海飞丝毕业论文ppt

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Brand loyalty refers to consumers in the purchase decision-making has shown a certain brand of bias (as opposed to random) behavioral response. It is a course of conduct, but also a psychological (decision-making and evaluation) process. The formation of brand loyalty is not entirely dependent on the quality of their products, reputation, brand association and the spread of consumers it is closely related to the characteristics of their own, rely on the use of consumer products experience. Increase the brand loyalty of a business's survival and development, increase market share is extremely loyalty is the core brand value. It consists of five components:1, no brand loyalty areThis layer of consumers will continue to replace the brand, the brand did not agree with, is very sensitive to price. Low prices on which the election which many低值易耗品, the same habits of industry and consumer goods are of no brand , accustomed to the purchaserThis layer of consumers loyal to a brand or a few brands, the consumption of fixed habits and preferences, a pretty good idea at the time of purchase, our objectives are clear. If there are obvious incentives for competitors, such as price concessions, advertising, unique packaging, sales promotion to encourage consumers to try other means. Continued to purchase or purchase a product, brand switching will be carried out to buy other , satisfied buyersThis is one of the original consumer of the consumer is already quite satisfied with the brand, and brand switching has resulted in the risk of anxiety, that is to buy a new brand, there will be risks, the risks will be effective, the risk adjustment and so , emotional buyersThis level of consumer brand has a love and emotion, some brands is that they rely on emotions and the soul, such as the number of consumers every day with Chinese toothpaste, soap, some children Wahaha drink milk every day, Coca-Cola to incurred by the procession force formula, etc., can be enduring, that is, consumers have become friends, life, essential supplies, and not easily , loyal buyersThis layer is the highest brand loyalty, consumers not only have feelings for the brand, and even pride. Such as the Omega table, BMW cars, Rolls-Royce cars, Montagut clothing, alligator apparel, Nike shoes are in possession of the purchaser of such a value of brand loyalty is mainly reflected in the following aspects:1, lower marketing costs and increase profitsThe value of loyalty to the creation of what is? Loyalty, value, profit is a direct correspondence between the existence of a causal relationship. Marketing in the famous "Second, the eight principles", that is, the performance of 80% from 20% of the regular customers patronage. Of enterprises self-evident the importance of finding new customers, but the maintenance cost of an old customer for the development of only one-seventh of a new customer. In low-profit era, becomes the value of loyalty marketing. Many enterprises in our country most of the focus on finding new customers, but