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奥利奥品牌从问世以来已有一百多年的历史,是全球最大、最知名的饼干品牌。奥利奥从1996年进入中国至今已有近二十年的时间,已成为中国饼干品牌销售冠军,并成功塑造了品牌形象。本文透过对《奥利奥-亲子中国》这则微电影的解析入手,借用以点带面的手法,剖析奥利奥品牌在跨文化传播中所采取的本土化策略以及如何去制造文化认同等问题。
Oreo brand since its inception has been more than a hundred years of history, is the world’s largest and most well-known biscuits brand. Oreo has been in China for nearly two decades since entering China in 1996 and has become the champion of Chinese biscuit brand sales and successfully shaped the brand image. This article begins with the analysis of the micro-movie “Oreo - Parent-child China”, borrows a point-and-face approach to analyze the strategy of localization adopted by Oreos in intercultural communication and how to make cultural identity.