Study On Tea Brand's Strategy Of Intercultural Communication From The Perspective Of Cultural Identity

In recent years,with the accelerated pace of economic globalization and the rapid development of Internet technology,people have more ways to contact with different cultures in the world,intercultural communication between countries increasingly frequent and active.When intercultural communication is reflected in commodity market,it becomes the intercultural communication of the brand.Since the 1980 s,the study on intercultural communication is attracted more and more attention in the field of communication research.Among them,the theory of "cultural identity" was recognized as one of the classical theories of intercultural communication.Its theoretical framework,which was proposed by M.J.Collier and M.Thomas in 1988,said that cultural identity is refers to the individual and the cultural groups reach a consensus on the core symbols,the meaning framework and the code of conduct.And its process is established in the meaning system by negotiation between the communicators.TWININGS is a tea brands from Britain,which entered the Chinese market in 2006.It spreads its brand by the ways of intercultural communication which makes use of the intercommunity and differences in the Chinese and British tea culture.After that,the Chinese consumers will know and recognize TWININGS,while identify with the British tea culture.First,it uses "the royal",which is familiar to and Chinese and British and authoritative symbol for the two sides,as the core symbol of marketing in order to construct the identity of "Royal Warrant of Appointment Tea";Then,generating text and public relations strategies by the use of the intercommunity in the tea ceremony and tea art between Chinese and British tea culture,make Chinese consumers recognized TWININGS ' tea through the identification of the British tea culture;Finally,TWININGS emphasizes on spreading its special British tea process which is not the same as Chinese tea's so as to arouse the curiosity of Chinese consumers and brings them amazing experience of drinking tea.This paper takes TWININGS,introduces its brand development in the UK and the market exploitation in China.And analyses TWININGS' Strategy of intercultural communication in China from the perspective of Cultural Identity,tries to distils the experience of TWININGS which helps Chinese enterprises expand the brand in the worldwide.