to enhance existing customer satisfaction and loyalty are indifferent. The purpose of an enterprise is to create value,Not just to make a profit. Create value for customers is a basis for establishing successful enterprises. Create superior value in favor of the concept of cultivating customer loyalty, customer loyalty will turn into profit growth and enterprise value, enterprise value and loyalty to create a business together constitute the true meaning of , easy to attract new customersHigh brand loyalty on behalf of each user can become a living advertisement, it will naturally attract new customers. Under the effect of word-of-mouth marketing: a customer satisfaction will lead to potential business 8 T; a dissatisfied customer will affect the purchase of 25 individuals will, therefore, a satisfaction, and are willing to establish long-term stability for the enterprise customers will be considerable profits. Job on behalf of brand loyalty on the consumer is satisfied with the , expansion of sales channels to increase powerWith high brand loyalty and sales channels in members of negotiating the status of a relatively active. Of course, selling to dealers selling profitable products, products with high brand loyalty naturally welcomed by the dealer. In addition, dealers also depends on the self-image of its products sold to raise. Therefore, the high brand loyalty of the products in the development pathway more smooth, easy access to more favorable terms of trade, such as after the delivery shall run, the best location of the , there is greater flexibility in the face of competitionMarketing era of market competition is increasingly reflected in the competitiveness of the brand. When facing the same competition, with high brand loyalty, as consumers slow to change, so can have more time to develop new products, improve the dissemination of offensive strategy to deal with , user-friendly to meet consumer demandEnterprises to enhance brand loyalty, to win the goodwill and trust of consumers, enterprises should focus on all the activities of the consumer to start services to meet consumer demand. To allow customers to purchase products and enjoy the use of services, there are memorable, enjoyable, comfortable feel. Therefore, the process of brand marketing must put the interests of short-term interests and long-term relationship, we must faithfully fulfill their obligations and social responsibility, with practical actions and the integrity of the image to win the trust and support of consumers. With the credibility of the brand, why should we worry there will not be any market, brands do not wang? This is a brand operated by market rules,Loyalty tied to value creation, business customers create more value, in favor of cultivating customer loyalty, and brand loyalty and profits will bring about the growth of tied to value creation, business customers create more value, in favor of cultivating customer loyalty, and brand loyalty and profits will bring about the growth of to enhance brand loyalty, to win the goodwill and trust of