简论麦当劳以非言语交际角度文化因素对企业跨国营销影响学术

论文导读：lturalMarketingStrategy27-323.2.1StandardizationPrinciple283.2.2LocapzationPrinciple28-32ChapterIVLocapzationStrategyofMacDonald’sandBurgerKinginChina32-564.1BriefIntroductionofMacDonald’sandBurgerKing32-364.1.1MacDonald’sintheUnitedStates32-334.1.2BurgerKinginthe
摘要：随着世界经济的一体化，跨国营销成为当今国际商务活动的主要走势。越来越多的企业在管理和营销历程中面对着跨文化方面的难题。本论文将通过对麦当劳和汉堡王的比较探讨来探讨非言语交际对跨文化营销的影响，目的是给中国的跨国企业一些有用的倡议。本论文将浅析法作为主要的探讨策略，选取非言语交际相关论述作为论述框架，并用定性和定量的策略做比较浅析。在案例浅析部分，本论文以非言语交际的角度探讨了汉堡王在中国市场的业绩远远落后于麦当劳的理由。这些探讨角度包括品牌形象、店面装修、服务水平及广告创意等。在浅析与探讨的基础上，本论文最后在部分给予中国的跨文化营销以业者一些有用的启迪。关键词：跨文化营销论文非言语交际论文案例探讨论文比较浅析论文麦当劳与汉堡王论文
本论文由www.7ctime.com,需要论文可以联系人员哦。ACKNOWLEDGEMENTS8-9
ABSTRACT9-10
摘要10-13
LIST OF FIGURES13-14
Chapter I Introduction14-17
1.1 Significance of Intercultural Marketing for Transnational Enterprises14

1.2 Purpose of Writing this Thesis14-15

1.3 Interpretive Paradigm Employed in this Thesis15-16

1.4 Structure of this Thesis16-17

Chapter II Literature Review17-21
2.1 Studies on Nonverbal Communication17-19
2.1.1 Nonverbal Communication Studies abroad17-18
2.1.2 Nonverbal Communication Studies in China18-19
2.2 Studies on Intercultural Marketing19-21
Chapter III Theoretical Framework21-32

3.1 Nonverbal Communication21-27

3.1.1 Characteristics of Nonverbal Communication21-23
3.

1.1 Universal21-22

3.

1.2 Conventional22

3.

1.3 Vague22-23

3.

1.4 Contextual23

3.1.2 Importance of Nonverbal Communication23-24
3.1.3 Components of Nonverbal Communication24-27

3.2 Intercultural Marketing Strategy27-32

3.

2.1 Standardization Principle28

3.

2.2 Locapzation Principle28-32

Chapter IV Locapzation Strategy of MacDonald’s and Burger King in China32-56
4.1 Brief Introduction of MacDonald’s and Burger King32-36
4.

1.1 MacDonald’s in the United States32-33

4.

1.2 Burger King in the United States33-34

4.

1.3 MacDonald’s in China34-35

4.

1.4 Burger King in China35-36

4.2 Locapzation Strategy of MacDonald’s and Burger King in China36-38
4.

2.1 Locapzation of Products37

4.

2.2 Locapzation of Advertising37-38

4.3 Contrastive Analysis on MacDonald论文导读：2EnhancingMotivation575.1.3ObtainingKnowledge57-585.1.4MasteringSkills58-595.2MakingMarketingStrategyaccordingtotheOrientedCulture59-605.3KeepingPacewiththeDevelopmentofModernAdvertising605.4DrawingInspirationfromChina’sCulturalExcellence60-62ChapterVIConclusion62-646.
’s and Burger King38-56
4.

3.1 Signs and Images38-40

4.

3.2 Colors and Decoration40-43

4.

3.3 Service43-45

4.3.4 Chinese Cultural Elements in Advertising45-50
4.

3.4.1 Chinese Style Person Images45-47

4.

3.4.2 Chinese Style Family Images47-48

4.

3.4.3 Chinese Style Social Behiors48-50

4.

3.5 Adequate Gestures in Advertising50-52

4.3.6 Building Brand Image instead of Promoting Products52-53
4.3.7 Marketing Orientation on Consuming Groups53-56
Chapter V Suggestions to Chinese Transnational Enterprises56-62
5.1 Cultivating Competence of Intercultural Communication56-59
5.1.1 Raising Awareness of Cultural Differences56-57
5.

1.2 Enhancing Motivation57

5.

1.3 Obtaining Knowledge57-58

5.

1.4 Mastering Skills58-59

5.2 Making Marketing Strategy according to the Oriented Culture59-60
5.3 Keeping Pace with the Development of Modern Advertising60
5.4 Drawing Inspiration from China’s Cultural Excellence60-62
Chapter VI Conclusion62-64

6.1 A Brief Summary of the Thesis62-63

6.2 Limitations of the Study63

6.3 Suggestions for Further Research63-64

Works Cited64-66