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写作要求

论文题目：企业文化：本土广告公司国际化进程中的有效途径
论文语种：英文
您的研究方向：广告管理
是否有数据处理要求：否
您的国家：美国
您的学校背景：
要求字数：13000
论文用途：硕士毕业论文 Master Degree
是否需要盲审（博士或硕士生有这个需要）：否
补充要求和说明：要求达到高分水平

Abstract
21st century, a completely new age for mankind, is an era of culture. The enterprise, which aims at top achievement, should be convinced of the importance and the inestimably power of the corporate culture, which can arise the productivity and competitive capacity. When a corporation develops to a considerable size, it can not make the accordant target of individual and corporation to achieve the resultant force, if there’s not advanced management philosophy and management idea to captain numerous staff of the corporation. Summing up the successful management experience of corporations at home and abroad, we can make out that almost all the successful corporations have their inimitable corporation culture as management guidance idea.

Advertising firm serves as the image publicity and advertising services for of other social organizations, any community or organization can become the client of an advertising agency, any product can become advertising's target audience, and even some of the ideas, concepts, and behavior can also be advocacy advertising object. The ultimate intent of advertising is to bring economic, social and ecological benefits for its served social organizations.

Based on the above reasons, this thesis conducts the analysis of the relationship between corporate culture in advertising firms and business performance in the globalization process.

Keywords: Corporate culture; Globalization; Business performance; Empirical research

List of Contents
Abstract 2
List of Contents 3
Chapter 1 Introduction 5
1.1 Background and significance of research 5
1.2 Aims & Objectives 6
Chapter 2 Literature Review 7
2.1 The concept of corporate culture 7
2.2 Measurement and diagnosis of corporate culture 8
2.2.1 Measurement methods 8
2.2.2 Typical Scale 9
2.3 Definition of organizational performance 12
2.4 Relationship between corporate culture and business performance 13
2.4.1 Theoretical Analysis 14
2.4.2 Empirical study 16
2.5 The differences between Chinese domestic advertising agencies and 4A agencies 18
2.5.1 Definition of advertising 18
2.5.2 Chinese advertising industry 19
2.5.3 International 4A advertising agencies 20
2.6 Contents of corporate culture to advertising firms 21
Chapter 3 Research Methodology 24
3.1 Introduction 24
3.2 Research approach 25
3.3 Research strategy 25
3.4 Research methods 27
3.4.1 Quantitative method 27
3.4.2 Qualitative method 27
3.5 Data collection 29
3.5.1 Primary research 29
3.5.2 Secondary research 30
3.6 Limitations of the research 30
Chapter 4 Research Design 32
4.1 Theoretical Framework 32
4.2 Research hypothesis 33
4.3 Research tools 36
4.3.1 Definition of variables and measurement 36
4.3.2 Questionnaire design 38
4.3.3 Revised questionnaire 39
4.3.4 Reliability and validity analysis 40
4.4 Research methods 43
4.4.1 Sample selection 43
4.4.2 Sample design 43
4.4.3 Data processing 44
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