consumers, enterprises should focus on all the activities of the consumer to start services to meet consumer demand. To allow customers to purchase products and enjoy the use of services, there are memorable, enjoyable, comfortable feel. Therefore, the process of brand marketing must put the interests of short-term interests and long-term relationship, we must faithfully fulfill their obligations and social responsibility, with practical actions and the integrity of the image to win the trust and support of consumers. With the credibility of the brand, why should we worry there will not be any market, brands do not wang? This is a brand operated by market rules,1, user-friendly to meet consumer demandOperation is also a universal law, but also the best way to increase brand loyalty. Brand should spare no effort to do it carefully, to avoid short-term interests in pursuit of aggressive impetuosity committed an error, otherwise, no way will inevitably lead to brand and eventually move toward is to meet consumer demand for a real understanding of the consumer. Only domestic brand to provide the vast majority of the product value and function of the main, but far from being refined to meet the demand can not be compared to foreign brands. China's superior nutrition ham flavor, easy to carry out, but the food did not open the hole must be cut to find a pair of scissors. . Gillette razor handle manually is not only convex pattern with a circle to increase friction to prevent slip razor hand and scratch the face, and think on the convex pattern onto a layer of rubber to allow customers to use when in the hands of a more fitting skin, more comfortable,Convex pattern in the wear layer of rubber so that when customers use more fitting in the hands of the skin, more comfortable,2, product innovation3, to provide value-added productsThe quality of the product is brand loyalty from customers on the basis of. Many brands of the world history tells us that consumer brand loyalty, in a sense can also be said that the loyalty of the quality of their products. Only excellent quality products in order to truly establish in people's eyes the "brand" by consumers. Product innovations so that consumers feel the quality has been increasing 's air-conditioning, washing machine, there will be new features every year, the introduction of new technology products; Nokia, Motorola unveiled a new handset every year; P & G Oil & Ulan,海飞丝products such as modified from time to time the introduction of new formulations of its new products excitement, to make people feel that business has been working to improve product quality for can provide consumers with additional value-for-money interests who will be able to win , effective communicationThe quality of products by consumers to judge the satisfaction of truly consumer-centric done; not only have to pay attention to the core product and tangible products, but also to provide more additional products. Haier not only the maintenance staff time to fix the refrigerator, air-conditioning; customers can get more, maintenance