中西方跨文化体育营销广告传播的研究

Research on Chinese and Western Cross-cultural Sports Marketing Adverting Broadcasting

运用文献资料法、逻辑分析法、比较分析法等研究方法对中西方文化差异对体育营销广告传播的影响进行了总结,指出中西方的体育价值取向、价值观念与思维方式、风俗习惯存在差异,同时根据相关的体育营销理论及跨文化广告传播理论,在研究中西方文化差异及其对跨文化广告传播效果影响的基本上,对跨文化体育营销广告传播策略问题进行初步探究,提出了提高跨文化体育营销广告传播效果的方法与技巧。

The text sums up different Western and Chinese cultures that affect sport market advertisement transmission by using historical experience method,logical analysis method,and comparative analysis;and points that Chinese and Western countries have different value on sport;different view of value,different way of thinking,and different customs and habits.And in the meantime,the text gives a simple research into Multi-culture sports marketing advertisement transmission stratagem on the basic of reaching different culture between China and the Western,also their effect to multi-culture advertisement transmission,according to relative sports marketing and multi-culture advertisement transmission and put forwards methods and skills to improve multi-culture sports marketing advertisement affect.