Transnational Marketing Communication Strategies of Enterprises from the Perspective of Culture
Successful cross-border marketing communication can promote sales,bring profits,and enhance the corporate image for export enterprises.For the country where the export enterprise is located,and enhance cultural soft power.The article adopts literature research and case analysis methods,focusing on cultural perspectives and combining with recent cases of corporate cross-border marketing communication,to explore the strategies of corporate cross-border marketing communication in China.Research suggests that from a cultural perspective,Chinese enterprises should adopt the following strategies to effectively engage in cross-border marketing communication:in terms of communication subjects,they can utilize the excellent traditional Chinese culture to empower themselves;In terms of dissemination objects,the culture of the target country,especially the target consumer group,should be respected;In terms of disseminating information,it is necessary to consider the decoding characteristics of the audience for encoding language and non-language symbols;In terms of communication channels,it is necessary to follow the laws of communication to develop media combinations and scheduling plans.
万方数据
维普
