本文在第三章对这一行业的现状和其出口情形作了剖析，并试图找出其存在的成绩。 本文第四章引入了霍夫斯泰德的国度文明模子和其他相干跨文明实际，对法国文明停止了具体的侧写，并对中法文明停止了比较剖析。本文还以营销组合中的告白为例，对告白实例和文明身分的接洽作了剖析，试图以详细案例证实文明身分对于营销组合的作用和调剂的需要性。在四章的后半部门，法语毕业论文，本文总结了笔者在法国的市场查询拜访成果，对法国的文明艺术品花费者做出了特点性剖析。 本文第五章是对本文论点的证实，在第五章的一开端，笔者做出了依据文明特点调剂营销战略的需要性。在随后的阐述中，法语论文，笔者总结前文对于法国文明的剖析、花费者的剖析和中公民族工艺品本身的剖析，对这个行业的中法跨文明营销组合的各个方面提出了本身的看法。并在章末提出了跨文明营销的模子。 本文第六章是从非营销角度对公司应当留意的成绩提出的看法，以弥补前文。文章的末章是笔者对本文的本身熟悉和批驳，这章重申了论文的论点并提出了本文的缺乏，也为后续研究做出了建议。 Abstract: In this paper, the cross culture marketing strategy of the Chinese national arts and crafts, for example, an important discussion of the differences between Chinese and French civilization and cultural differences on the impact of marketing strategy. The important goal of this paper is to make a further demonstration and explanation of the influence of the culture as the main elements of the marketing strategy. The public national art industry exercises for cross cultural marketing theory research sample, due to the industry as a part of the civilization of belongings in cross cultural marketing category with model. In the third chapter, this paper analyzes the status of the industry and its export situation, and tries to find out the results of its existence. The fourth chapter of this paper introduces Hofstede's national civilization model and other relevant cross civilization practice, the French civilization stopped the specific side to write, and the Chinese and French civilization stopped a comparative analysis. This article also takes the advertisement in the marketing mix as an example, analyzes the case of the advertisement and the cultural identity, and tries to prove the influence of the cultural identity on the marketing mix and the need of the adjustment. In the second part of the four chapter, this paper summarizes the research results of the author in France. The author makes a characteristic analysis of the French civilization. The fifth chapter is the confirmation of this thesis. In the beginning of the fifth chapter, the author has made the need to adjust marketing strategy according to the characteristics of civilization. In the subsequent elaboration, the author summarizes the previous analysis of the French civilization, the cost of the analysis and the analysis of the Chinese and the national arts and crafts itself, the industry of China and France, the various aspects of the marketing mix and put forward their own views. And at the end of the chapter put forward the model of cross culture marketing. The sixth chapter of this article is from the perspective of non marketing to the enterprise should pay attention to the results of the view, in order to make up for the above. The last chapter is the author itself to the familiar and criticism. This chapter reiterated the argument of this thesis and puts forward the lack, but also for the follow-up research and make recommendations. 目录: 封面 1-2 |
