The Intercultural Communication Studies Of Chinese Brands From The Perspective Of Cultural Identity

At present,Chinese brands have entered a new stage of Intercultural communication.From the beginning of reform and opening up,the era of labeling without brands,to the establishment of independent brands gradually after China's entry into WTO,and then to the era when world famous brands continue to emerge under "Chinese Dream",Chinese brands have realized the vertical improvement of brand quality,value and pattern in more than 40 years.However,compared with foreign well-known brands,Chinese brands still have a certain gap in brand comprehensive value,brand history accumulation and brand communication awareness.To shorten the gap,cultural identity theory is not only the problem and direction of Chinese brands in Intercultural communication,but also the purpose of this study.To clarify the relationship between cultural identity and brand Intercultural communication is the premise of analyzing Chinese brand Intercultural communication with the theory of cultural identity.In Intercultural communication,the phenomenon of cultural identity is mainly reflected in cultural differences,cultural conflicts and cultural integration.Cultural differences exist objectively and inevitably,cultural conflicts are the result of ignoring differences,and cultural integration is the trend after resolving conflicts.In view of these cultural identity phenomena,combined with Edward Hall's three-level of culture's theory,the dimensions of cultural identity in Intercultural communication can be summarized as invisible,explicit and technical cultural identity.These three kinds of identity are gathered together in the brand Intercultural communication with culture as the core of brand value and identity as the communication pursuit.When applied to the Intercultural communication of Chinese brands,it is embodied in the invisible cultural identity with the national culture as the core,the explicit cultural identity characterized by the brand culture and the technical cultural identity based on the product culture.The problems of the three kinds of identity in Intercultural communication are shown as the lag of the concept of brand Intercultural communication,the lack of strategy and the singleness of the path.In response to the practical problems existing in the Intercultural communication of Chinese brands,the countermeasure put forward by the theory of cultural identity for the development of Chinese brands is to innovate the concept of communication,endorse the national image as the brand,and at the same time establish the idea of combining global thinking with localized communication;promote communication strategies,from the export of products,technology or capital to the export of culture,change passive transmission to active transmission and using cultural selfconfidence to obtain cultural identity;Expand the communication path,realize the integration of organizations,media and the public,and apply a variety of communication methods,such as advertising,public relations,sponsorship,exhibitions and so on,to create a Chinese,meaningful and differentiated brand Intercultural communication content.