International And Domestic Yacht Brands Advertisement Strategies Comparison

At present, the great market potential and open-up economy policy is continuously attracting international brands to China. Among the new generation of consummation trend, yacht industry is becoming one of the important industries in Chinese economy. Many yacht agents from western countries are taking the opportunity and presents yachts with elegant appearance and high quality in Chinese rivers, lakes and on the sea which has formed a beautiful scene. The international brands as well as Chinese native producers have achieved a primary success in Chinese market.However, we can't help to ask questions:how can international yacht brands enter China and make primary success? Other than the reason of the increasing economic power, there still are two other reasons. On one hand, international yacht brand operators introduced the abundant and splendid yacht culture to China, especially the luxury goods culture; on the other hand, prestigious yacht brands has brought a completely new consummation ideas to Chinese people, especially to those who are successful and rich, i.e. elegance, romance, modern and rationality. The international yacht brand cast an image of high quality and romantic looking for their brands. All the images have something to do with international culture and tradition.There are mainly five chapters. First, Introduction gives a brief survey of the condition of International yacht brands entering China, changing life habits and consummation ideas of the Chinese people, creating culture effects and establishing culture images; then international and Chinese yacht market history, background, and status quo are introduced; finally past research on brand marketing strategy studies are reviewed.Chapter One analyzed from a cultural perspective the difference between international and domestic yacht brand naming, and pointed that culture differences are the ultimate reasons for the brand naming differences.Chapter Two researches how advertisement, an important brand marketing platform, performs brands' cultural connotation, symbol language etc. Also this chapter tries to figure out the culture marketing strategies of the brands;Chapter Three compared the difference between Chinese and western yacht websites. The difference cause is discussed too.Chapter Four elaborates the key points of translating international yacht brands name from English to Chinese and from Chinese to English;Conclusion reclaims that commercial goods and society cannot leave the cultural soil, and brands development has to pay attention to the power of culture. Culture studies is the theme of the paper; The paper select international yacht brands as research target, and the author tries to analysis culture phenomenon through a social and economic perspective, to find out the cultural connotation and value, especially when the brands conducting cross-culture strategies. From a cross-culture perspective, after the analysis of international yacht brands cultural effects and images, the conclusion of the paper is:international yacht brands as well as domestic yacht brands both have to pay attention to cross-culture factors. A successful commercial behavior has to be accord with native culture no matter it is a promotion of a product or a way of life. Commercial success now is also a cross-culture communication success, because economy globalization is part of culture globalization.