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.

Auteur

Zhang Jingyun, Ph.D., is a professor at the Business School of Beijing Technology and Business University. She is mainly engaged in teaching and researching on brand management and public relations with the research interests including psychological distance of communication, cross-cultural communication of brands, inheritance and innovation of Chinese Time-honored brands and enterprises internationalization, etc. Sheserves the executive director of several academic institutions in the fields, such as the China Public Relations Association(5th), Chinese Marketing Association of Universities(11th), and Chinese Association for History of Journalism and Mass Communication (the branch of PR's). She has completed the National Social Science Fund Project "Study on Cross-Cultural Communication Strategy of Chinese Brands", the Beijing Philosophy and Social Science Project "Study on the Case Study of Beijing Time-honored Brand Marketing Innovation"and several enterprise consulting projects.