本站原创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
3.1.1.1 Universal21-22
3.1.1.2 Conventional22
3.1.1.3 Vague22-23
3.1.1.4 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’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