Research On The Intercultural Communication Of Local Sports Brands

Since China joined the WTO. Chinese enterprises are facing the fierce competition with transnational corporations. Go out of the country and to the world market is the only way which must be passed for its survival and development. At the same time, China’s sports industry has great strides with the whole world. For specific performance, the local sports brands have more appeals on international promotion. But in the global market view, although the brand influence or actual strength, the local sports brands are still in obvious weak status. There is a big gap to the Frontline brands. Facing the problem, the local brands remain in the primary stage of the internationalization. China’s sports industry needs a number of global brands to enhance energy. In this respect, Lining and the peak is on the front of it. They use a variety of marketing strategies to open up the target market. If the local sports brands want to conduct a comprehensive strategy of Globalization, certainly the can not avoid the bank of culture.Sport as a special element which sharing culture. It has many advantages is richly endowed by nature, and it also has a special status in intercultural advertising communication. These articles proceeded from the sports culture characteristic, making a deep analysis on the theory origin and practice effect value of intercultural communication system. List lining and Peak the two local sports brand representatives as examples. Use the case studies and comparative research methods. Focus on the analysis of the two brands in intercultural advertising communication in the implementation of the marketing strategy. And contrast with the international famous sports brand NIKE. Interpret the rules and strategies in intercultural communication. Obtain the following conclusions:it is very important to make a good use of system variables of cultural differences; it will lead to effective intercultural communication. Advertising as an important way of intercultural communication, it will neither completely disregard the audience culture nor deviate from the original value of culture in intercultural communication. So, the real practical and powerful intercultural advertising is based on the local culture, and actively seek the communion with the target culture. Consider the appeal of two cultures that run parallel. Finally the article puts forward to how to improve advertising effectiveness lies in the innovation of advertising’s content, form, technique and the deep demand. Providing the dredge and warning functions which will help domestic sports brand to develop the international market.