全球化视野下的企业跨文化广告传播策略

自20世纪90年代以来,全球经济一体化的进程不断加快,在此背景下,跨文化传播逐渐成为广告传播领域重点关注的问题。经济全球化与跨文化传播的全球化,对我国传媒业的发展,产生了重要影响,同时,也对企业在营销推广、品牌塑造过程中的广告传播提出了新的要求和挑战。基于此,企业在广告传播时,就要依据全球化跨文化的要求,进行针对性的广告设计与传播。     

从文明交往论看警察精神在当代中国的传播

文明交往论是20世纪人类文明的重大突破性发现,是伴随着以经济全球化为中心的政治、文化、科技等全球化效应的全球推进,从而形成了人类各民族文明形态的跨国界乃至全球范围的对话和交流。文明交往论将人类文明置于人类社会交往互动和全球化进程的大背景之中,提升了人类文明形态在对话、交流、竞争、碰撞中所形成的全新的内涵形态和发展要求,从而成为20世纪人类思想大爆发以来最重大的历史性发现之一。本文以警察精神为切入点,探讨文明交往论作为一种致力于传播行为方式的系统理论的重要作用。     

“一带一路”战略沿线区域性国际公共产品投资策略

20世纪以来,区域经济一体化和经济全球化是世界经济的最显著特征。回望过去全球化浪潮的两次受挫,都肇始于资本主义世界的经济危机及其带来的国际间及区域间发展的矛盾,而矛盾的根源则在于全球经贸利益不能得到合理的分配。区域经济一体化和经济全球化推进进程中“跨界”公共产品的供给不足、供给失调、过度使用及未充分利用等供给端的诸多问题又加剧了全球经贸利益分配不均的矛盾。20世纪60年代开始公共产品理论向国际领域的拓展,为解决全球化推进过程中产生的“跨界”问题供给提供了新的理论视角。     

全球价值链研究30年：理论分野与政策变迁

全球价值链在实践上是对20世纪90年代以来经济全球化的生动刻画,在理论上不仅推动了国际贸易理论的重大创新,而且成为一系列跨学科研究的理论底座。本文首先明确了价值增值与价值分配作为全球价值链研究核心概念的重要意义,以此为出发点梳理了全球价值链30年的发展历程,包括冷战结束后的飞速发展阶段、金融危机后的缓慢恢复阶段以及新冠疫情后向区域价值链的转移阶段。每个阶段的政策实践都引发了理论发展的分野,包括以产品内分工、FDI、外包为核心的生产组织方式分析;以领先企业、惯例原则为出发点的治理结构分析;以国家与市场关系、安全与经济关系、产业政策竞争为主要逻辑的政治经济学分析。研究范式的分野反映了全球价值链的技术和制度基础在不同时期的变化,也反映了全球价值链发展变迁的动力机制。我国学者对全球价值链的研究从功能主义的国际视角向锚定中国问题、体现中国意识的发展主义视角转变,为中国更好地参与全球价值链重构、应对国际政治经济挑战夯实了理论基础。     

论经济全球化背景下的社会发展动力

20世纪80年代以来,随着世界经济发展的全球化趋势不断深化和加强,各个国家都参与到国际竞争的行列中来,经济发展具有了全球性.由此社会发展动力也发生了新的变化.本文旨在通过对全球化视野下社会发展动力的考察,丰富和发展马克思主义的唯物史观.     

增强制定经贸规则的能力 提高制度性话语权

<正>一、全球贸易投资规则重构及其背景自20世纪80年代中期以来,在信息与通讯技术取得革命性的进步,以WTO为代表的全球多边贸易体制的确立,以及一批新兴经济体融入经济全球化进程的大背景下,以美国为首的发达国家所主导的国际分工形式从19世纪后期以来的消费与生产的"一次拆分",发展到20世纪80年代中期以来的生产本身的"二次拆分"。目前,按价值链层级分工的国际分工新格局已经形成(参见图1)。这一国际     

