феномен национальной культуры при рекламировании

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  • 1. : 445 , , 2012

2. : ................................................................................................................... 3 1 ...................................................................................................................... 7 ....................................................................................... 7 ..................................................................................................................... 10 .............................................................................................................. 12 ................................................................................................................ 12 ............................................................................................. 13 ............................................. 14 2 .................................................................................................................... 16 .................................................... 16 2.1. . ................................................................................... 16 2.2. . ........................................................................................ 21 2.3. ............................................................. 23 2.4. .................................................................................... 26 3 ................................................................................................................... 27 ............................................................................... 28 ............................................................................................................ 33 :.................................................................. 35 1 ........................................................................................................ 37 2 ........................................................................................................ 382 3. . . , , . , , , , , , . , , Coca-Cola. Coca-Cola . , , , , . 1, - . , . , .2 , , 1Giddens, A. (2000). Runaway world. New York: Routledge, p. 312 . . : . .: SPSL , 2006, 208 3 4. , . , . , ,, . , , ,, , . . . Chevy Nova General Motors . , no va - , . , . PR, . : . , . , :1. 2. 4 5. 3. : 4. . . , : . , , . . , , , . , , , . , , , : ,Marieke de Mooij, , , .5 6. , . . , , -., . , . . . 6 7. 1 . , , , , . , , , . , , , , . , . , . , . , - , , . . Marieke de Mooij, , , , , . , . , . . , , ; , 7 8. 3 . , . , , :1. , 2. , 3. , , , , 4. - , . , . : - - - - , , , , , . , , ,3 ., - . - //. . . . . .: , 2004. 20 4Geert Hofstede, Gert Jan Hofstede, Michael Minkov. Cultures and Organizations: Software of the Mind. PDF, p.68 9. , . , , . , : , , . . , , . , , . , . , : , , ,, , . 55Masaaki Kotabe, Kristian Helsen. Global marketing management. John Wiley & Sons, Inc, 2011, 105 p9 10. : , , . , . scarpetta, . , . , . , , , , , 6 , , . : The Guardian 7 Nigerian National Petroleum Corporation. Nigaz, , 6 ., ., . . .: -, 2011. 172 7Branding blunder gives Russia-Nigeria energy linkup a bad namehttp://www.guardian.co.uk/world/2009/jun/30/russia-nigeria-gas-name-blunder10 11. . . . :, , , .. , , ., , . , , . , . , . : , , ; . - . , -, , , . , : - . - . , 8:8Hall Edward T. The Hidden Dimension New York: Anchor Books, 1990 - 67 p 11 12. (15 - 45 ) , (46 120 ) (1,2 3,7 ) (3,7 7,6 ) , , . , . , . , . , (,), , , . , . : ,, . , . . , 12 13. , . , ,, , , . . . , Coca-Cola , , . , Coca-Cola, . , . , , , . . , , , , . ., . , - - . . 13 14. ( ), ( ), ( ; ; -; -; -), -( ; ; - ; ; ;) . . . . , . . . , , , . , . , , . . , , . , 14 15. . - : ., 9 , ,, .9 - . . : , . - , 2002.1315 16. 2 , , . , , . . . : . . .2.1. . 10 , , IBM , 50 . , , . , , , : 1. , , . 10 Geert Hofstede, Gert Jan Hofstede, Michael Minkov. Cultures and Organizations: Software of the Mind:McGraw-Hill, 2005 96 p16 17. , . , , , . . ( 104), (93), (81), (77), . , . . : (31), (18), (13)11. . , : , - ., , . , , , , .2. - , , . (,11 . http://geert-hofstede.com/countries.html17 18. ) , . . (, ) , . - . , -, , .3. - - , . ,, , , : , , , , . , . , . . , .4. , , . . (, , ). 18 19. , , , . (, ). , , , , . , , , . Dove . . , , . - . - , 12 , , , .5. , . , ,, , (,, ) 12 . . Dove http://www.adme.ru/articles/dejstvitelno-strashnaya-sila-dove-nasazhdaet-novye-predstavleniya-o-krasote-7359/19 20. , , , ., . (, ). , . , , . , , . - . , . , .20 21. 2.2. . 13 , . . . c , , . ,, , , . . c (, , ) : , . , : . (, ) , , . (, ) , . , . . , - . , . , 13 Hall Edward T. The Hidden Dimension New York: Anchor Books, 1990 - 103 p21 22. , , ,. Phillips Make things better, Together we make things better.14 . c c c . , , 20 , , .14Marieke de Mooij. Global marketing and advertising: Understanding cultural paradoxes. SAGE Publ, 1998. 173 p. 22 23. 2.3. 6 :1. : , . . , . . , , - . , 2. : , . . , . , Gillette.3. : , , . . , . , , , . , .4. , , . , , Procter&Gamble, , 23 24. . , Dosya.5. , , . , . , - . . , . . , .6. : , . , : , . , . , . , , , . . , , . , , , , , , . 24 25. . . , 15 .15Kogut B., Singh H. The effect of national culture on the choice of entry mode // Journal of International BusinessStudies. - 1988, 3, Vol. 19.25 26. 2.4. , , :1. . . . (, , )2. , . : , . . (, )3. . ()4. . , , , . , . (). - .5. . , . . () 26 27. 6. , , . , , , , . , . , , . , , . , . , Mercedes , . 1616 : , / .. .: -, 2004 27 28. 3 , . . . , . (95), : , , . 17. , , , , , , . , : 80 % , 20 , , . , , , , , . : ,. .17 http://www.youtube.com/watch?v=feRT10GiamY&feature=player_embedded 28 29. Dove, - , , . , , ./ Pantene 18 Procter&Gamble You can shine. , , . , , . , . . , , . . , , , , . , , ,18 Pantenehttp://www.youtube.com/watch?v=Um9KsrH377A29 30. . Pantene You can shine , . , , , . : Pantene , . , . , , , . . Pantene 19 . , . Pantene, , , . : , , : , : Andyou cant get it! ( !). :All you need is Pantene (, Pantene). , , , . . , , 19 Pantene http://www.youtube.com/watch?v=6krjFLxc4Uc&feature=results_main&playnext=1&list=PL9E70B660EF06DD32 30 31. . , , ( 29), , . 7 . Pantene , , . , , . Change 20 Change . , , , . , , . : , , . Change . Nothing but the lingerie (, ). , .20 . 231 32. Cola Cola 21 Coca Cola . . , . , , , . , , : , Coca Cola. , : , ,. : 16:2