Cross-Cultural Communication Strategy Model for Chinese Brands

The Belt & Road Initiative (BRI) shapes a trans-regional spatial relationship in a class of its own–shared globalization of government and enterprise. On the ground of related studies, the author has established multi-dimensional integrated strategic communication model, which is a cross-cultural communication strategy model for Chinese brands. With shared management at the core, the model juggles globalization, nationalization and localization, and aligns “push” and “pull”, which is the embodiment of new cosmopolitanism theory of cross-cultural communication of brands in the diversified cultural context. Three stages make up the “push” strategy used by Chinese brands in cross-cultural communication strategy: “Going out” (expanding international business abroad), “Going in” (penetrating the local society), and “Going up” (forming brand personality). Based on Taoist “Tian”, “Di” and “Ren”, step for Chinese brands in cross-cultural strategy is: embody brand country origin, embody brand ethnicity, and become Chinese global brand. A general model of cross-border operation and sharing is put together in this section, with focus on shared contents, objects and methods. What follows is a case study on CRRC and JD, entailing analysis and verification of the model applied in cross-border operations of high-end equipment and retail platform.