International Marketing Of Cross-culture Communication

This dissertation presents an exploratory study of Chinese brand globalization (CBG) among foreigners in China .CBG consists two perspectives: on one hand, Chinese brand globalization in foreign marketing; on the other hand, Chinese brand globalization in domestic marketing. With China entry into WTO and progress, more and more foreigners will come to China for tour, business, study, or sports etc.The cross communication will therefore be more colorful. As the number of foreigners who buy houses and settle down in China increase,"walk-in" guest and "community " will be gradually come into being in big main cities. Hence, in some certain foreign communities, people will have the similar consuming behavior due to their same background and custom, which easily builds up the brand community. This dissertation will take Xiamen, one of the five China Special Economic Zone as a Case, and further study how the Chinese Brand globalization in domestic marketing and how the communication strategy will be put forward during the brand globalization in Xiamen ?As a professor Roell Sophie pointed out in Financial Times, Most Mainland Chinese brands are still local or regional ones: they lack the resources to compete with the international giants. Take the case of Zhengguanghe, the Shanghai soft drinks group, which rejected joint ventures with Coca-Cola and sought to defend its established territory. The result: tumbling market share and rising debts.The case is not simply this, what we should do is to design a suitable mode for the development of these groups of Foreigners, not only in Xiamen.This would be a question.