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A Strategic Study on China’s Global Branding-From an Intercultural Perspective

Author: ZhuJingYu
Tutor: ZhuPing
School: Shanghai International Studies University
Course: International Trade
Keywords: Brand globalization Cross-cultural communication Cultural elements
CLC: F273.2
Type: Master's thesis
Year: 2009
Downloads: 446
Quote: 0
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Abstract


The 21st century is the brand contest century. With the accelerating process of global economic integration, development and management of more and more multinational brands have been elevated to the strategic level. Opportunities of globalization can more easily their products to the world market, but also facing fierce competition of strong international brands. As we all know, the competitive advantage of Chinese-made products from its cost advantage, but the more developed the economy, the higher the income level of residents, the decision will be competitive brand advantage. China to improve export status quo must be changed to rely on the domestic labor-intensive manufacturing advantage of low-priced products to occupy the situation in the overseas market, and how to use the brand premium brand in the world, to build a good reputation will be imminent. This article aims to cross-cultural perspective, and explore how to use effective cross-cultural communication, combined with the success of cross-cultural marketing strategy to go international brands to create a road suited to their development. Firstly, start from the reason of lack of real world famous, proposed that in addition to product and service quality and other hardware factors, cultural differences is increasingly becoming a major obstacle to international brand. In addition, the Chinese brand to be active in the international arena, we must have rich cultural connotations as blood support, making it eternal youth. Cultural factors can not be ignored in the process of brand building. Next, the paper analyzes the relationship of culture and brand culture brand internationalization process in clashes and the elements, including the four values, customs, language and symbols, corporate culture, based on the analysis, the paper further cultural strategy of how to use cultural force to overcome the cultural differences, develop marketing strategies appropriate for the target market, and promote cross-cultural communication, better enter the international market for domestic products. Finally, through case study to learn from the successful experience of the U.S. Pizza Hut brand international comparison pearl brand in China is difficult to \Generally speaking, the main conclusions of the paper are: culture and image in the international community to give the brand a unified, standardized core values; localization for different target markets to develop promotional strategies, marketing programs localization.

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