Abstract:
Abstract (English)
The purpose of this thesis is to translate an academic article written in 2016 by the Marketing professors Li Yang and Fu Guoqun, respectively teaching at the Business School of Beijing, the Technology and Business University and the Guanghua School of Management at Peking University. The script explores the country of origin stereotype among Chinese consumers, focusing on its effect on post-'80s and post-'90s generations. It represents an interesting basis for a clear understanding of the Chinese consumerist phenomenon and, consequently, for the implementation of marketing communication aimed at reaching the most dynamic market in the world: China.
The translation is preceded by a theoretical chapter to better understand the marketing field. The concept of brand and other main marketing factors deriving from the comparison of the Western and Eastern consumers constitute a well-delineated background to the work.
Regarding the translation from Chinese into Italian: it deals with country of origin, it shows the differences between Chinese consumers from two generations which, although temporally contiguous, differ considerably in terms of behaviour, as proved by the study.
The final part of the thesis consists of an analysis of the whole translation process: it provides the reader with a detailed explanation of the strategies adopted and the proper text features; finally, it is followed by a glossary to collect together the technical vocabulary in Chinese, Italian and English.
Abstract (Chinese)
本文旨在通过翻译北京工商大学讲师李杨和北京大学光华学院管理学院教授符国群在2016年合作撰写的一篇学术文章，探讨中国消费者对于消费产品原产地的刻板印象，重点聚焦对于80后、90后产生的影响。文章清晰地展现了一个有趣的消费主义现象：以营销传播为基础，形成了当今世界上最具活力的市场——中国。
本文在翻译之前加了理论章节，以便于更好理解营销领域。通过对东西方消费者进行比较得出品牌概念差异和其他主要营销因素共同构成了这篇文章的理解背景。
本文是从中文翻译成意大利语：它涉及原产国差异导致的对于两代中国消费者消费观念的差异，研究表明，尽管时间是延续的但是这两代人在消费行为上有很大差别。
