Kooperativer Bibliotheksverbund

UID:

Format: 1 online resource (372 pages)

Edition: 1st ed. 2024.

ISBN: 9789819713714

Content: This book presents theoretical insights into key aspects of Chinese brand cross-cultural communication, such as psychological distance, implicit context, brand narrative and influence of bridge crowds.This book applies the psychological distance theory of communication to study the psychological distance strategy of cross-cultural communication of Chinese brands from macro and micro perspectives, and proposes to resolve cultural differences by adjusting psychological distance. Based on the above theories,the authors construct the cross-cultural communication strategy model for Chinese brands, in which the following models have been proposed, such as the stages of globalization for Chinese brands, Internationalization of Chinese Enterprises (general as well as several application models).Chapter IX includes five cases studies, including Huawei, CRRC Yongji, COFCO, Yili Thailand and the " Walking Lunar New Year's Eve Dinner" project, which represent four types of brands: high-end equipment, fast moving consumer goods, high technology and cultural activities brand.This book not only provides readers with a broader understanding of brand cross-cultural communication research, but also offers practical suggestions for companies in emerging market countries , especially Chinese enterprises that are undergoing brand globalization.

Note: Preface -- Introduction -- Chapter 1 Status and Problems of Cross-cultural Communication of Chinese Brands -- Chapter 2 Implied Context in Cross-cultural Communication of Chinese Brands -- Chapter 3 Chinese Brand Cross-Cultural Communication Strategy: Psychological Distance -- Chapter 4 Cross-cultural Communication Strategy Model for Chinese Brands -- Chapter 5 "Bridge Crowd" Functions to Chinese Brands Cross-cultural Communication -- Chapter 6 Chinese Brands Narratives in Cross-cultural Communication -- Chapter 7 Cultivation of Chinese Luxury Brands and Cross-cultural Communication Strategies -- Chapter 8 Role of Consulting Companies in Cross-Cultural Communication of Chinese Brands -- Chapter 9 Case Studies -- Chapter 10 (Appendix): Interviews and Insight .

Additional Edition: ISBN 9789819713707

Language: English

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

URL: Volltext  (URL des Erstveröffentlichers)

UID:

Format: 1 online resource (372 pages)

Edition: First edition.

