品牌国际化中如何实现有效的沟通——基于社会运动理论的多案例研究

How to Achieve Effective Communication in Brand Globalization:A Multi-case Study Based on Social Movement Theory

如今,品牌国际化已是企业走进国际市场、树立全球性品牌的必经之道。对于跨国企业如何在国际市场中赢得竞争优势,学术界也展开了较多的研究。然而现有的研究大多聚焦于物质战略层面,而忽视了修辞战略对于品牌国际化的重要性,尤其对于新兴市场企业而言,通过有效的修辞沟通策略来削弱外国者劣势和减少东道国消费者的偏见已是迫在眉睫。因此,本文从社会建构视角出发,以社会运动理论为基础,以联想、三星、LG和星巴克为案例,运用多案例研究方法构建了品牌国际化沟通策略理论模型。该模型认为,跨国企业可以通过以下两个方面的努力来削弱外国者劣势:(1)构建一个好的品牌修辞沟通框架,具体包括详述策略、延伸策略和桥接策略;(2)通过引起消费者的框架联结的可信性共鸣、一致性共鸣以及通约性共鸣获取受众支持。本文拓展了跨国品牌沟通策略方面的研究,丰富了社会运动理论在营销领域的应用,并且为跨国企业尤其是新兴市场企业在跨国营销中的沟通策略制定提供了参考。

Nowadays, brand globalization is the route multinational enterprises must take to enter the international market and establish global brands. Many scholars have investigated how multinational enterprises gain competitive advantages in the global market and most of them focus on the material strategy studies. Few studies, however, have explored the rhetorical strategy of brand globalization, especially for emerging market companies. It is urgent to lessen the liability of foreignness and to reduce the prejudices of host country consumers by effective rhetorical strategies. Drawing from social movement theory with a social constructive perspective, this paper analyzes multiple cases of Lenovo, Samsung, LG and Starbucks, and constructs a brand international communication strategy model, which can reduce the liability of foreignness from two aspects： （1） to build rhetorical frames through amplification strategy, extension strategy and bridging strategy; （2） the rhetorical frames influence the consumers through the resonance of credibility, consistency and commensurability. This paper extends the research of transnational brand communication strategies, and enlarges the application of social movement theory in the marketing field. These findings may provide a reference for multinational companies to formulate communication strategy in transnational marketing, especially for emerging market companies.