A Study Of Chinese Global Brand Values Based On Social Media Video

Recently,with the integration of economic globalization,international scholars and industry researchers have paid concern on the development trend of global brands.Meanwhile,driven by Internet technology,the emergence of various social media makes the link between consumers and consumers,consumers and brands more closely,which is both an opportunity and a challenge for enterprises.All kinds of research and investigation followed,however,little research can be found from the perspectives of customers on social media based on the brand values to the empirical ananlysis of global brand.In this study,we choose "Huawei","Lenovo","Haier" three well-known Chinese global brand,selecting the brand-releted UGVs and advertisings on social media as the research objects.Based on content analysis,this research relies on Schwartz's and Hofstede's value system to identify the Chinese consumers' perception on the three brands of brand values,and further exam the difference between the brand advertising and UGVs for providing a new way of thinking to the brand positioning of Chinese global brand.As the result shows,social media advertising conveys more brand values than traditional media advertising;both brand advertising and UGVs on the social media highlight the individual value dimensions are Stimulation,Self-direction and Hedonism,however,in the higher-order type of values,UGVs are Openness,Self-enhancement and Conservation,brand advertising are Openness,Self-transcendence and Self-enhancement.The data of brand advertising and UGVs in higher-order type of values are significantly different,indicating a difference between consumer perception and corporate perception.Compared to Chinese global brand values in the display of television advertising,the brand values of consumer electronics such as Huawei,Lenovo,Haier on social media are mostly correlated with American cultural values.Based on the Social Media,this study analyses the brand values of Chinese global brands from two different perspectives of enterprises and consumers,for enterprises,especially the global brand companies to study the local consumer experience,consumer evaluation of the product information and even brand positioning provides a new perspective.