staff courtesy warm greetings to the people, bring their own drinks do not drink a water user, the user sets of plastic shoes to avoid fouling the floor at home and so on Haier's Because after-sales service provided to consumers the benefits of an unexpected and greatly improve the consumer's brand evaluation and acceptance. Homogenization in the product of the times,Enjoy convenient, practical and full of interesting communication experience. At the same time, the club provided by Nokia is the world's fascinating photos. Club Nokia choose a series of international famous brands, including Hallmark, Sanrio, EMI, Universal, and so on, Nokia users can personalize their mobile through effective communication with consumers to maintain and enhance brand loyalty, such as the establishment of customer database, regular visits, public relations, advertising and so on. The establishment of customer database, choose the right customers, customer classification, choose to retain the value of customers to develop customer loyalty program; understanding of customer needs and effectively meet customer requirements; with customers to establish long-term stable and mutual need and mutual assistance relationship. Mainly to the dissemination of advertising, advertising can enhance consumer brand familiarity, trust, so that consumers love the brand and loyalty.(A) the purchase of the number of repeat customersA certain period of time, customers of a brand product of the number of repeat purchase more on the brand loyalty of the higher, the lower the contrary. Should be noted that this indicator in determining the limits of the reasonable, it must be based on different products be treated differently.(B) the length of the customer toAccording to the law of consumer psychology, customer purchases of goods, especially the purchase of goods, must go through the selection process of comparison. However, due to differences in the degree of trust for different products, customers to buy the length of the selection are different. In general, the shorter the time to select customers that he formed a preference for branded goods, the higher the brand loyalty, on the contrary that he is the brand loyalty of the lower. In the use of this standard to measure brand loyalty, it is important to remove the product structure, use of the impact of differences.(C) customers of the price sensitivity of theConsumer prices are very important, but this does not mean that all kinds of products consumers the same degree of price-sensitive. Facts have proved that love and trust for the products, consumers bear the price changes of their ability, that is, low degree of sensitivity; and who do not like the product, consumer price changes on their ability to bear, that is highly sensitive. Which can also be a measure of consumer brand loyalty. Applying this standard, the customer should pay attention to the extent necessary for the products, product supply and demand situation and market competition of three factors. In practical application, the measure of price sensitivity and the relationship between brand loyalty,To exclude these three factors.