ISBN: 9789819713714

Note: Intro -- Foreword -- Preface -- Backgrand -- The Main Content of the Original Book -- Major Revisions -- Acknowledgments -- Contents -- About the Author -- 1 Brand Cross-Cultural Communication: Theoretical Basis -- 1 From Anthropology to Cultural Anthropology -- 1.1 Anthropology and Culture -- 1.2 Cultural Values and Dimensions -- 2 Psychological Distance Theory -- 2.1 Psychological Distance in Literary Psychology -- 2.2 Psychological Distance in International Trade -- 2.3 Communication Psychological Distance Theory -- 3 Intercultural Communication Theory -- 3.1 Construct System -- 3.2 Communication Context -- 3.3 Stranger Theory -- 3.4 Listening Culture, Dialogical Culture, and Data Culture -- 3.5 Obstacles and Conflicts in Cross-Cultural Communication -- 3.6 Cross-Cultural Adaptation and Adjustment -- 4 Cross-Cultural Management Theory -- 4.1 Cross-Cultural Human Resources Management -- 4.2 The Effect of Power Distance on Organizational Communication -- 4.3 Cross-Cultural Negotiation Strategies -- 5 International Marketing and Brand Management Strategies -- 5.1 International Marketing Orientation and Decision-Making -- 5.2 Strategic Brand Management and Its Applications -- References -- 2 Status and Problems of Chinese Brand Cross-Cultural Communication -- 1 Background -- 2 Literature Review -- 3 Theoretical Models and the Relevant Hypotheses -- 3.1 Construction of Theoretical Model -- 3.2 The Presentation of Relevant Hypotheses -- 4 Variable Measurement and Data Acquisition -- 4.1 Measurement of Related Variables -- 4.2 Data Acquisition -- 4.3 Description Statistics of Sample Enterprises -- 4.4 Reliability and Validity Test of Survey Data -- 4.5 Model Test Results -- 5 Conclusions and Recommendations -- 5.1 Summary -- 5.2 Suggestions -- References -- 3 Implicit Context in Cross-Cultural Communication of Chinese Brands. , 1 The Theoretical Trace of Implicit Context -- 1.1 Context in the Perspective of Linguistics Theory -- 1.2 Implicit Context in the Perspective of Communication Theory -- 1.3 Implicit Context in the Perspective of Cross-Cultural Communication Theory -- 2 The Main Implicit Contexts in Brand Cross-Cultural Communication -- 2.1 Cultural Implicit Context -- 2.2 Political and Institutional Implicit Context -- 2.3 Relational Implicit Context -- 2.4 Posterior Context -- 3 Solution Tactics for Implicit Context -- 3.1 Response Tactics for Cultural Implicit Context -- 3.2 The Response to the Implicit Context of Politics and Institutionality -- 3.3 Response Tactics for Relational Implicit Context -- 3.4 Coping Tactics for Posterior-Context: Supporting, Avoiding, and Pandering -- References -- 4 Chinese Brand Cross-Cultural Communication Strategy: Psychological Distance: Spatial Relation Perspective -- 1 Main Theories -- 1.1 Space and Spatial Relationships -- 1.2 Psychological Distance -- 1.3 Brand Theories -- 2 Literature Review -- 2.1 Relevant Research in the Field of International Trade and Investment -- 2.2 Research on Construal Level Theory (CLT) in Cognitive Psychology -- 2.3 Research on Cross-Cultural Brand Communication -- 3 Main Spatial Relationships in Brand Cross-Cultural Communication -- 3.1 Physical Spatial Relationship -- 3.2 Conceptual Spatial Relationship -- 3.3 Institutional Spatial Relationship -- 4 Psychological Distance Strategy of Chinese Brand Cross-Cultural Communication from the Perspective of Spatial Relationship -- 4.1 Physical Spatial Relationship: First Space Relationship Processing -- 4.2 Conceptual Space: Second Space Relationship Processing -- 4.3 Institutional Space: Dealing with the Third Space Relationship -- References -- 5 Cross-Cultural Communication Strategy Model for Chinese Brands. , 1 Globalization Strategy of Chinese Brands Under the Belt and Road Initiative -- 1.1 Chinese Shared Globalization: Government and Enterprise -- 1.2 Historical Narrative: Diachrony and Synchrony -- 1.3 BRI Creates a Spatial Relationship that Transcend Geography -- 2 Cross-Cultural Strategic Communication Model for Chinese Brands -- 3 International Sharing Model for Chinese Enterprises -- References -- 6 "Bridge Crowd" Functions to Chinese Brands Cross-Cultural Communication -- 1 Backgrand -- 2 Literature Review and Research Bases -- 2.1 The "Bridge Crowds" in Cross-Cultural Communication -- 2.2 Relevant Theories on Brand Communication -- 2.3 "Hidden Rules" in Brand Cross-Cultural Communication -- 3 Research Methods -- 4 Research Results -- 4.1 Foreigners in China Are Veritable "Opinion Leaders" in Chinese Brand Cross-Cultural Communication -- 4.2 The Cognition of Foreigners in China on Chinese Culture and Chinese Brand well as Media Exposure are Main Influencing