全球在地化廣告策略-可口可樂電視廣告內容分析

以作者查詢圖書館館藏

、以作者查詢臺灣博碩士

、以作者查詢全國書目

、勘誤回報

、線上人數：57

、訪客IP：3.145.38.166

姓名

蕭卉婷(Hui-ting Hsiao) 查詢紙本館藏

畢業系所

企業管理學系

論文名稱

全球在地化廣告策略-可口可樂電視廣告內容分析
(Glocal Advertising Strategy - Content Analysis of Coca-cola’s Television Advertising)

相關論文

★ The Relationship between Team Identification, Perceived Congruence, and Sponsor Credibility on Sports Team Sponsor’s Brand Equity in a Cross-Country Context	★ 行銷通路策略全球在地化的實例探討
★ 跨國間買家與賣家交換關係之「合夥行為」前置因素的研究	★ The Use of Influence Strategies in Marketing Channel Relationships: A Meta-Analytic Review and Assessment of the Antecedents and Outcomes
★ An Empirical Investigation of the Antecedents and the Consequence of Consumers’ Perceived Social Media Advertising Value in Southeast Asian Transitional Economies	★ 消費者包裝中的負面情緒：宗教，個人規範和唯物主義的作用
★ 虛擬社群與虛擬經驗、網路練達性、產品知識與產品資訊搜尋成本對消費者認知風險影響之研究—以電腦遊戲軟體為例	★ 上游供應商網站經營模式對通路權力來源及通路氣候影響之研究
★ 影響不同產業間企業導入電子商務後經營績效之因素探討	★ 外銷通路衝突管理之探討~以快速開發國家台灣為例~
★ 資訊品質、關係行銷、與安全性對電子商務績效之影響-以企業與顧客雙觀點比較之實證研究	★ 通路流透過網際網路執行的探討--從消費者的角度觀之
★ 國家形象對品牌權益影響之研究	★ 組織學習、核心能力與EC導入動機對於企業導入EC後之經營績效的影響
★ 品牌權益、品牌聲譽一致性、品牌互補性、以及品牌來源國對品牌聯盟成效之影響	★ 體驗行銷：模型發展與實務驗証

檔案

[Endnote RIS 格式]

[Bibtex 格式]

[相關文章]

[文章引用]

[完整記錄]

[館藏目錄]

[檢視]

[下載]

本電子論文使用權限為同意立即開放。
已達開放權限電子全文僅授權使用者為學術研究之目的，進行個人非營利性質之檢索、閱讀、列印。
請遵守中華民國著作權法之相關規定，切勿任意重製、散佈、改作、轉貼、播送，以免觸法。

摘要(中)

先前的文章都是在國際廣告上的議題都是討論完全在地化或是完全標準化。很少有文章在討論全球在地化相關的廣告議題。全球在地化的策略是面對全球行銷市場時整合了全球化和在地化的策略，加以應用在廣告方面的相關議題。本篇文章會以可口可樂為例子，來了解全球在地化在廣告方面的理論和實際的情形。可口可樂使用了廣告元素去完成了他的全球在地化的策略。在廣告中，有很多廣告元素同時有全球化和在地化這兩種策略存在的。在這篇文章中，我們同時也可以發現有一些因素會影響國際性的公司全球在地化策略的實施。這篇文章可以讓國際性的公司了解到可以藉由修改某些廣告元素來達到全球在地化的廣告策略。

摘要(英)

Previous research discussed the practice of total standardization or adaptation issue of international advertising. Fewer articles discussed glocal advertising strategy. Glocal approach, which integrates global and local strategy in world market place, can be applied in MNCs advertising strategy. This study uses Coca-cola’s advertising to provide insights for understanding the theory and practice of glocal advertising. Coca-cola uses advertising elements to practice its glocal strategy. Many elements in its commercials are combined with global and local strategy. And in this article, it also can be found that some factors will affect MNCs’ using glocal strategy. The study also suggests that MNCs can modify some advertising elements to practice glocal advertising strategy.

關鍵字(中)

★ 全球在地化
★ 廣告

關鍵字(英)

★ glocal
★ advertising

論文目次

Contents
中文摘要 i
英文摘要 ii
List of Tables iv
1. Introduction 1
2. Literature Review 3
2.1. The Concept of Glocal strategy 3
2.2. Glocal advertising in global market place 6
2.3. Glocal advertising strategy drivers 8
3. Methodology 11
3.1. Measures 11
3.2. Scoring procedures 15
4. Results 15
5. Conclusions 22
5.1. Discussion 22
5.2. Managerial Implications 24
5.3. Future Research 25
6. References 26

