Research On International Marketing Communication Strategy Of HUAWEI Mobile Phone Brand Based On Construal Level

Brand international marketing communication is the process of developing brand to overseas market,and target groups are more complex and diversified.There are two main problems:one is to determine the target audience of the brand in the new market;The second is to improve the marketing communication strategy,so that consumers can psychologically identify with the brand,and then increase the purchase of products.Therefore,it is of great significance to study this problem from the psychological level.This paper chooses HUAWEI as the research object.Among Chinese brands,HU A WEI is the first enterprise listed in Forbes global brand value list and Interbrand global top 100 famous brands,which has a strong research value.Firstly,this paper studies the above two main problems based on the theory of psychological construal level.From the perspective of the 4P framework of marketing eohununication,this paper analyzes the marketing communication strategies and status quo adopted by HUAWEI,and finds that,theoretically,four factors including product type,price level,charnnel diversity level and promotion mode will interact with individual interpretation level,thereby affecting the brand marketing communication effect.Secondly,through complex network analysis and modeling and simulation method,based on the interpretation level theory and the modeling idea of SIS virus transmission model,this paper establishes the differential equation of the proportion of HUAWEI brand buyers in consumer networks.The model was simulated on netlogo platform,and its influence on marketing communication effect was further analyzed by adjusting the matching degree of individual interpretation level and HUAWEI brand marketing communication strategy.That is to say,the size of communication threshold is related to the resistance of brand communication,which means that the resistance faced by HUAWEI brand in overseas marketing communication can be reduced by improving the matching degree of explanation level and product type,price level and promotion method.Then,through questionnaire survey,this paper conducts an empirical study on the influence of interpretation level on HUAWEI brand marketing communication.The empirical results show that:(l)the interaction between individual interpretation level and HUAWEI product types is significant.When the product is hedonic,individuals with high explanatory level have stronger purchase intention.When the product is practical,individuals with low explanation level have stronger purchase intention.(2)the interaction between individual interpretation level and HUAWEI's price level is significant.When the price level is high,individuals with high explanatory level have stronger purchase intention.When the price level is low,individuals with low explanation level have stronger purchase intention.(3)there will be no interaction between individual interpretation level and HUAWEI channel diversification level to affect individual purchase intention.(4)the interaction between individual explanation level and HUAWEI's promotion mode is significant.When freebies are used for promotion,individuals with low explanation level have stronger purchase intention.In the case of discount promotion,individuals with high explanatory level have stronger purchase intention.Finally,based on the current situation and problems of HUAWEI brand international marketing communication,marketing suggestions are put forward.