The Research On Huawei Intercultural Brand Communication Strategy In Kyrgyzstan

With the economic globalization, the management of brand internationalization has become an irreversible trend.As everyone knows, the brand management of transnational spread within both in economic activity category, and belongs to a kind of social and cultural activities, and because of its dual activity attribute, the inevitable cultural differences caused by the collision of the face from different cultural systems.Chinese since joining the WTO, more and Chinese brand in the active implementation of international strategy, Shenzhen Huawei Technology Co Ltd is typical representative among them.Huawei as a well known Chinese private communication equipment suppliers in 1996 started the layout of globalization, and in the same year to enter market in Kyrgyzstan. Huawei the overall development of the market in Kyrgyzstan is a success, through it also meet some difficulties and conflicts, but more is to harvest, some experience of being ready to enter Kyrgyzstan and explore other Chinese brand internationalization path of Chinese enterprises have great reference value.This paper first describes the development process and Huawei brand in Kyrgyzstan sales performance, based on the analysis and research of Kyrgyzstan Huawei in product strategy, marketing strategy, media strategy and implementation strategy and a series of advertising strategies, summarize and lack of cross culture communication in Kyrgyzstan Huawei brand experience, and draws the conclusion: Chinese enterprises not only can success in the low-end manufacturing and can climb up the value chain, in the high-tech industry is still able to succeed –Huawei companies expand in overseas markets in the process but made attract people’s attention performance, also formed a unique competitive advantage, it all comes from the company’s strategy and staff of unremitting efforts.