Research On T Company’s Cross-cultural Marketing Communication Strategy In Indonesia Market

With the rapid development of global digitalization,the "Great Navigation Era" has become an important milestone in China’s overseas development.Short video is a high-growth field for top players.In the past,enterprises relied on domestic business experience to compete overseas,but in recent years,with the implementation of the "Belt and Road" policy,the new launch of China-ASEAN construction,the increase in demographic dividends,the improvement of Internet coverage and the expansion of economic scale,enterprises have begun Turning to high value-added businesses,such as technological innovation,marketing model innovation and brand expansion,Southeast Asia is increasingly becoming a new hub in the e-commerce field,bringing more development opportunities for enterprises.Indonesia is the fourth most populous country in the world and the most populous country in Southeast Asia.It has attracted many domestic companies to invest.However,due to various reasons,the results are often disappointing.Most companies eventually withdraw from the Indonesian market.However,T Company has been able to develop rapidly and has been continuously and widely spread among the Indonesian community.On the surface,economic activities take money as the medium for the exchange of goods,but behind it is culture playing a potential restricting role.Different countries and nations have different cultural backgrounds,and the differences in cultural backgrounds lead to the differences in human values and codes of conduct,which result in differences in politics,economy,system,society,art and other aspects.In addition,the culture of each nation also has its special characteristics,resulting in their writing,language,character,customs,habits and even eating habits and dressing style are also very different.Culture is the inherent and unchangeable potential consciousness of a country and a nation.Once there is a conflict,people will reject it.Therefore,in the context of overseas investment,the research on cultural differences and cross-cultural marketing communication is particularly important.This article aims to take T Company’s cross-cultural marketing communication strategy in Indonesia as the core case.First,it conducts a more in-depth study on Indonesian culture.It not only uses traditional political,economic,cultural and consumer characteristics to analyze the Indonesian market,but also uses Hofs Ted’s cultural dimension theory analyzes the cultural differences between China and Indonesia as the basis for the analysis of cross-cultural marketing strategies.The study found that although Chinese and Indonesian cultures belong to Asian countries and are relatively close in terms of power distance,collectivism tendency,and uncertainty avoidance,compared with China,Indonesian culture tends to be more feminine,short-term oriented,and indulgent.Secondly,based on Hofland’s persuasion model,this article conducts an in-depth analysis of how T Company formulates its own cross-cultural marketing communication strategy in the specific cultural background of Indonesia from multiple dimensions such as communicator,receiver,content,and context.In terms of information communicators,T Company chose an influencer marketing strategy based on the multi-ethnic and multicultural characteristics of Indonesia and the psychology of Indonesian consumers,and paid more attention to the cultivation and cooperation of small and medium-sized Internet celebrities.In terms of information transmission content,according to Indonesia’s high power distance and collectivism tendency,T Company has cooperated with the government and other local parties in various ways,launched many challenge activities,and updated them frequently.In terms of information context,T Company added functional design such as filters according to the preferences of Indonesian consumers on the platform application,combined with hot current events and incorporated a characteristic language style.At the same time,seize the opportunity of the Indonesian market to launch an e-commerce platform and cultivate local merchants and live broadcast operation teams.In terms of information receivers,according to the dimension of Indonesian femininity,low uncertainty avoidance and long-term orientation,T Company actively explores the hobbies of Indonesian consumers and uses Indonesian traditional festivals to further promote consumption.Finally,through the questionnaire survey of Indonesian consumers,the first-hand feedback data of Indonesian consumers on the marketing effect of the company was obtained,and consumers generally had a positive attitude towards the marketing effect of T Company.Then the potential risks of operating in Indonesia were proposed.This paper analyzes the cross-cultural marketing communication strategy of T Company in the Indonesian market,supplements the lack of related research on the Indonesian market,and has certain theoretical significance.From a cross-cultural perspective,help overseas companies to better understand Indonesia and the cultural differences between China and Indonesia from multiple perspectives,and through the analysis of successful T Company cases,provide advice on how companies can develop their own cross-cultural marketing communication strategies to expand the Indonesian market Some experience and enlightenment have certain reference significance for Chinese enterprises going overseas to Indonesia.