參考文獻

1. Alexander N., Rhodes M., Myers H. “International market selection: measuring actions instead of intentions”. The Journal of Services Marketing, 21(6), pp.424-434, 2007
2. Banerjee, R, “Brands Open up Local Markets”, Media, pp. 26-27.,2007
3. Bang, H.K. ,Raymind M.A., Taylor C.R., Moon Y.S. “A comparison of service quality dimensions conveyed in advertisements for service providers in the USA and Korea: A content analysis”, International Marketing Review, 22(3), pp.309-326, 2005
4. Blackwell, R., R. Ajami and K.Stephen, “Winning the global advertising race: Planning globally ,Acting locally ”, Journal of international consumer marketing ,3(2), pp.97-120., 1991
5. Business Times.,“HP's glocal approach”,Kuala Lumpur, pg. 05, 2000
6. Champy, J., "Think globally, sell locally", Sales & Marketing Management, pp. 24-5, 1997
7. De Mooij, M., Global Marketing and Advertising: Understanding Cultural Paradoxes, 2nd ed., Sage, Thousand Oaks, CA., 2005
8. Domzal, T.J. and Unger, L.S., "Emerging positioning strategies in global marketing", Journal of Consumer Marketing, 4(4), pp. 23-40.,1987
9. Frith, K.T., Cheng, H. and Shaw, P., "Race and beauty: a comparison of Asian and Western models in women's magazine advertisements", Sex Roles, 50 (1/2), pp. 53-61.,2004
10. Harris, G. and Attour, S., “The international advertising practices of multinational companies”, European Journal of Marketing, 37(1/2), pp. 154-68., 2003.
11. Hetsroni, A., "The relationship between values and appeals in Israeli advertising: a smallest space analysis", Journal of Advertising, 24 (3), pp. 59-72, 2000.
12. Hofstede, G., “Culture's Consequences: International Differences in Work-Related Values”, Sage Publication, Beverly Hills, CA, 1980.
13. Hofstede, G., "Cultural dimensions in management and planning", Asia Pacific Journal of Management, 1, pp. 81-99. , 1984.
14. Hofstede, G., Cultures and Organizations, McGraw-Hill, 1991.
15. Hofstede, G. and Bond, M.H., "Confucius & economic growth: new trends in culture's consequences", Organizational Dynamics, 16 (4), p. 21., 1998.
16. Hofstede .G and McCrae R. R., “Personality and Culture Revisited: Linking Traits and Dimensions of Culture”, Cross-Cultural Research, 38(1),p.p.52 ,2004.
17. Hung H. K ,Li S.Y., Belk R.W., “Glocal understandings: female readers' perceptions of the new woman in Chinese advertising”, Journal of International Business Studies, 38(6), pp.1034-52 , 2007.
18. James, W.L. and Hill, J.S., “International advertising messages: to adapt or not to adapt”, Journal of Advertising Research, 31 (3), pp. 65-70., 1991.
19. Janoff, B., “NBA Marketing Mantra: Think Global, Act Local”, Brandweek, 46(45), pp.11, 2005.
20. Kanter R. M., Dretler T. D., “"Global strategy" and its impact on local operations: Lessons from Gillette Singapore”,The Academy of Management Executive, 12(4), pp. 60-68 ,1998.
21. Khairullah, D.Z. and Khairullah, Z.Y., “Dominant cultural values: content analysis of the US and Indian print advertisements”, Journal of Global Marketing, 16(1/2), pp.47-70. ,2002.
22. Koepfler, E.R., "Strategic options for global market players", Journal of Business Strategy, 10 (4), pp.46-50., 1989.
23. Koudelova R., Whitelock J., “A cross-cultural analysis of television advertising in the UK and the Czech Republic, International Marketing Review,18(3),pp.286-300, 2001.
24. Levitt, T., "The globalization of markets", Harvard Business Review, 61, pp. 92-102. , 1983.
25. Lewis, K. and Housden, M., “An Introduction to International Marketing: A Guide to Going Global”, Kogan Page Limited, 1998
26. Mark J. Barela. “United Colors of Benetton--From Sweaters to Success: An Examination of the Triumphs and Controversies of a Multinational Clothing Company” Journal of International Marketing, 11(4,) pp. 113, 2003
27. Maynard, M. and Tian, Y., "Between global and glocal: Content analysis of the Chinese web sites of the 100 top global brands", Public Relations Review, 30 (3), pp. 285-91. , 2004.
28. Moon Y. S., Chan K., “Advertising appeals and cultural values in television commercials: A comparison of Hong Kong and Korea”,International Marketing Review,22(1), pp. 48-66, 2005.
29. Mueller, B., “Degrees of globalization: an analysis of the standardization of message elements in multinational advertising”, Current Issues & Research in Advertising, 12(1/2), pp. 119-33. , 1989.
30. Mueller, B., “Standardization vs specialization: an examination of Westernization in Japanese advertising”, Journal of Advertising Research, 32(1), pp. 15-24., 1992.
31. Murray, N.M. and Murray, S.B., “Music and lyrics in commercials: a cross-cultural comparison between commercials run in the Dominican Republic and in the United States”, Journal of Advertising, 34 (2), pp. 51-63., 1996.
