The Research On Cross-Cultural Advertising Of China Brand In The Age Of Economic Globalization

In 1962, Marshall McLuhan--a famous Canadian communication theorist firstly proposed the concept of "Global village", witch is widespread and agreed nowadays. He agreed that with the development of human productivity, especially with the spread of modern information technology, the vision of human beings would be broader and broader. The connection between countries and regions would be more and more. And the boundaries of countries and individuals would be increasingly blurred. The entire planet seems to be like a "village".Suddenly, forty years have passed. The hypothesis had not been universally agreed. But it turned to be the reality for the global economic integration and the development of .information communication technology. Especially since the 1990s, as professional division and the global market allocation of resources, it has been impossible to survive and develop for any country or region without others. They have created increasingly closer interdependent relations on economic. Economic globalization and integration has become the current world economic development trend.Since 2001, china's accession to the World Trade Organization (WTO) has now been six years time.From January 1, 2005, China will enter a "transition period after the WTO" .In the meantime, the entry of foreign capital area, and the number of restricted shares will be canceled, opening up the market's overall strength and open atmosphere would improve, foreign investment will increase significantly. Communication services, wholesale and retail services, banking, insurance, travel agencies and tourism services, transportation services, warehousing services and other areas is likely to become foreign investment in new areas, thereby triggering fierce competition. International competition in the market is inherently cruel, coupled with the domestic market is going to open to foreign investment. Many well-known international brands has been completed in China's strategic layout, and under such circumstances, It can be predicted that Chinese enterprises will face a strong opponent.After 20 years of reform and opening up, many businesses and many enterprises have tempered the market made certain comparative advantages. Meanwhile, we also see that China is becoming the world's "manufacturing plant." Chinese enterprises in international competition is mainly manufactured earn profits, which is the value on at least part of the chain profits. It can be said that the Chinese enterprises in the process of growing up left to do is not strong expand the road. To enterprises, facing fierce competition to gain a share of the market is bound to go out of the country to participate in international competition in the market. Especially for those who have taken the country's enterprises, the International Brand Strategy is essential. At this time, change " Made in China " to "Made by China ", nurturing our own world-renowned brands, not only can increase the competitiveness of enterprises,but also to enhance the country's economic competitiveness ,which is crucial.By Chinese enterprises participating in the process of economic globalization, they need to create state-owned brands into a world influence in international brands. With China's economic development, China has a number of strong export-oriented enterprises. They can produce world-class products, and they hold world class technologies. However, as a long time they have not pay attention to brand promotion and publicity, or the way is not appropriate .This brings the reason which brand is not to known of wide people. And it weaken the enterprises on the international competitiveness and slow down the expansion of enterprises and development. Therefore, Chinese enterprises must establish a brand to the world, in addition to improving product and service quality. It also needs to be fostered and managed brand. And brand development process involves many aspects of the problem, including how do brand advertising. Brand advertising for cross-cultural communication can not be overlooked by Chinese enterprises.When brand advertising start cross-cultural communication, they face cultures which are different from their own culture. People who come from different cultural backgrounds are often difficult to understand the advertising the information and the manners of advertising because of different values, the way of thinking and behavior. How to eliminate the cultural differences, to improve cross-cultural advertising results are need to resolve by chinese enterprises at the urgent on their international marketing way.This paper attempts to enterprises from China's brand advertising cross-cultural communication and the status of key issues Chinese enterprises to explore brand advertising cross-cultural dissemination of strategic significance, Analysis of Chinese brands advertised in the process of cross-cultural communication problems exist, summed up Chinese enterprises brand advertising cross-cultural communication strategy.This paper has three parts . In the first part,the author analyze the current international situation and the development of chinese brand. And then author suggest that our enterprises should have international brand and brand adverting is very important for our country.In the second part,author explain the difference between chinese culture and Western culture. Author then analysis how these differences impact the cross-cultural brand advertising.The third part is the key of the study. Analysising of the favorable international conditions and unfavorable factors and using the reference of the famous western enterprises'advertising strategy in China such as Coca-Cola and Nestle ,the author raises ways and mothods that may improve competitiveness of chinese brand.