Cross-Cultural Communication Strategy Model for Chinese Brands

Jingyun Zhang ()
Additional contact information
Jingyun Zhang: Beijing Technology and Business University

Chapter Chapter 5 in Cross-Cultural Communication of Chinese Brands, 2024, pp 147-165 from Springer

Abstract: Abstract The Belt & Road Initiative (BRI) shapes a trans-regional spatial relationship in a class of its own–shared globalization of government and enterprise. On the ground of related studies, the author has established multi-dimensional integrated strategic communication model, which is a cross-cultural communication strategy model for Chinese brands. With shared management at the core, the model juggles globalization, nationalization and localization, and aligns “push” and “pull”, which is the embodiment of new cosmopolitanism theory of cross-cultural communication of brands in the diversified cultural context. Three stages make up the “push” strategy used by Chinese brands in cross-cultural communication strategy: “Going out” (expanding international business abroad), “Going in” (penetrating the local society), and “Going up” (forming brand personality). Based on Taoist “Tian”, “Di” and “Ren”, step for Chinese brands in cross-cultural strategy is: embody brand country origin, embody brand ethnicity, and become Chinese global brand. A general model of cross-border operation and sharing is put together in this section, with focus on shared contents, objects and methods. What follows is a case study on CRRC and JD, entailing analysis and verification of the model applied in cross-border operations of high-end equipment and retail platform.

Keywords: The Belt & Road Initiative; Strategic communication model; Cross-cultural communication; International Operation and sharing model; New cosmopolitanism (search for similar items in EconPapers)
Date: 2024
References: Add references at CitEc
Citations:

There are no downloads for this item, see the EconPapers FAQ for hints about obtaining it.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:spr:sprchp:978-981-97-1371-4_5

Ordering information: This item can be ordered from
http://www.springer.com/9789819713714

DOI: 10.1007/978-981-97-1371-4_5

Access Statistics for this chapter

More chapters in Springer Books from Springer
Bibliographic data for series maintained by Sonal Shukla () and Springer Nature Abstracting and Indexing ().