Cross-culture Theory For The Study Of TCL Mobile Phone Brand Culture Expansion

Because of the development of technology and homogeneity of products, culture has already been a key factor for brand competition, when the market competition has become more and more fierce. Enterprises, no matter native or multinational, all hope to win customers and social publics'approbation and affinity for their products and brands, and win cultural identification by carrying out brand culture expansion. Therefore, how to carry out the brand culture expansion with accuracy, comprehend the traditional cultural value within Chinese consumption culture, is the problem that this thesis wants to resolve.The first half part of this thesis introduces the cultural value level theory of Netherlandish cross-cultural scholar Hofstede, and the related concepts of brand culture expansion respectively. It compares and analyzes the culture expansion strategy of international and native brands, from all the angles of product design, packing, brand position, advertisement and so on. And advances practical implements of cross-cultural theory leading to brand culture expansion, which could be a reference for native brands to build up images of national brands, and promote their brand cultural competition abilities. It is a new innovation of brand study field to make use of Hofstede's cross-cultural theory in brand culture expansion research, and analyze the brand culture expansion strategy from the five dimensions of his theory. It is also a new field for applying his theory. And they are exactly the innovation of this thesis.The positive research of this thesis makes TCL mobile phone brand as a case to analyze. According to the results of conducting theory and cases analysis, the questionnaire of consumption psychology of TCL mobile phone brand was designed on the basis of the five dimensions in Hofstede's theory. The questionnaire was sending out both in Southern Yangtze University in Wuxi and Jiangsu University in Zhenjiang, to make undergraduates psychological evaluation of TCL brand, and finally advances a set of brand culture expansion strategy of TCL mobile phone aimed at undergraduates according to the results of psychological evaluation. The results of this research will be an important reference for making brand culture expansion strategies aimed at other consumption publics, and will be good for other mobile phone brands or other product brands.Results of this research has its limitation because of the investigation, but is an attempt of using cross-cultural theory in brand culture expansion, and provide the possibility for follow-up research.