Research On The Construction And Communication Of Chinese Brands' International Image Under The Background Of Cultural Confidence

In the past 40 years of China's reform and opening up,the economic construction has made great achievements,but the Chinese brand in the international market has exposed the "two mismatches" that the soft power and hard power do not match,the reputation and the contribution do not match.Although this issue is related to the negative image of China's overall national image,it is more due to internal factors such as the lack of connotation,blurred image and insufficient communication of Chinese brands.In the background of increasing instability in the world trade environment,Chinese brands must optimize internal factors and use culture to enhance the international competitiveness of brands.First of all,this paper focuses on the core issues of Chinese brand “two mismatches”,and divides the main problems of Chinese brands into three aspects: consciousness,value and ability.From the perspective of consciousness,Chinese brands have long been at the bottom of the international division of labor system,and generally lack the awareness of self-packaging and self-communication.From the perspective of value,Chinese brands have no clear value appeal and brand culture connotation,and cannot bring unique value experience to consumers,only have instrumental meaning and no value attribute.From the perspective of ability,most Chinese brands have systematic defects in brand positioning,content theme,communication,update cycle,etc.,and it is difficult to achieve satisfactory communication effects.The theory of cultural confidence contains the possibility of solving the dilemma of Chinese brand international communication.Culture is the most distinct feature of a nation that distinguishes it from other nations.With Chinese culture to make up for the lack of Chinese brand culture and value claims,accompany with the systematic and intelligent update of communication strategies,Chinese brands can achieve brand differentiation,and maximize the value of the brands.Secondly,based on the theory of constructivist international relations,this paper proposes an interactive construction model of Chinese brand image with culture as the core.The brand image is built around the core values of the brand,and has the basic characteristics of universality,uniqueness,historicity and future in the horizontal and vertical dimensions.This paper refers to the social value framework of social psychologist Swartz,and proposes that the main conceptual elements of Chinese brand values are the collective value resources of tradition,kindness and security in this framework.This paper argues that the brand image construction conforms to the three basic construction dimensions of brand characteristics,brand initiation concept and brand source country culture.Product and brand characteristics are the most basic aspects that international consumers can reach;the brand creation concept gives the brand a unique charm.The legendary brand founder is the best spokesperson for the brand;the culture of the source country is a deep-level brand culture,which is the most important source of image for Chinese brands to distinguish them from other countries' brand image.This paper innovatively proposes the four carriers of Chinese brand transmission brand image: products and services,lifestyle,marketing network,technological innovation,these carriers are the main way to spread Chinese brand image in the new era.Finally,based on the global listening model theory and integrated brand communication theory,this paper innovates the international communication path and image management of Chinese brands in the context of intelligence.Facing the intelligent and socialized global media environment,Chinese brands need to use integrated communication methods to integrate user data,integrate content values,integrate presentation forms,integrate communication channels,and integrate communication effects.The integration of resources in the dimension maximizes the effect of communication.At the same time,the brand also needs to pay attention to the maintenance and management of the brand image,establish a sense of effect,responsibility and crisis awareness,obtain the maximum brand communication effect through the optimization of the communication process and various forms of auxiliary communication,and avoid complex risks.Timely save the brand crisis.