(D) the customer's attitude to the competitive productsOf a change in brand attitude, and more competitive products by comparison with the generated. Products according to customer's attitude to the competitors, customers can determine the products of other brands of high and low loyalty. If customers are interested in strong competitor products, goodwill, and on the description of a low brand loyalty. If customers are not other good brand, a low level of interest on the notes of a high brand loyalty.(E) the quality of products the customer's attitudeAny one enterprise may occur due to various reasons the issue of product quality, even if the brand is also inevitable. If a customer's impression of a good brand, high loyalty, the problems of enterprises will be tolerant and sympathetic attitude, I believe that businesses will soon be addressed. If the customer brand loyalty of a low quality issues once the products, customers will be very sensitive, very likely no longer purchase the product. 中文再这个网址

摘 要]本文从思维方式、价值观念、审美情趣、传统风俗文化心理及民族禁忌等层面探讨了广告翻译策略。广告翻译质量的关键在于能否使译入语文化背景下的受众产生原文在源语文化背景中的相应效果在于能否准确把握两种文化异同。本文拟从中西思维方式差异、文化背景与价值观念差异、审美情趣差异、从传统风俗文化心理及民族禁忌层面等层面阐述广告翻译策略。[关键词]广告文化心理翻译一、文化与广告语言语言是文化的载体它反映一个民族的特征不仅包含着该民族的历史和文化背景而且蕴藏着该民族对人生的看法及其生活方式和思维方式。广告是一门艺术广告作品要有艺术感染力不仅要吸引观众还要触动其情感使其对企业及商品产生好感进而引导购买行为(胡屹1999)。为达到攻心目的国际广告中语言文字的翻译一定要精心求善求美。广告本身也蕴含着丰富的文化内涵它从一个侧面揭示了一个民族的心理特征、信仰和价值观念。因此译者对广告的理解也不能只限于字面还要了解其引申意义及丰富的文化蕴涵。所以商品的译名应该是好读、好听、好看做到音、形、义的完美统一。在翻译英语广告文字时，无论是英译汉还是汉译英，绝不能满足于字面上的翻译，做“表面文章”。必须要使语言翻译得既准确又地道，尤其是要把原文中的“潜台词”(message)或言外之意传达出来，做到达意、传神和表形，收到意似、神似和形似三统一的效果。二、广告翻译策略分析王佐良先生曾指出“翻译中最大的困难就是两种文化的不同……翻译者必须是一个真正意义上的文化人。”作为跨文化交际的重要组成部分，广告翻译也同样受到文化因素的制约。广告文化具有明显的大众性、商业性、民族性和时代性的特点所以文化传统、信仰、价值观念在很大程度上影响广告活动。本文拟从中西思维方式差异、文化背景与价值观念差异、审美情趣差异、从传统风俗文化心理及民族禁忌层面等层面阐述广告翻译策略。1.从中西思维方式差异层面审视广告翻译策略语言是思维的工具，而文化的构成又离不开思维(心理文化就是思维的直接产物)人的语言表达是受思维方式支配的思维又影响和制约着语言。东、西方文化的思维方式有着很大的差异。东方人主张“天人合一”、“物我交融”追求和谐与对称平衡重综合、重归纳、重暗示。西方人则主张“人天分立”、“物我分明”崇尚个体思维、个性展示重形式论证重分析、细微、曲折挖掘惟恐不尽描写惟恐不周。例如在西方国家里妇女解放是人们关注的一个焦点。在一则题为“Why can't a woman be like a woman”的香水广告中列举了妇女形象、地位变化以及这些变化带来的矛盾和困惑广告最后写道:Cabriole is full of delicuous like the woman who'clever enough to rnjoy being awoman.香水作为一种女性化的商品在这里成为妇女“To befeminist and feminine”的中介。这则广告的创意充分利用了妇女对自身形象的关注细致地分析了妇女解放带给人们的心理困惑强调女性思维博得了广大女性对商品的好感达到了很好的广告效果。译者如果不了解受众的思维方式，广告商所做的广告不仅难以达到促销的目的反而会带来一些意想不到的麻烦。如在英语广告中unique是一个使用频率很高的词汇这在一定程度上反映了西方社会强调个性的思维方式。然而由于中华民族特有的文化心理对于unique的强调难以在汉语广告中达到相应的效果。与之相反在汉语广告中“大宝”牌化妆品的广告语:“儿子一瓶，我一瓶，再给老爸来一瓶，我给老婆买一瓶”迎合了注重家庭亲情的大众心理。可见不同的民族有着不同的思维方式。迎合人们的思维方式以唤起认同感准确生动地传达商品信息刺激广告受众的购买欲对于成功的广告翻译是十分重要的。2.从文化背景与价值观念差异层面审视广告翻译策略美国人类学家爱德华·泰勒在《原始文化》一书中把“文化”作为一个中心概念提出来提出文化是一个复合的整体其中包括知识、信仰、艺术、法律、道德、风俗以及人作为社会成员而获得的任何其他的能力和习惯文化的内容如此丰富，是一个民族经过几千年的沉淀、发展和承袭而形成一定社会和社会群体的共同意识和共同规范。不同的民族文化深受其背景的影响，形成其不同的价值观念。语言反映文化文化的核心是传统的价值观念。广告商正是利用这一点竭力迎合人们的价值观念以谋求最大的商业利益。同样是航空广告由于价值观念不同美国航空公司的广告是“Bigthrillsmall bills”(大刺激小价钱)强调刺激、新奇价格便宜这是美国人所崇尚的价值观。又如在美国的主流文化中追求成功是压倒一切的主旋律而成功与否乃至成功的大小往往是用金钱来衡量的。基于此一家证券公司打出这样的广告标语: Want To Succeed Not Just Survive;2 The Will ToSucceed Is Part Of Americans Spirit最后的点睛之笔为The SuccessYou Want We Help You不难想象这则广告将会给成功欲极强的美国人留下深刻的印象。