跨国品牌本土化适应中的文化混搭现象:研究回顾与展望  

Culture Mixing in the Adaptation of Multinational Brands' Localization:Review and Prospects

作　　者：熊莎莎[1,2] 汪涛[2,3] 赵鹏[2] Xiong Shasha;Wang Tao;Zhao Peng(College of Economics and Management,Wuyi University,Jiangmen 529020,China;Economics and Management School,Wuhan University,Wuhan 430072,China;Research Center for Organizational Marketing,Wuhan University,Wuhan 430072,China)

机构地区：[1]五邑大学经济管理学院,广东江门529020 [2]武汉大学经济与管理学院,湖北武汉430072 [3]武汉大学组织营销研究中心,湖北武汉430072

出　　处：《外国经济与管理》2018年第7期113-128,共16页Foreign Economics & Management

基　　金：国家自然科学基金重点项目(71532011);国家自然科学基金面上项目(71272226);江门市哲学社会科学研究规划项目(JM2017C15)

摘　　要：跨国品牌的本土化实践中经常会出现文化混搭现象,了解消费者对文化混搭的反应及其内在心理机制,对于跨国品牌的本土化适应具有重要意义。然而,关于文化混搭现象的研究,近年来才受到学术界的重视,相关成果较少且缺乏一个系统的梳理,较难为跨国品牌的本土化实践提供全面的战略指引。本文对现有的文化混搭现象研究进行了回顾,系统梳理了文化混搭的表现形式与激活条件,整理并提炼了消费者对文化混搭现象的反应及其心理机制和边界条件,最后对现有研究进行了评析,并指出了未来研究的方向,以期为跨国品牌的本土化实践提供借鉴。In recent years, more and more well-known western multinational brands effort to adopt the host country＇s cultural elements in the marketing and product design, such as Starbucks sells coffee and Chinese tea. Thus, two or more different cultural elements coexist in the same time and space, which has become a universal phenomenon in the adaptation of multinational brands＇ localization, which is called ＂culture mixing＂. Although culture mixing phenomenon has long existed, and has a certain importance for multinational brands and consumers in the host country, attention is not paid to the research on culture mixing phenomenon until recent ten years. The number is small and there is a lack of systematic sorting, making it difficult to provide comprehensive strategic guidance for the practice of multinational brands＇ localization. Therefore, considering the importance of culture mixing in the practical and theoretical levels of transnational brands＇ localization, this paper summarizes the research. First, this paper combs the manifestation and activation of culture mixing. The most famous one is from Peng（2013 ）, who divided the culture mixing into three forms, that is material domains, symbolic domains and scared domains. After that, Peng and Zhao（2015 ） extracted nine types, that is consent, analogize, switch, juxtapose, integrate, graft, transform, adhere and creolize. Since then, scholars have actively explored the manifestations of culture mixing from different perspectives. What is more, Joint Culture Activation is the activation condition for culture mixing. Second, this paper discusses the host country＇s consumer response to culture mixing and corresponding psychological mechanism from the aspects of the near-end and far-end results. The near- end results are rejection and fusion, and the far-end results involve brand purchase intention and brand boycott behaviors. In addition, this paper discusses the psychological mechanisms that caused this reaction, that is cognition mechanisms （

关 键 词：文化混搭 品牌国际化 品牌本土化 跨文化营销 国际营销 

分 类 号：F270[经济管理—企业管理]