国际企业品牌的跨文化传播——以化妆品行业为例 The Cross-cultural Communication of Brand Culture of International Enterprises — A Case Study of Cosmetics Industry开题报告

1. 研究目的与意义（文献综述）

research purpose:

propagating brand culture has gradually become an important means for international enterprises to open up their worldwide market. however, because of different political, economic and cultural environments,few enterprises have good cultural integration with local conditions. thispaper aims to analyze the problems encounteredwhen several first-class cosmeticsenterprises such as estee lauder, lancome, shiseido and so onenter the international market,and also thebrand culture strategiesimplemented in their internationalizationprocess, searching foranappropriate wayto promote brand culture in the international development of chinese local enterprises.

2. 研究的基本内容与方案

contents:

1.introduction

1.1 research background

3. 研究计划与安排

before 4th january : settlement of the title

before 28th february submission of the outline

before 29th april : submission of the first draft

4. 参考文献（12篇以上）

[1] c. samuel craig, susan p. douglas. assessing cross-cultural marketing theory and research: a commentary essay[j]. journal of business research, 2011, 64(06): 625-627.

[2] maria adenfelt, exploring the performance of transnational projects: shared knowledge, coordination and communication[j]. international journal of project management, 2010, 28(06): 529-538.

[3] murad antia, j. barry lin, christos pantzalis. cultural distance and valuation of multinational corporations[j]. journal of multinational financial management, 2007, 17(05): 365-383.