Research On Localization Of International Marketing Communication Of Chinese Enterprises Based On The SICAS Model

As globalization continues to deepen,going abroad has become an important way for Chinese companies to enter international markets and achieve global development.Through going abroad,companies can gain broader markets,reduce costs,obtain more resources and technology,improve brand international recognition and influence,and thus achieve greater business development and better economic benefits.Chinese multinational companies often find themselves at a disadvantage in negotiations with international channels due to lack of high brand recognition during their overseas operations,and foreign consumers have no clear differentiation recognition or even unawareness of domestic products,limiting the sales of products abroad.To stand out in the competition of economic globalization,it is very important to formulate an international development strategy that suits oneself and promote one’s own brand.This paper takes Hisense Home Appliances as a case study to explore how to combine localization factors with consumer behavior models in the brand marketing communication of multinational companies,thereby enhancing their competitiveness in the international market.Firstly,this paper introduces the development process and brand strategy of Hisense Home Appliances in the international market,and analyzes the problems it faces in marketing communication in overseas markets.In response to these issues,the paper proposes a localization-based brand marketing strategy and practices it in conjunction with the SICAS consumer behavior model.Secondly,the paper briefly introduces the SICAS consumer behavior model and explores the corresponding brand marketing strategies formulated by Hisense in the UK market through a case analysis.Finally,the paper summarizes the framework of the localization and consumer behavior model combined with cross-border brand marketing strategies,and proposes some specific recommendations to help other companies improve their brand competitiveness in the international market.The results of this study indicate that the localization and consumer behavior model combined with cross-border brand marketing strategies can effectively enhance brand recognition and influence in the international market.This strategy can fully consider the local culture and habits of consumers while formulating corresponding brand marketing strategies based on various factors in the consumer behavior model,thus better meeting consumer needs and improving brand competitiveness.Therefore,this paper suggests that other companies should fully consider local consumers’ culture and habits and the various factors in the consumer behavior model while formulating corresponding brand marketing strategies during cross-border brand marketing,in order to better meet local consumer needs and improve brand competitiveness in the international market.