跨文化背景下品牌代言传播策略分析

品牌代言传播成为许多公司品牌传播的战略性工具,而在跨文化背景下通常要面对价值观念、风俗习惯、宗教信仰和文化符号等障碍,因此,需构建品牌核心价值、企业战略目标、受众的消费诉求、所在地文化相匹配的"四位一体"的跨文化品牌代言传播策略模式。针对品牌代言传播在传播渠道、主体、受众等方面存在的问题,认为品牌代言可采取新元素开发的立体式、受众参与的互动式、公关参与的整合式等传播方式,同时,提出了加强品牌定位与管理、创新品牌传播模式等保障措施。

Brand endorsement communication has become a strategic tool for the dissemination of many company brands, but it often faces disorders in values, customs, religious beliefs and cultural symbols in the background of trans- culture. This paper puts forward the ＂ four - in - one＂ strategy model of trans - cultural brand communication which matches with brand core values, enterprise strategic target, audience consumer demands and local culture. In the light of communication channels, main body and audience, it believes that an integrated communicating way can be adopted for brand endorsement, such as three- di- mensional propagation, audience participation and public participation, and proposes the measures to strengthen the brand positioning and management and renew the communicating modes.