Research On Cross-cultural Brand Strategy To Southeast Asia Of PY Technology Company

With the continuous development of science and technology and the popularization of smart phones,the demand for consumer electronic products and Bluetooth audio-visual products is growing explosively.At home and abroad exhibitions of consumer electronic products,the purchase volume of mobile phone accessories products has risen for six consecutive years.The industry of consumer electronic products and related accessories is developing rapidly.More and more Chinese independent brands begin to internationalize,and brand strategy is an essential part of brand internationalization.Xiaomi mobile phone has formed a certain influence in Southeast Asia,and also changed the old cognition of Southeast Asian consumers on China's mobile phone and accessories products.The demand for smart phone market has increased,bringing the demand for mobile phone accessories increasing year by year.Southeast Asian countries are one of the fastest growing economies in Asia.The consumer market of electronic products and major e-commerce platforms have been booming in recent years,with great market potential.PY company has been exploring overseas markets since 2013,but at present,its customer base is mainly European and American countries.The product positioning,product design and product price syst em of the original independent brand can not fully adapt to the market of Southeast Asian countries,and the overseas personnel management experience of P Y company is also lacking.In order to enter and quickly adapt to the important market of Southeast As ia,brand development is required Re plan and adopt appropriate and appropriate consumer habits and local culture strategies for products entering Southeast Asian market.This paper takes PY company as the research object,takes brand strategy,marketing and other related theories as the guidance,summarizes based on the literature research method,uses PEST analysis model,and conducts on-the-spot investigation to analyze the policies,economy,local electronic product market overview and local people's cultural environment of some countries in Southeast Asia.Through the SWOT method,combined with the development status and brand development planning of PY company and the advantages and disadvantages of PY products themselves,this paper analyzes the natio nal foreign trade policy,Southeast Asian economic,cultural and technological environment by PEST model,and analyzes the competitors,entry threats,substitutes threats,suppliers and consumers' bargaining power of PY brand products in Southeast Asian market by Porter five force model.Then it analyzes the product entry strategy,brand communication strategy and management implementation strategy.This paper explores the feasibility of each strategy,and then puts forward "fast model" survival strategy,double brand and other brand strategies and strategic objectives.It is expected that this paper will bring some reference value to the brand development of PY company in Southeast Asian countries,as well as the domestic enterprises of the same type in Southeast Asian countries.