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| Title: | 本地化玉米餅：台灣多力多滋傳播策略案例研究
Localizing the tortilla chips: a case study of Doritos` communicative strategies in Taiwan |
| Authors: | 加何塞
García, José Manuel Galiano |
| Contributors: | 蕭宏祺
Shiau, Hongchi
加何塞
José Manuel Galiano García |
| Keywords: | 文化層面
文化
文化價值
價值悖論
營銷上訴
產品設計
交際策略
Hofstede`s cultural dimensions
Culture
Cultural values
Value paradox
Marketing appeals
Product design
Communicative strategie |
| Date: | 2017 |
| Issue Date: | 2017-07-31 11:15:53 (UTC+8) |
| Abstract: | 無
This study examines the strategies adopted by the global brand Dorito’s in Taiwan, and contrasts the communicative strategies with those used in Mexican market. The foundation of this analysis resided in Hofstede’s Cultural Dimensions. This research has sampled filmic advertisements used in previous and current campaigns in both countries available in social media and video sharing platforms. Cultural values, marketing appeals, and value paradoxes were analyzed, as well as other elements like product design and packaging have been assessed to understand the implications and the role that national culture plays when creating marketing strategies. Product localization and standardization have their implications in this study. Doritos’ brand communicative strategies have been modified to fit into the taste of Taiwanese buyers, adopting different appeals and values than those utilized in Mexican market. Recurrent use of value paradox, in harmony with Doritos’ brand values is found to be consistent in Mexico and Taiwan. One of the most remarkable value paradoxes adopted in branding is irreverence it extends the reach of campaigns, and brand memorability. Product standardization across markets has been a long-time strategy adopted by Doritos, although, some characteristics like flavor and spiciness level were modified in order to fit Taiwanese buyers’ taste. The data set utilized for the purposes of this study was constrained and dramatically reduced by the availability of video-based advertisements publicly available on social media channels of Doritos in each market. Doritos’ brand communicative strategies have been modified to fit into the taste of Taiwanese buyers, adopting different appeals and values than those utilized in Mexican market. Product standardization across markets has been a long-time strategy adopted by Doritos, although, some characteristics like flavor and spiciness level were modified in order to fit Taiwanese buyers’ taste. |
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| Description: | 碩士
國立政治大學
國際傳播英語碩士學位學程(IMICS)
104461015 |
| Source URI: | http://thesis.lib.nccu.edu.tw/record/#G1044610151 |
| Data Type: | thesis |
| Appears in Collections: | [國際傳播英語碩士學程] 學位論文
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