32. Nelson M. R., Paek H., “A content analysis of advertising in a global magazine across seven countries; Implications for global advertising strategies”,International Marketing Review. 24(1) ,pp. 64 ,2007.
33. Nevett, T., "Differences between American and British television advertising: explanations and implications”, journal of Advertising, 21(4), pp. 61-71., 1992.
34. Niemi W., “STUDY:U.S. BRANDS DOING WELL ABROAD” ,Footwear News : FN, 60(11), pp. 14, 2004.
35. Orth U. R., Oppenheim P. P. ,Firbasova Z.(2005), “Measuring message framing effects across Europe”,Journal of Targeting, Measurement and Analysis for Marketing, 13(4), pp. 313-326, 2005.
36. Onkvisit S. and Shaw J. J,” "Glocal" advertising: Think global, act local
”, American Marketing Association, 13, pp.378, 2002.
37. Porter, M.E., "The strategic role of international marketing", Journal of Consumer Marketing, 3 (2), pp. 17-21., 1986.
38. Redmond L., “Cisco Systems: Global Programme: Local Impact”,
The Journal of Corporate Citizenship,pp. 69-78 ,2005.
39. Robertson, R., "Glocalization: time-space and homogeneity-heterogeneity", in Featherstone, M., Lash, S. and Robertson, R. (Eds), Global Modernities, pp.25-44. ,1995.
40. Sandler, Dennis M., Shani, David. “Brand Globally but Advertise Locally?: An Empirical Investigation”,International Marketing Review, 9(4), pp. 18-31 ,1992.
41. Seitz, V.A. and Johar, J.S., "Advertising practices for self-image projective products in the new Europe", The Journal of Consumer Marketing, 10(4), pp. 15-26., 1993.
42. Sousa C , Bradley F.. “Global markets: does psychic distance matter?” Journal of Strategic Marketing, 13(1), pp.43-59. , 2005.
43. Svensson G. , “"Glocalization" of business activities: a "glocal strategy" approach”, Management Decision, 39(1), pp. 6-18 , 2001.
44. Svensson G., “Beyond global marketing and the globalization of marketing activities”,Management Decision, 40( 5/6), pp. 574-83 , 2002.
45. Svensson G., “A quest for a common terminology: the concept of borns”, Management Decision, 44(9), pp. 1311, 2006.
46. Tai S.H.C., Wong Y .H., “Advertising decision making in Asia: "Glocal" versus "regcal" approach.”,Journal of Managerial Issues, 10(3),pp. 318-339 , 1998.
47. Tai, S.H.C. and Pae, J.H., “Effects of TV advertising on Chinese consumers: local versus foreign-sourced commercials”, Journal of Marketing Management, 18, pp. 49-79. , 2002.
48. Taylor, Charles R, and Okazaki, Shintaro., “Who Standardizes Advertising More Frequently, and Why Do They Do So? A Comparison of U.S. and Japanese Subsidiaries' Advertising Practices in the European Union”, Journal of International Marketing, 14(1), pp.98, 2006.
49. Taylor ,M, “Culture variance as a challenge to global public relations: a case study of Coca-cola’s tainting scare in Western Europe”, Public relations review, 26, pp 277-93, 2000.
50. Taylor, R., Hoy, M. and Haley, E., "How do French advertising professionals develop creative strategy?", Journal of Advertising, 25 (1), pp. 1-14., 1996.
51. Thompson C.J., Arsel. Z, “The Starbucks and Consumers' (Anticorporate) Experiences of Glocalization”,Journal of Consumer Research, 31(3), pp. 631-643 , 2004.
52. Thurlow, C. and Jaworski, A., "Communicating a global reach: in-flight magazines as a globalizing genre in tourism", Journal of Sociolinguistics, 7 (4), pp. 579-606. , 2003.
53. Tian Y., “Communicating with local publics: a case study of Coca-Cola's Chinese web site”,Corporate Communications, 11(1), pp. 13-22 , 2006.
54. Vignali C., “McDonald's: "think global, act local" - the marketing mix”, British Food Journal, 103(2), pp. 97 , 2001.
55. Weinberger, M.G. and Spotts, H.E., "A situational view of information content in TV advertising in the US and the UK", journal of Marketing, 53(1), pp. 89-94. , 1989.
56. Whitelock J., Djamila C. “Cross-Cultural Advertising: An Empirical Study”, International Journal of Advertising.8(3), pp. 291-311, 1989.
57. Whitelock, J. and Rey, J., "Cross-cultural advertising in Europe: an empirical survey of television advertising in France and the UK", International Marketing Review, 15(4), pp. 257-76., 1998.
58. Yeniyurt S., Townsend J D. Talay M.B.” Factors Influencing Brand Launch in a Global Marketplace”, The Journal of Product Innovation Management, 24(5), pp.471., 2007.
59. Young. L, “Ed Marra's 'glocal' marketing”, Marketing Magazine, Toronto, 108(36), pp. 11, 2003.
60. Zandpour, F., Chang, C. and Catalano, J., "Stories, symbols and straight talk: a comparative analysis of French, Taiwanese, and US TV commercials", Journal of Advertising Research, 1, pp. 25-38. , 1992.
61. Zhou, N. and Belk, R.W., “Chinese consumer readings of global and local advertising appeals”, Journal of Advertising, 33(3), pp. 67-76. , 2004.

指導教授

鄭明松

審核日期

2008-7-20

推文