又如“:Carefour”是外商投资的超市译为“家乐福”取“家家都快乐和幸福”之意。的确它为都市人提供了衣、食、用等方面的商品成了人们喜爱的购物场所。无独有偶“安而乐”卫生巾同样迎合了国人“平安幸福”的人生价值观让女性感到安全、快乐。又如“可口可乐”和百事可乐”译文和中文谐音而且具有美好的含义。如“乐凯”彩色胶卷的商标音译为“Luck”为“幸福”之意“;Stone”寓意是“坚如磐石”作为“四通”电脑的英文商标充分体现了“四通人”甘做中国电脑的铺路石创世界名牌坚韧不拔的精神。类似的译名还有上海补品来福(Life)果奶“乐百士”(Robust)等等。而法国某公司在中国某地区曾推出“鸦片”牌男用香水本想用鸦片的诱惑力使中国的男人使用“鸦片”牌香水像鸦片一样上瘾。但由于该公司不了解中国人对鸦片二字的感觉不是诱人而是痛恨此广告严重挫伤了我国民众的民族自尊心。结果此品牌香水上市后受到消费者的猛烈抨击。鉴于此广告的翻译工作最好由广告受众国的译者去做因为只有受众国的译者才能熟知本国的价值观念才能译出符合本国受众思维方式和文化习惯因而为他们所喜欢的广告语。3.从审美情趣差异层面审视广告翻译策略大众的审美心理与广告的翻译之间存在着非常密切的关系。审美心理是一种综合的文化意识涉及到政治观点、宗教观念、生活方式和风俗习惯等各个方面。中国国民稳固的心里结构以“仁”、“务实”、“忍耐”为基本内容。形成特有的审美取向这里有很大成分是受儒家的“中庸”之道思想方法影响。审美要求“内敛”且有美善统一的自觉要求与西方审美观中的张扬的唯心主义片段性的思维相比更客观一些。西方的审美心理强调主体感情、想象、直觉产生的美、美感受康德美学思想中人的主体能力的影响形成全力张扬的现代主义的审美观这种审美观是非理性的具有意志、直觉、潜意识等方面把握美之本身的唯美化倾向。这种审美心理差异形成了中西广告文化的不同心理。中国人在文化上表现为大一统观念例如重权威、轻事实还有从众心理；有小农意识重实惠轻意念且人格至上。西方人的文化心理结构较为复杂以“人本”、“认知”、“行为”为基本内容。审美情趣是一种综合的文化意识涉及生活方式、风俗习惯等方面。而广告又是面对大众的一种重要的商品宣传手段它要迎合大众的审美心理。广告的翻译没有固定的模式应采用灵活多变的方法最大限度地再现原广告的神韵和风格提倡吸引力、诱惑力和表达方式的大众化同时要尊重普通人的审美情趣。因此广告商要深入了解商品出口国的文化背景了解异域广告受众的审美情趣这一点在出口商品的名称翻译中尤为重要。如我国有种叫“芳芳”的口红国人看到“芳芳”二字心中会产生美好的联想仿佛看到一位美丽善良的少女又好像闻到了她周身袭来的香气。而此商标音译成“Fang Fang”英语国家的消费者听了心中不禁生起一种恐怖之情因为Fang恰好是一个英文单词其义是a snake'spoison tooth(蛇的毒牙)。因此他们联想到的并不是一位涂口红的美丽少女而是毒汁四溅的毒蛇。翻译出现了这一败笔口红的销路便可想而知了。Whisper卫生巾音译为“护舒宝”。Whisper的英文意思是耳语、密谈富含女性用品的形象性和女性味。而翻译为中文时则传达给中国女性消费者的是该产品的功能和优良的品质给人以舒爽、安全、美妙的感觉从而达到了名牌效应。再如宝洁公司的洗发用品Head＆Shoulder如果仅根据原文直译为“头和肩”或像我国台湾地区一样翻译为“海伦仙杜丝”消费者会感到茫然不知所云而译为“海飞丝”高雅的词义迎合了广告受众的审美情趣使人联想到怡人的大海以及青春美少女飘逸柔顺的秀发随风飞扬的画面自然会激发消费者强烈的购买欲望。优雅的名称对商品来说是一种“包装”对消费者而言是一种“诱惑”。翻译广告时要符合大众的审美情趣只有当一个译名在人的心目中产生与本国消费者相似的美感时该产品才会被接受。4.从传统风俗文化心理及民族禁忌层面审视广告翻译策略一个国家、民族都有千百年来形成的风俗文化及审美习惯。因此译者应充分考虑到商品所销国家和地区的文化、历史和风俗尽量避免带有文化禁忌色彩的词语和形象这样才不会影响商品的销路。例如:中国有一种电扇商标为“蝙蝠”是因为“蝠”和“福”同音蝙蝠被认为是吉祥的动物。在日本韩国蝙蝠也象征幸福。但是如果翻译为Bat会引起西方人反感。类似的还有Dragon(龙)在我国历史上龙是一个图腾形象而在西方文化中;Dragon却代表罪恶、邪恶。英国人不喜欢Magpie(喜鹊)、大象。伊斯兰教国家对Panda(熊猫)很反感。数字在中西方喜好也有区别。日本不喜欢“4”认为与“死”同音。“7”在欧美国家有积极意义。“13”则象征不幸。出口英国的商标最好不用“666”因为它在圣经里象征魔鬼。还有对花类的青睐禁忌也有区别。如日本人忌讳荷花喜欢樱花意大利人偏爱玫瑰讨厌菊花。翻译时颜色的广告词也不可忽视。如:美国人大都不喜欢紫色;法国人讨厌墨绿色而偏爱蓝色;比利时人最忌蓝色;西方国家以白色象征纯洁把黑色当作死亡。总之各种禁忌无奇不有广告翻译者应大力研究。广告语言承载丰富的文化蕴涵。如MercedesBenz的中译“平治”这两个字马上使人联想到《大学》里所说的“齐家、治国、平天下”。平治汽车是身份的象征车主非富则贵即使不是国家、天下的领导者至少在治、平两方面有些参与。与平治同为名车的BMW译为“宝马”是取B与M的发音。现代的名车就是古代的宝马这两种汽车的翻译就很体现中国的文化内涵迎合了消费者的心理。不熟悉外族文化不了解异域人民的审美心理就会在商标翻译中出现败笔。还有一种出口干电池的商标叫“白象”英译成“WhiteElephant”应该是百分之百的正确。殊不知awhiteelephant这条固定的英文短语意为“沉重的负担”或“无用而累赘的东西”。由于翻译中的这一败笔商品的销路可想而知。为了向译者忠实地转达原文的信息和实现广告语的艺术性有时要做适当的文化转换。如“玉兔”这一商标英译成“MoonRabbit”而不译成“JadeRabbit”。原因是“玉兔”乃是我国神话中陪伴吴刚生活在月宫桂花树下的兔子因此它又成为月的代称。将它译成MoonRabbit体现了我国东方文化的风采使英文不易产生异解不会误以为是玉做成的兔子。三、结束语广告语言本身充满着丰富的想象力和极大的创造性。促销是它惟一的目的而把一国的广告语译成另一国广告语时由于社会文化、语言、民族心理等多方面的原因这种翻译绝非只是一种一一对应的语码转换。要求译者要具备语言、社会文化、民俗、心理学等、经济市场学、广告原理等方面的知识。二、参考文献：三、[1]王秉钦:文化翻译学[M].天津:南开大学出版社1995四、[2][美]萨丕尔:语言论[M].北京:商务印书馆1985五、[3]王佐良:翻译:思考与试笔[M]．北京:外语教学与研究出版社1989

建议你先找找案例。而且你给你内容也太宽泛了， 西方国家之间的文化也有很大的差异，建议你给出一个特定的国家和地区 再搜索结果。 而且作为毕业论文，引文要20篇以上才够说话。如果你有特定需要，可以留言联系我， 本人在美国读MBA

您好我的回答是 研究方法有： 课题研究方法 查阅相关资料,进行社会调研,通过个人思考和导师指导、创新提出企业 品牌经营发展的误区和对策建议,为加强品牌意识、走出误区