Cross-Cultural Perspective on Wyndham Brand's Online Promotion in China: Exploring and Optimizing the Potential of Online Operations at Home and Abroad

Haotian Zhang and Guiting Fan

Pinnacle Academic Press Proceedings Series, 2025, vol. 1, 45-52

Abstract: From a cross-cultural perspective, the Wyndham brand faces both opportunities and challenges in its online promotion in China. To enhance its influence and market share, the brand must explore the potential of online operations both globally and locally. By studying Western online models, such as precise marketing and in-depth membership operations, and integrating them with China's unique market characteristics, including consumers' reliance on social media and online travel platforms, Wyndham can carry out local innovation. Additionally, incorporating traditional Chinese cultural elements into promotional content, aligned with modern consumer psychology, will effectively attract Chinese consumers. In terms of strategy, leveraging big data to understand consumer behavior and deliver targeted content is crucial. Strengthening cooperation with popular Chinese new media platforms and conducting diversified marketing activities will further enhance brand visibility. Meanwhile, optimizing the user experience on its own platform is essential for improving brand loyalty. By combining potential exploration and strategy optimization, Wyndham is expected to achieve breakthrough development in China's online market and establish a unique cross-cultural online operation advantage.

Keywords: Wyndham brand; cross-cultural perspective; online promotion in China; online operation potential; operation strategy (search for similar items in EconPapers)
Date: 2025
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