国际企业品牌的跨文化传播——以化妆品行业为例 The Cross-cultural Communication of Brand Culture of International Enterprises — A Case Study of Cosmetics Industry任务书

 2021-12-02 13:06:06

1. 毕业设计（论文）主要内容：

Brandculture is a combination of languages, aesthetic tastes, values, consumptioncustoms, moral norms, lifestyles and so on that related to brand. It is theorganic integration of brand and culture. With the integration of globaleconomy and the intensification of market competition, international enterprisesneed to have a brand with market advantages if they want to firmly occupy the world-widemarket shares. Through the study and comparison of some successful or failedcross-cultural communication cases, this paper summarizes the brand culture strategiesand countermeasures suitable for the internationalizationof Chinese enterprises.

Inrecent years, women`s upwardly social status and ascending wage level lead totheir increased spending on personal image and beauty, which gives cosmeticsenterprises a great market prospect. In this paper, several first-class cosmeticsenterprises such as Estee Lauder, Lancome, Shiseido and so on will be theresearch objects. The paper will summarize the problems encountered when thesecosmetics companies enter the international market, and also the brand culturestrategies implemented in their internationalization process, searching for an appropriateway to promote brand culture in the international development of Chinese local enterprises.

2. 毕业设计（论文）主要任务及要求

1. Search various resources to identify the topic for the dissertation.

2. Collect data and materials for the dissertation and write the paperon schedule.

3. The paper should give an elaborate andexhaustive research on the given topic with independent work.

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3. 毕业设计（论文）完成任务的计划与安排

Before4st January: settlement of the title

Before6th March: submission of the outline

Before30th April: submission of the first draft

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4. 主要参考文献

[1] Murad Antia, J. Barry Lin, Christos Pantzalis.Cultural distance and valuation of multinational corporations[J]. Journal ofMultinational Financial Management, 2007, 17(05): 365-383.

[2] Campbell M.C., Keller K.L. Brand familiarity andadvertising repetition effects[J]. J Consum Res, 2003(30): 292-304.

[3] Maria Adenfelt, Exploring the performance oftransnational projects: Shared knowledge, coordination and communication[J].International Journal of Project Management, 2010, 28(06): 529-538.

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