文化符号营销对中国品牌国际化传播的意义  

Significance of Cultural Symbol Marketing to the International Communication of Chinese Brands

作　　者：黎梅飞 Li Meifei(Guangzhou Lihua College,Guangzhou 511300,China)

机构地区：[1]广州华立学院,广州511300

出　　处：《黑龙江科学》2023年第17期130-132,共3页Heilongjiang Science

摘　　要：从增强品牌辨识度、建立品牌认同感、探索新兴市场、强化品牌故事叙述、塑造品牌声誉方面探讨文化符号营销对中国品牌国际化传播的意义。提升品牌辨识度有利于中国品牌在国际市场上树立与众不同的形象,在海量信息和竞争中脱颖而出。建立品牌认同感能够让消费者感受到中国品牌背后的文化价值,引起消费者内心的共鸣。中国品牌需要认真研究新兴市场的文化特点、消费者习惯和市场竞争环境,并根据市场反馈及时进行调整和优化。强化品牌故事叙述能够为品牌赋予情感、价值和意义,使中国品牌在国际市场上树立更为深远和积极的品牌形象。可以通过回馈社会、关心环保等方式体现中国品牌的社会责任,以实际行动证明品牌价值观的真实性和可信度。文化符号营销对中国品牌的国际化传播具有积极意义,有利于让更多的中国品牌走向国际舞台。The study explores the significance of cultural symbol marketing to the international communication of Chinese brands from the following aspects:enhancing brand recognition,establishing brand identity,exploring emerging markets,strengthening brand narrative and shaping brand reputation.Improving brand recognition is conducive to Chinese brands to establish a distinctive image in the international market and stand out in the mass information and competition.The establishment of brand identity can make consumers feel the cultural value behind Chinese brands and arouse the resonance of consumers.We should carefully study the cultural characteristics,consumer habits and market competition environment of emerging markets,and adjust and optimize in a timely manner according to market feedback.Strengthening brand storytelling can endow the brand with emotion,value and meaning,and enable Chinese brands to establish a more far⁃reaching and positive brand image in the international market.We can reflect the social responsibility of Chinese brands through giving back to the society and caring about environmental protection,and prove the authenticity and credibility of brand values with practical actions.Cultural symbol marketing is of positive significance to the international communication of Chinese brands,and is conducive to making more Chinese brands enter the international stage.

关 键 词：文化符号营销 中国品牌 国际化传播 品牌竞争力 品牌辨识度 品牌认同感 品牌故事叙述 品牌声誉 

分 类 号：F274[经济管理—企业管理]