A Comparative Study Of Chinese And Western Time-honored Brands Communication In Internet Era

Traditional Chinese saying “Good wine needs no bush” is not applicable for ChinaTime-honored brands in the twenty-first century any more. Chinese Time-honored brandsshould improve cross-cultural brand communication ability in the Internet era. Based oncross-cultural theory, this paper chooses100Top China Time-honored Brands Value List in2013and brand Coca cola as the sample of study, trying to explore the present situation ofChina Time-honored brands website construction. The paper aims to strengthen ChinaTime-honored brands communication effectiveness.The first chapter is the general introduction of this paper. It includes researchbackground, purpose of this paper, layout of this paper as well as the necessity andinnovation of paper. The second chapter is the literature review.Chapter three includes study of Internet communication of brands. Chapter two andchapter three contain theories of cross-cultural communication, domestic and overseasresearches and achievements of time-honored brands in cross-cultural communication. Theintroduction of Hofstede’s Value Dimensions is included. Besides, chapter three adoptsConfucian Dynamism as theoretical basis to analyze Chinese culture which is internalizedin China Time-honored brands. The paper also makes comparative analysis betweenWuliangye and Coca Cola’s brand communication strategy by means of ConfucianDynamism.The fourth chapter adopts quantitative method to analyze construction rate of ChinaTime-honored Brands English websites. There are totally five aspects that need to be takeninto consideration. They are website main color, website content, culture column,interaction between web pages viewers and enterprises, online marketing. The paper alsoanalyzes statistics and makes a summary of cross-cultural communication of time-honoredbrands.Chapter five makes a comparison between domestic brand (Wuliangye) and foreignbrand (Coca Cola). The comparison includes website characteristics and culturaldifferences by adopting Hofstede’s Value Dimensions.Chapter six is the conclusion part. China Time-honored brands have soberconsciousness to participate in global market by establishing English version websites. Buttheir consciousness is very weak. Confucianism not only affects China Time-honoredbrands but also affects brand Coca Cola to promote brand in international market. There arethree Chinese culture typical cores affecting brand Wuliangye and Coca Cola while they promote their brands in international market. They are harmony “He”, benevolence “Ren”and filial piety “Xiao”.After the analysis, this paper found out that both Wuliangye and Coca Colainternalized harmony in their brands communication while brand Coca Cola speciallyadopts cultural value filial piety into its brand value. Tongrentang internalized culturalvalue harmony into its brand. Chinese brands websites promote Chinese cultural values“benevolence, harmony,” while Western brand Coca Cola promotes both Chinese culturalvalues “harmony, filial piety” and western cultural values (freshness, vigor and freedom).