“一带一路”背景下的民族品牌跨文化传播策略

Intercultural Communication Strategies of National Brands in the Background of the Belt and Road Initiative

民族品牌是一个民族的文化实力与经济实力的重要表现形式。在“一带一路”背景下,深入推进民族品牌跨文化传播的创新战略,增强民族品牌文化的渗透力,不仅有助于民族品牌文化价值的塑造与升华,还可以在国际市场领域为品牌经营与企业发展提供可持续发展的不竭能量。从民族品牌跨文化传播渠道的角度,根据当前民族品牌跨文化传播的实际情况,把握时代机遇、明确品牌路线、洞悉文化诉求、促进产业融合、构建立体化传播态势,探析新时代民族品牌跨文化传播行稳致远的前进之路。

National brands are important manifestation of cultural power and economic power.In the background of the Belt and Road Initiative,furthering creative strategies for cultural communication of national brands and strengthening its seepage force not only help form and improve its cultural value but also provide economic benefits for brand management and enterprise development in the international market.From the perspective of cultural communication of national brands and based on its actual conditions,this paper explores the road of promoting intercultural communication for national brands in the new era from aspects of taking the good opportunity of times,ascertaining brand route,fathoming cultural appeal,improving industry integration,and establishing multidimensional communication.