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

NCUIR > School of Management at National Central University > Graduate Institute of Business Administration > Electronic Thesis & Dissertation > Item 987654321/12043

Please use this identifier to cite or link to this item: http://ir.lib.ncu.edu.tw/handle/987654321/12043

Title:	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
Authors:	蕭卉婷;Hui-ting Hsiao
Contributors:	企業管理研究所
Keywords:	全球在地化;廣告;glocal;advertising
Date:	2008-06-30
Issue Date:	2009-09-22 14:38:08 (UTC+8)
Publisher:	國立中央大學圖書館
Abstract:	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。 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.
Appears in Collections:	[Graduate Institute of Business Administration] Electronic Thesis & Dissertation

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