A Study On Cultural Values Of Chinese Brands Under The Background Of National Brand Strategy

The products manufactured and produced in China are spread all over the global market and are inseparable from the daily life of many consumers.However,the brand strength and economic strength of China are seriously unequal,it is in an embarrassing position of “big manufacturing but small brand”.It is very necessary to raise brand building to national strategy.The values of cultural are the same way of thinking among members of a society,the same way of thinking as other members of society,and the normative beliefs that individual behaviors must abide by.They are the core soul of brand building.The cultural values of brands reflected in advertising are strong support for consumer motivation and product selection.Based on the above background,this paper will put the research on the cultural values of Chinese brands under the background of national brand strategy,establish the theme of the analysis of the application of the cultural values of Chinese brands under the background of national brand strategy,and adopt the content analysis method to analyze the cultural values and application mechanisms presented by Chinese brand TV commercials under the national brand strategy background.This study contains a total of six chapters.The first chapter mainly introduces the realistic background of this research,and puts forward the research questions,research purposes,academic theoretical significance and marketing practice significance.The second chapter combs and summarizes the domestic and foreign literature on national brand strategy,"Made in China" and cultural values,and lays the theoretical foundation of this paper.The third chapter is the research method of this paper,which includes the collection of TV commercial samples,the extraction process of sample data and the encoding method.The fourth chapter describes the statistical analysis of sample coding results from three perspectives: overall,different industries and different brands.The fifth chapter discusses the statistical results of the fourth chapter,analyzes the values advocated by Chinese brands and the use of value elements in brand advertising.The sixth chapter proposes research limitations and future prospects based on the results of this paper.Through the study,the values that appear in lots of Chinese brand ads are “trustworthiness”,“knowledge”,“persistence”,“harmony”,“kindness” and “face”.Mobile communications,food and beverage,daily chemical and automotive and transportation industries focus on “trustworthiness”.The main values of real estate,new retail and pharmaceutical industries are “harmony” and “kindness”.Enterprises can mainly promote one or more cultural values in advertising.The value proposition of one dollar can achieve the effect of repeated reminding and reappearing,deepen consumers’ perception of products and attitudes towards brands,and multiple value propositions can help products and brands form a comprehensive understanding of consumer perceptions.