中国品牌跨文化传播历史分期及阶段性特征

Historical Periods and Periodical Characteristics of Intercultural Communication of Chinese Brand

中国开展对外贸易至今已有2000多年的历史,不过,现代意义上的品牌跨文化传播是在改革开放后才正式起步的。按照传播特征划分,改革开放以来中国品牌跨文化传播的历史大致可以分为四个阶段:人际传播探路的萌芽阶段(1978年至1992年)、组织传播发力的起步阶段(1993年至2000年)、多渠道传播提速的发展阶段(2001年至2007年)、传播方式不断创新的创新变革阶段(2008年至今)。每个历史阶段企业的传播意识、传播方法、传播模式不同,表现出不同的阶段性特征。

China began to develop foreign trades 2000 years ago, however, intercultural communication of brand in the modern sense started only after the reform and opening--up. According to characteristics of com- munication, the history of intercultural communication of Chinese brand since the reform and opening--up can be roughly divided into four stages： sprouting stage with interpersonal communication exploring the way （from 1978 to 1992）, initial stage with organizational communication playing a main role （from 1993 to 2000）, developing stage with multi--channel communication speeding （from 2001 to 2007）, innovation and change stage with communication patterns innovating （since 2008）. Each historical period has different communication awareness, methods and patterns, showing different periodical characteristics.