Facters -- 4.3 Brand Experience of "Real, Instant and Interactive" Replaces "Indirect, External and Symbolic" One -- 5 Suggestions -- 5.1 Play Appropriate Play to "Bridge Crowds" and Make Domestic Advertising More Globally -- 5.2 Establish the Concept of "Domestic Communication is International Communication" -- 5.3 Take Advantage of Various "Bridge Crowds" -- References -- 7 Chinese Brand Narratives in Cross-Cultural Communication -- 1 Message Building of Cross-Cultural Brand Narratives -- 1.1 Brand Signs in Cross-Cultural Brand Narratives -- 1.2 Conveying of Meaning in Cross-Cultural Brand Narratives -- 2 The Styles of Cross-Cultural Brand Narratives -- 2.1 Feminist Narratology -- 2.2 Transmedia Narratology -- 3 Design of Cross-Cultural Brand Narratives -- 3.1 Product Narrative -- 3.2 Retail Store Narratives -- 3.3 Platform Narratives -- 3.4 Spatial Narratives. , 4 Design of Cross-Cultural Brand Stories -- 4.1 Theme -- 4.2 Narrative Techniques -- 4.3 Value Propositions of the Brand -- 4.4 Implications -- 5 Communication Forms of Cross-Cultural Brand Narratives -- 5.1 Journalism -- 5.2 Advertising -- 5.3 PR's Narrative -- References -- 8 The Cultivation of Chinese Luxury Brands and Cross-Cultural Communication Strategy -- 1 Background -- 2 Literature Review -- 3 Main Characteristics of Luxury Brands -- 4 Main Obstacles and Countermeasures of Luxury Brands' International Operation -- 4.1 Major Obstacles to International Operation of Luxury Brands -- 4.2 Countermeasures for Developed Luxury Brands in China Market -- 5 Necessity and Feasibility of Cultivating Chinese Luxury Brands -- 5.1 The Necessity of Improving the Positioning of Chinese Brands -- 5.2 Many Traditional Chinese Categories with Luxury Brand Genes -- 5.3 Foundation of Luxury Brand Management and Consumption -- 6 Suggestions on the Cultivating Chinese Luxury Brands -- 6.1 Expand Luxury Good Categories According to Market Characteristics -- 6.2 Transform Chinese Time-Honored Brand to Luxury Brand with Culture + Technology Strategy -- 6.3 Upgrade High-End Brands By Brand Extension -- 6.4 Carry Out IP Cooperation with Implicit Cross-Cultural Character -- 6.5 Take Reasonable Use of Brand Leverage -- 6.6 Create Unique Brand Personality Based on Brand Archetype -- References -- 9 The Role of Consulting Companies in Cross-Cultural Communication of Chinese Brands -- 1 Background -- 2 The Cross-Cultural Communication Challenge for Chinese Enterprises "Going Out" and the Roles of Consulting Firms -- 2.1 Corporate Communications -- 2.2 Financial Communications -- 2.3 Public Affairs -- 3 Chinese vs. Westen Consult Services in International Business -- 4 Proposals for Choosing Consulting Firms in the Chinese Enterprises Iternationalization. , 4.1 Select the Type of Consulting Firm According to Variety Needs of International Business -- 4.2 Focus on Interest and Decision-Making Orientation -- 4.3 Grasp the Initiative of Choice -- 4.4 Familiar with the Business Characteristics of Different Consulting Firms -- 4.5 Use Third-Party Consulting Supervision if Necessary -- 10 Case Study -- 1 Case 1: Huawei: From Enterprise Internationalization to Brand Globalization -- 1.1 Introduction -- 1.2 Huawei: Brand Elements and Positioning -- 1.3 Internationalization Process -- 1.4 Major Measures in Brand Globalization -- 1.5 Analysis: Huawei's Cross-Cultural Brand Communication Strategy -- 1.6 Conclusion: Global Branding Still Has a Long Way to Go -- 2 Case 2: CRRC Yongji: Expansion from Europe to BRI Joint Development Countries' Markets -- 2.1 Project Background -- 2.2 Survey to the European Market -- 2.3 Take Full Advantage of Hamburg's Regional Advantages for Promotion -- 2.4 Expansion to BRI Joint Development Countries' Markets -- 3 Case 3: COFCO's M& -- A of Tully Sugar in Australia: A Psychological Distance Perspective -- 3.1 Case Background -- 3.2 Case Description: Merger & -- Acquisition (M& -- A) Process -- 3.3 Case Study -- 3.4 Summary and Discussion -- 4 Case 4: Yili Thailand: Brand Upgrade Project of Cremo -- 4.1 Project Background -- 4.2 Market Survey -- 4.3 Project Planning and Implementation -- 4.4 Project Evaluation -- 5 Case 5: "Happy Chinese New Year - Walking New Year's Eve Dinner": Comes to Facebook Headquarters Project -- 5.1 Project Overview -- 5.2 Project Background -- 5.3 Project Research -- 5.4 Project Planning -- 5.5 Project Implementation -- 5.6 Project Evaluation -- 11 Appendix: Interview and Insight -- 1 Interview: Integrate in Globalization Properly Making National Brands Known to the World. , 2 Insight: Several Suggestions on Cross-Cultural Communication Strategies for Chinese Brands.

Additional Edition: ISBN 9789819713707

Language: English