中国品牌海外营销传播的数字化变革

Digital Transformation of Chinese Brands'Overseas Marketing and Communication

技术和数据变革了品牌的全球化营销模式,不断创新营销手段和传播内容,成为数字化转型过程中中国品牌“出海”的必经路径。通过梳理中国品牌的海外营销传播事件,本文探讨了中国品牌在海外营销传播过程中表现出来的主要特征:即融合不同渠道、跨越媒介类型,贯通不同形式品牌接触点等;随后通过分析小米Redmi系列的海外营销活动,阐述其具有创新性的海外营销传播策略。

Through innovating marketing methods and communication content,technology and data have changed the global marketing model of brands,and become the only way for Chinese brands to"go overseas"in the process of digital transformation.By sorting out the overseas marketing communication events of Chinese brands,this paper discusses the main characteristics of Chinese brands in the process of overseas marketing and communication:integrating different channels,spanning media types,connecting different forms of brand contact points,and so on,then,by analyzing the Xiaomi Redmi series of overseas marketing activities,this paper expounds its innovative overseas marketing and communication strategies.