Intercultural Communication Studies:Brand Globalization Of Tsingtao Brewery

In recent years, the brand intercultural communication has been the topic of common concern between management and dissemination of academic scholars. In the "big data" era, it is an opportunity and challenges of the times for the brand enterprises. For Chinese multinational brand cross-cultural management, it is not only to change their concepts, out of ideological errors and to develop scientific brand management strategy, but also to improve product quality and service quality, expand communication channels,and to increase the communication efforts, in order to enhance cross-cultural influence brand.Intercultural Communication management is a trend of multinationals brand management. First,discussing the relationship between the brand globalization and brand intercultural, brandglobalization is a necessary performance of the brand in the form of cross-cultural and cross-cultural management has an important impact on brand globalization, the inherent requirements of brand globalization is that multinational corporations establish a long-term business strategy of cross-cultural system; then making a brief introduction to a century history of Tsingtao Brewery development,Tsingtao Brewery has become a synonym for beer in the world,it is undoubtedly successful in intercultural communication operators; in the last, starting to develop a different communication strategy according to different cultural backgrounds from China Tsingtao Brewery intercultural business spread and focusing on a series of useful attempt to explore the process,which Tsingtao in the organic integration of culture in different countries,so sublimating some regularities about the brand in the context of intercultural communication, with the help of these,the Chinese international brand-building will learn a lot experience and it will have great significance for Chinese enterprises to expand business.