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    Title: 國際品牌廣告在地化之呈現:台灣與馬來西亞之比較
    Localization in the International Brand Campaign: A Comparison study between Taiwan and Malaysia
    Authors: 陳翔新
    Shing, Tan-Shiang
    Contributors: 鄭自隆
    Cheng, Tzu-Leong
    陳翔新
    Shing, Tan-Shiang
    Keywords: 品牌在地化
    文化差異
    廣告策略
    國際行銷
    消費者行為
    Brand Localization
    Cultural Differences
    Advertising Strategy
    International Marketing
    Consumer Behavior
    Date: 2025
    Issue Date: 2025-04-01 11:50:51 (UTC+8)
    Abstract: 本研究探討國際飲料品牌在台灣與馬來西亞兩地的在地化廣告策略,以可口可樂、紅牛和美祿三個品牌為研究對象,透過文本分析法分析品牌官方社群平台的廣告內容,並輔以深度訪談法了解消費者觀點,探究品牌如何因應不同文化背景調整其行銷策略。
    研究發現台灣與馬來西亞在廣告文化呈現上存在顯著差異:台灣市場更強調情感連結和在地生活方式的呈現,透過日常生活場景、節慶活動和在地語言的運用,建立與消費者的深度情感共鳴;而馬來西亞市場則更著重於文化包容性,需要在馬來、華裔、印度裔等多元族群間取得平衡,廣告內容常見跨文化元素的融合,並特別注重宗教敏感度,如在產品包裝和廣告中加入清真認證標示,反映對伊斯蘭文化的尊重。
    本研究建議國際品牌在進行跨文化行銷時,應提升文化敏感度,靈活調整在地化策略,並持續投資建立與當地社群的長期連結。這些發現不僅豐富了國際品牌在地化的學術研究,也為企業提供實務參考。
    The purpose of this research is to explore the localization strategies of international beverage brands' advertising in Taiwan and Malaysia, focusing on Coca-Cola, Red Bull, and Milo. This study employs textual analysis methodology to examine advertisements from official social media platforms and conducts in-depth interviews to investigate the adaptation of marketing strategies within different cultural contexts.
    The research reveals distinct differences in advertising cultural manifestations between Taiwan and Malaysia. The Taiwanese market demonstrates a predominant focus on emotional connections and local lifestyle representations, utilizing everyday scenarios, festival celebrations, and vernacular expressions to establish profound emotional resonance with consumers. Conversely, the Malaysian market exhibits a strong emphasis on cultural inclusivity, necessitating careful balance among diverse ethnic communities including Malay, Chinese, and Indian populations. The advertising content incorporates cross-cultural elements and maintains particular attention to religious sensitivities, as evidenced by the inclusion of Halal certification in product packaging and advertisements, thereby acknowledging Islamic cultural values.
    This study concludes by recommending that international brands enhance their cultural sensitivity, implement flexible localization strategies, and maintain sustained investment in developing long-term connections with local communities. These findings contribute to the academic discourse on international brand localization while providing practical implications for business applications.
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    Description: 碩士
    國立政治大學
    傳播學院傳播碩士學位學程
    111464056
    Source URI: http://thesis.lib.nccu.edu.tw/record/#G0111464056
    Data Type: thesis
    Appears in Collections:[傳播學院傳播碩士學位學程] 學位論文

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