The Research On Cross-cultural Marketing Of Domestic Clothing Brands In "the Belt And Road"

The implementation of “ the Belt and Road ” brand initiative,cross-culturalmarketing and put forward a new proposition,new challenges and new opportunities.The Ancient Silk Road and the Maritime Silk Road are famous lasted long road of the economic,trade and cultural exchanges,mainly because of China's silk,tea,porcelain and other goods with a respected reputation and brand reputation.Today,The Ancient Silk Road and the Maritime Silk Road historical and cultural symbols launched by “the Belt and Road ” initiative is an important strategy for a new round of reform and opening up in China.Its implementation effect,dimension,depth and breadth,and sustainability,from the perspective of brand construction analysis,can say in a certain extent depends on the brand of cross-cultural marketing strategies.To this,this paperIII expounds the environmental status of cross-cultural marketing of clothing brand from 5angles of economy,population,politics,culture and history,from the 4 aspects of product,channel,pricing and promotion,this paper combs the challenge of cross-cultural marketing of clothing brand;the quantitative analysis of the cultural differences between Chinese and “ the Belt and Road ” country,puts forward some corresponding strategies and suggestions combined with the actual case and the cultural differences in cross-cultural in practical application.Based on the dialectical analysis and previous research,the qualitative analysis and quantitative research,from two aspects: the influence of culture on marketing and the marketing status,study on “the Belt and Road” initiative under the chinese brand clothing to cross-culture marketing.The qualitative part by using the price differentiation theory model to show the present situation of Chinese brand clothing and cross-culture marketing significance,and then,it analyzes the environment of cross-cultural marketing from 5 angles of economy,population,politics,culture and history.It analyzes the challenge of cross-cultural marketing from 4 aspects: product,channel,pricing and promotion.The quantitative part through the cultural differences of the 5 latitude China measure and “ the Belt and Road ” countries along the 5 dimensions are: power distance,uncertainty avoidance,individualism and collectivism,rigidity and flexibility,long-term and short-term outlook.Then,combining practical cases and cultural differences in cross-cultural applications,we put forward targeted strategies and suggestions.Finally,the summary,shortage and prospect.The results show that:(1)China clothing exports to the original brand has certain comparative advantage of countries and regions of slowing growth,while exports to“the Belt and Road” country has great potential,this should strengthen cross-culture marketing of “ the Belt and Road ” country,improve the added value of brand culture;(2)The national culture,religion,language and other factors influence people's aesthetic taste and consumption intention,so "the Belt and Road" initiative,Chinese clothing brand must pay attention to and be careful to deal with these “cross-cultural” factors,to avoid falling into the “cultural ignorance” embarrassing;(3)In "the Belt and Road" cross-cultural marketing,heavy clothing brand in China is to strengthen the product culture,brand culture to avoid cultural taboos,image design in different target markets infectious;(4)In the face of great differences customs of “the Belt and Road”,Chinese clothing brand to different culture and determine the purchasing power of differentpricing strategies,such as product quality,can take their pricing alternatives reference pricing,pricing and consumption ability and willingness to uncertainty avoidance latitude pricing;(5)The development of cross cultural marketing promotion strategy,this can create and adapt to local culture,sports advertisement through local celebrity endorsements,establish local talent marketing team,through public relations marketing brand,Chinese from traditional culture,absorbing the nutrient for inspiration such as product design and marketing strategy from Chinese human geography.