整合营销传播（IMC）理论精要及其发展方向（上）

20世纪90年代以来,作为一种新的营销传播方式,整合营销传播(Integrated Marketing Communication,简称IMC)风靡西方广告界、媒体界、企业界,并获得了快速的发展和应用。IMC已成为一种新趋势、新理念、新理论和新方法。目前,尽管IMC还处于正在不断完善与实践阶段,但它的兴起与进一步发展已打破了营销领域中占重要地位的结构性概念,即4P(Product、Price、Place、Promotion)为核心的营销框架,并显示出将替代传统营销理论而成为主流范式的征兆。一、整合营销传播的来龙去脉整合营销传播起始于20世纪90年代的美国,已被公认为新营销时代的主流,被推崇为"带领企业走向21世纪的营销传     

跨境电子商务对我国对外贸易的影响研究

20世纪末以来,经济全球化带来了全球贸易的繁荣,网络信息技术的发展也促使着对外贸易方式的不断转变。我国作为世界上最大的发展中国家,在全球化以及信息化的浪潮中,也在顺应着世界的趋势,积极加入世纪贸易组织,参与全球竞争。计算机网络技术在商业活动中的应用,使得电子商务成为一种新兴的贸易方式,与国际贸易的结合,使得跨境电子商务也应运而生。文章将针对跨境电子商务对于我国对外贸易的影响进行探究。     

经济全球化背景下经济新闻的国际传播范式探讨

全球经济一体化格局的形成,推动了全球经济新闻的国际传播。各国在经济新闻传播方面都投入了大量的资金与人力,以确保本国经济在世界的影响力。本文主要探讨经济全球化背景下经济新闻的国际传播范式,通过分析经济新闻国际传播媒体范式的构建和现状,提出了我国经济新闻的国际传播的应对策略。     

浅析框架理论在实际应用中的发展困境与创新——以微博新闻中的社会新闻报道为例

框架理论兴起于20世纪七八十年代,它的产生为传播学研究提供了新的理论范式。个人认为,所谓框架,是指通过取舍和组合的形式影响人们如何解释外在世界的一种存在。框架作为一种习惯、范式普遍存在于传播者的传播行为和受众的接受行为、决策行为当中。框架理论通过研究这一范式,试图找到其中的规律,用以指导传播者的信息传播行为,提高信息传播的准确性和效率。本文试图通过以微博新闻中的社会新闻报道为例,简析框架理论在实际应用中的发展困境与创新。     

The role of communication competencies in international business relationship development

Effective communication between international business partners is critical for global success. Underlying national and organizational cultural differences in international business relationships creates hurdles to effective communication, hindering performance. To assist managers in understanding this issue, a model of communication effectiveness for international relationship development, derived from industry examples, theory, and a dataset consisting of 123 qualitative interviews conducted with American, Canadian, Chinese, and Japanese managers is presented. Further, in order to assist managers in the task of developing more effective communications, a six-step process aimed in directing managerial action is presented. By proactively managing its communications, a firm can develop stronger international business relationships facilitating the rapid response to market opportunities and challenges.     

From four hundred million to more than one billion consumers: a brief history of the foreign advertising industry in China

As an industry and a form of mass communication, modern advertising was introduced in China from the West at the turn of the century. The 1920s and 1930s witnessed China's first major exposure to foreign advertising and consumer culture. The 1990s may prove to be China's second encounter with global consumer culture through the medium of advertising; only this time, its experience is more massive and far-reaching. This article provides a capsule history of the development of the foreign advertising industry in China within the context of Chinese economy and media.     

Best practice network business model for internationalization of small and medium enterprises

Small and medium enterprises’ entry to international markets leads to their continuous growth and facilitates national and global economic development. In an attempt to substantiate these outcomes, they seek to acquire best practices and experiences in order to facilitate entering, surviving, and growing in global markets. To address this challenge practically, the present paper introduces a media for networking and a system for transferring internationalization best practices across small and medium enterprises under the concept of Best Practice Network. Subsequently, the paper tries to depict Best Practice Network as a viable business and establish a guideline for implementing it by developing its business model. To achieve this objective, the authors have administered multi-case study research among the top managers of international small and medium enterprises in the information and communication technology sector of Iran. The resulting model is based on business model ontology and proposes a bird’s eye view of the Best Practice Network including product, customer interface, infrastructure management, and financial aspects. Moreover, by proposing a media for sharing related best practices, this paper can lead to the decline of the stage theory of internationalization and can excel the born global theory of small and medium enterprises.     

