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The Evaluation of Global Branding’s Intercultural Communication Effects for Chinese Local Brands

Author: ZhangYiYun
Tutor: JiangZhiBin
School: Shanghai International Studies University
Course: Communication
Keywords: Brand Globalization Intercultural Communication Dissemination of results Content Analysis
CLC: G206
Type: Master's thesis
Year: 2009
Downloads: 712
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Since China's accession to the WTO , the local enterprises facing fierce competition of multinational corporations to go abroad, to the world to become the Survival and Development . Brand globalization, multinational companies a powerful weapon for successful internationalization . China's domestic enterprises to achieve the globalization of the brand , it is necessary to conduct effective cross-cultural communication , so that local brands to become the world's leading international brands . This process is difficult to grasp the use of cross-cultural communication strategies adequacy , the ability to achieve the dissemination of results . Therefore , assessment of brand globalization, cross-cultural communication effects , it is particularly important . In this paper, the Lenovo Group , for example , to sort out and summarized its internationalization strategy . Summed up the three used in the process of globalization, \Subsequently, using content analysis , assessment of cross-cultural communication effects of globalization \Selected four authoritative international media : The New York Times (New York Times), the U.S. Cable News Network (CNN), The Times (Times) and the British Broadcasting Corporation (BBC), the set of four analysis categories : reports the number of reports of the protagonist , the contents of the reports as well as reports of attitudes toward cross-cultural communication effects analysis, and further integration of the Lenovo Group of three Intercultural Communication Strategy to assess the overall spread of globalization of the \Overall, the Lenovo Group of intercultural communication strategies suited to the company's own situation as well as the direction of development and achieve a good cross-cultural communication effects . Its brand \In short , China's local enterprises in brand intercultural communication process focusing on an assessment of the effects of its spread , timely detection of problems to solve the problem , the ultimate success of the shape of the internationally renowned global brand .

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