Analysis of Cross-Cultural Marketing Strategies for International Brands: The Example of Canon’s “Digital Preservation of Intangible Cultural Heritage” Project

Zhihao Liu, Yulin Wang, Huichen Yang, Mingxuan Du and Shihua Lai ()
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Zhihao Liu: Nanchang Institute of Technology, School of Communication
Yulin Wang: University of Sydney
Huichen Yang: Tianjin University of Technology
Mingxuan Du: National University of Malaysia, Faculty of Economics and Management
Shihua Lai: Beijing Normal University - Hong Kong Baptist University, United International College

A chapter in Proceedings of the 3rd International Conference on Economic Development and Business Culture (ICEDBC 2023), 2024, pp 301-310 from Springer

Abstract: Abstract In the wake of the 2008 Wenchuan earthquake, Canon discovered that a large number of folk artisans who knew the language and history of the Qiang people had been killed and countless Qiang cultural heritage destroyed. As a result, Canon decided to use its core imaging technology to help preserve intangible cultural heritage in impoverished areas through its “Image for Good Strategy”. In the following years, the Canon project team documented the intangible cultural heritage projects of dozens of ethnic groups, including the Qiang, Miao, Bai, Dai, Yi, Zhuang, Li, Naxi and Han Chinese. This paper takes the digital preservation project of intangible cultural heritage initiated by Canon in China as the object of study, and adopts a textual analysis method to analyse the brand’s cross-cultural marketing strategy by summarising Canon’s intangible heritage preservation projects, so as to provide indicative suggestions for Chinese enterprises’ cross-cultural marketing .

Keywords: cross-cultural marketing; Canon; intangible cultural heritage; digital preservation (search for similar items in EconPapers)
Date: 2024
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DOI: 10.2991/978-94-6463-246-0_37

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