非正弦波通信的发展与关键技术

为了正确把握非正弦波通信的发展方向,从脉冲无线电技术和正交函数两个角度分 析了非正弦波通信的发展历程,并对研究现状、待解决难点问题进行深入剖析;从信号设计 、谐振理论、辐射理论和信号产生4个方面分析了非正弦波通信的关键技术,以此探索发展 高能效、高频谱利用率的非正弦波通信体制的有效途径。     

Mitigating consumer ethnocentrism via advertising and media consumption in a transitional market

Consumer ethnocentrism is considered an important barrier to consumption in the global marketplace. Although the concept of consumer ethnocentrism has been investigated over many years in developed markets, there is little research addressing the mitigation of consumer ethnocentrism in transitional economies, which are becoming increasingly important in the global marketplace. One such market, Russia, represents a major potential investment opportunity for global marketers. In this study, we undertake an exploratory study investigating consumer ethnocentrism’s negative influence on Russians’ attitudes towards foreign products and their frequency of purchase of foreign products. We also demonstrate that the influence of consumer ethnocentrism on the frequency of purchase of foreign products is moderated by consumers’ exposure to mass communication (i.e. exposure to television, exposure to foreign movies) and by marketing communication efforts (i.e. exposure to foreign product advertising, involvement with foreign product advertising). In addition to extending theoretical research to a transitional, non-Western context, the empirical results also provide implications for international advertising practitioners.     

Predicting effectiveness in global leadership activities

Given the importance of effective global leadership, both academics and practitioners alike have become increasingly interested in ways to develop successful global business leaders. This study of over two hundred global leaders found that high contact cross-cultural leadership development experiences and the leaders’ personality characteristics were predictors of effectiveness in global leadership activities. Testing hypotheses based on social learning theory and the contact hypothesis, extroversion is found to moderate the relationship between high contact cross-cultural leadership development experiences and effectiveness on global leadership activities: Highly extroverted leaders with a greater number of high contact cross-cultural leadership development experiences are the most effective on global leadership activities.     

摒弃冷战思维和意识形态偏见正确看待和处理中美关系

以冷战思维和意识形态的偏见来看待和处理中美关系是完全错误的。首先,社会制度的不同并不意味着中美必然走向对抗;其二,时代变化颠覆了“修昔底德陷阱”立论的基础;其三,中国是现有国际秩序的参与者和贡献者,而不是挑战者和破坏者;其四,中国发展给世界带来的不是威胁而是机遇。希望通过重启和完善中美多层次交流机制积累互信,通过重塑中美经贸关系夯实互信,通过全球治理合作深化互信,实现中美两国不冲突不对抗、相互尊重、合作共赢。     

Doceatur Emptor

Abstract

The paper generally deals with the application of two-sided persuasive communication to advertising. Credibility of advertising and consumer response to present advertising practice is discussed. Theoretical considerations include expectancy theory and cognitive dissonance. Situations for which one-sided arguments are set forth, the paper includes a review of empirical research, primarily in social psychology, dealing with two-sided mass communication relevant to advertising. Credibility of the two-sided argument is discussed. The two-sided persuasive argument is proposed as a solution to the problem of increasing consumer cynicism toward advertising and as a means of enhancing the informative value of advertising communication.     

跨境电商英语沟通中的语用移情策略研究

跨境电商的飞速发展离不开跨境电商英语沟通质量的提升,跨境电商英语沟通是在交流过程中,买卖双方传递、共享信息和感情的过程。运用语用学的移情理论,结合跨境电商英语沟通特点,从礼貌语、委婉语、模糊语和幽默语等方面,建构语用移情策略,有助于缩短买卖双方的心理距离,达到预期的语用效果,推动畅通有效地跨境电商沟通。     

Antecedents of Global Attitude

Abstract

The term “globalization” has recently been used to explain multiple world trends. Such trends include worldwide accessibility to the same products, access to the same resources around the globe, world travel, communication, convergence of lifestyles, development of “world culture,” and worldwide fascination with environmental issues. This paper explores the population's attitude towards globalization (global attitude) and investigates antecedents that affect the level of global attitude. The antecedents examined are population's current satisfaction, opinion of governance, and future expectations. Results from structural equation modeling show that current satisfaction with life and opinion of governance have a positive and significant influence on development of global attitude.