中国品牌国际传播的主要问题及对策

Main Problems in International Communication of Chinese Brands and Countermeasures

品牌国际传播在品牌大国建设与国家形象塑造中发挥着重要作用,其深远意义在国家新时代战略发展中日益凸显,加强品牌国际传播的研究与实践是中国学界与业界日益紧迫的课题。2022年5月25日,中国传媒大学广告学院举办了“中国品牌国际传播圆桌论坛”,几位专家学者就中国品牌国际传播存在的问题、深层原因、如何寻求路径突破等方面发表了自己的见解和看法,整理如下,以供参考。

International brand communication plays an important role in building brand power and shaping national image. Its far-reaching significance is increasingly prominent in the strategic development of a country in the new era. Strengthening international brand communication and its study is an increasingly urgent topic for Chinese academia and industry. On May 25, 2022, the School of Advertising of the Communication University of China held the China Brand International Communication Round-Table Forum, where several experts and scholars shared their opinions on the problems, the underlying causes, and solution on how to seek a breakthrough in the path of international communication of Chinese brands. The following is a summary of the discussions.