Since the founding of the People's Republic of China,the international communication of Chinese brands has gone through the process of brand strength changing from weak to strong,its communication targets moving from a few countries to the majority of the world,and its communication media shifting from traditional to digital.The paper is structured according to key points,presenting a framework for the development and changes of brand inter-national communication across different periods.In the development process of brand international communication,the macro system,actors,international environment,and concepts changes together constitute the driving force.At present,the international communication of Chinese brands should not only take up the task of redefining the image of"Made in China",but also become the new impetus of China's international communication,adhering to long-termism,and enhancing the communication power and influence of Chinese civilization.
international communication of brandshistorical evolutiondriving factorsnational image
NETL
NSTL
万方数据
