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Return to the World Exhibition Thereafter, war restricted China''s attendance at World Exhibitions. It was not until the 1982 America Knoxville World Exhibition that China returned to the World Exhibition circuit. China sent delegations to the following World Exhibits: the 1982 America Knoxville World Exhibition, the 1984 New Orleans Rivers World Exhibition, the 1985 Tsukuba Science and Technology World Exhibition, the 1986 Vancouver Transportation World Exhibition, the 1988 Brisbane Relaxation World Exhibition, the 1990 Osaka World Gardening Exhibition, the 1992 Spain Seville World Exhibition, the 1992 Genoa Ship and Ocean World Exhibition, the 1993 Taejon World Exhibition, the 1997 Quebec Follows World Exhibition, the 1998 Portugal Lisbon World Exhibition, the 1999 China Kunming World Gardening Exhibition and the 2000 Germany Hannover World Exhibition. The charm and spirit of China again received world-wide attention. The history of China''s participation in the World Exhibition reflected the ups and downs of China from decline to rejuvenation. However, modern Chinese believed that the universal exhibitions were too competitive, and not entirely without reason. This was almost true in an age of human pride. In the second half of the 20th century, especially after World War II, the humans reviewed their existence, hoping to set up new beliefs on the ruins of war. This is no longer an age of Human Pride, instead we are becoming increasingly modest as we determine our place in the eternity of nature. People are calling for all races to share the power and intelligence of mankind to resolve the issues of existence. Humanity needs to make a concerted effort to address the hole in the ozone layer, the increasingly serious desertification of land, environmental pollution, unsustainable use of resources and weapons of mass destruction. Humanity must unite to remove the threats to human existence. While it started as an arrogant display of national wealth, the World Exhibition now looks to global unification, a common dream of all human beings. Thirty-five years ago, Martin Luther King Jnr, a great American, expressed his visionary faith in the future: "I have a dream that one day every valley shall be exalted, every hill and mountain shall be made low, the rough places will be made plain, and the crooked places will be made straight. With this faith we will be able to hew out of the mountain of despair a stone of hope. With this faith we will be able to transform the jangling discords of our nation into a beautiful symphony of brotherhood." This is the dream of the World Exhibition.

本土全球化英文

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linsisty-Q

[,ɡlokəlaɪ'zeʃən]

n. 全球在地化;全球本土化

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风荷丽景

全球化(globalization)一词,是一种概念,也是一种人类社会发展的现象过程。全球化目前有诸多定义,通常意义上的全球化是指全球联系不断增强,人类生活在全球规模的基础上发展及全球意识的崛起。国与国之间在政治、经济贸易上互相依存。全球化亦可以解释为世界的压缩和视全球为一个整体。二十世纪九十年代后,随着全球化势力对人类社会影响层面的扩张,已逐渐引起各国政治、教育、社会及文化等学科领域的重视,纷纷引起研究热潮。本土化不是狭隘的地域观念,更不是族群的对立,而是放眼国际,展望未来。现代社会由于交通发达,地区与地区之间往来密切,旅游、参访,甚至移民风气普遍频繁。到了一个新地方,想要融入当地生活环境,学习当地的语言、接受当地风俗习惯,就成为必要的条件。在产品策略,促销策略中将二者结合:(一)从全球化视角出发传播品牌的核心价值及统一形象(二)从本土化视角出发建立品牌与消费者的关系品牌传播过程实际上是与消费者进行沟通、建立关系的过程,在这一过程中品牌应努力适应当地文化环境。(三).品牌传播中结合本土文化的广告诉求。(四)开展本土化公关,建立良好的品牌社会形象。品牌传播全球化策略与本土化策略的融合,应遵循以下原则:(1)品牌传播理念上要全球化,但具体的传播手段要本土化;(2)在品牌内涵传播上的全球化,在品牌表现元素上的本土化;(3)品牌传播视野上要全球化,体现的营销文化要本土化。

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