品牌文化定位、跨文化传播策略与老字号品牌国际化--基于同仁堂的案例研究  

Brand Cultural Positioning,Intercultural Communication,and Globalization of Time--Honored Brands--A Case Study of Tongrentang

作　　者：杨桂菊[1] 薛天赐 李雅 Yang Guiju;Xue Tianci;Li Ya(School of Business,East China University of Science and Technology)

机构地区：[1]华东理工大学商学院

出　　处：《营销科学学报》2024年第4期132-157,共26页Journal of Marketing Science

基　　金：国家社科基金项目(编号:23BGL067)的资助

摘　　要：老字号品牌国际化是打造全球品牌、提升我国文化软实力的重要战略举措。老字号品牌独特的文化资源有利于其在国际市场上建立差异化市场定位并提升品牌形象。本文基于跨文化传播视角构建了呈现阶段性演化的老字号品牌国际化路径的理论模型。基于同仁堂的案例研究表明:(1)在品牌国际化的不同发展阶段,基于不同的品牌文化定位,实施相应的跨文化传播策略,是逐步实现老字号品牌国际化的有效路径;(2)随着品牌国际化发展阶段的变化,老字号品牌要适时调整品牌文化定位,可结合目标顾客范围、顾客需求类型与可用的文化资源,实现品牌文化定位从功能型、体验型到意义型的升级演化;(3)在老字号品牌国际化的不同时期,基于不同的品牌文化定位需要采取差异化的跨文化传播策略。因此,在品牌国际化萌芽期,应放大产品/服务优势以建立产品知名度;在品牌国际化开拓期,可以桥接品牌的本民族文化与异国文化以获取跨文化消费者对品牌的好感度;在品牌国际化成熟期,则应面向全球消费者拓展品牌附加的社会和文化价值以扩大品牌文化认同度。不同阶段差异化的跨文化传播策略,是推动老字号品牌国际化阶段性升级的关键手段。The globalization of time-honored brands is an important strategy to build a global brand and enhance China's cultural soft power The unique cultural resources of time-honored brands are conductive to establishing differentiated market positioning and enhancing brand image in the international market Based on the perspective of intercultural communication,this paper constructs a theoretical model of the globalization of time-honored brands that is evolving in stages The case study based on Tongrentang shows that:(1)In different stages of brand globalization,implementing corresponding intercultural communication strategies based on brand cultural positioning is an effective path to gradually realize the globalization of time-honored brands(2)According to different stages of brand globalization,time-honored brands should adjust the brand cultural positioning,which can be achieved by combining the target customer range,needs,and available cultural resources to upgrade the brand cultural positioning from the functional,experiential to meaningful(3)The staged strategies for time-honored brands to implement intercultural communication include:amplifying the advantages of products/services to gain brand product recognition in the building stage of brand globalization;bridging national and foreign cultures to establish brand likability in the expanding stage of brand globalization;extending the brand's additional social and cultural value for global consumers to achieve global brand cultural identity in the mature stage of brand globalization Differentiated intercultural communication strategies at different stages are the key means to promote the phased upgrade of time-honored brands.

关 键 词：老字号 品牌国际化 跨文化传播 框架联结策略 品牌文化定位 

分 类 号：G124[文化科学] F273.2[经济管理—企业管理] F426.72[经济管理—国民经济] G125