Research On Cross-border Brand Communication From The Perspective Of Symbolic Interaction Theory

With the full prosperity of commodity market,consumers have more and more choices.At the same time,the growth of per-capital income level directly promotes the upgrading of consumption demand,and people begin to turn to better consumption experience.In the current market environment,brand competition is increasingly fierce,and more and more brands spread their brands through various marketing methods.In the Internet era,due to the change of the social demand pattern,relying on the brand itself has been unable to meet the needs of consumers.On the one hand,the brand starts to seek diversified connotations to enrich itself;on the other hand,it seeks other partners to meet the needs of consumers and endow the brand with extra value and meaning.Brands have to find a way to cross the boundary,cross-boundary marketing is a series of activities of brand cross-boundary communication.It has become one of the most commonly used methods in brand marketing.Through such marketing methods,unique brand symbols are created,which will promote the occurrence of consumer behavior,so as to make the brand obtain greater benefits.However,judging from the market experience,the brand communication effect created through crossover seems to be unsatisfactory.Therefore,based on the analysis of the market situation of crossover brands,this paper mainly uses the hot theory of symbolic interaction theory in sociology to analyze brand crossover communication,and explores the main problems in the process of brand crossover communication activities.Specifically,this paper firstly constructs the symbol of crossover brands from the perspective of semiotics through literature analysis,and analyzes the interactive symbol of two different brand crossover modes.Under the premise of the common meaning of "consumption",crossover brands take "symbol" as a bridge to interact with consumers,and interpret the new understanding of brand cross-border communication in consumers' individual environment,social environment and self-interaction from the perspective of sign interaction theory.Then search for data analysis of trans boundary interaction between brand,through 500 questionnaires investigation and based on Keller brand symbolmeaning of 10 different layers of the interests of consumers in-depth interviews,to brand functional experience,emotional experience and brand symbol experience as the dimension,consumers in the attitude,emotion,behavior three aspects for consumers to interact with the brand of investigation for descriptive statistics and interactive analysis.Finally,according to the interactive factors that affect consumers' cross-border communication of brands at the present stage,problems and solutions are proposed from the perspective of symbolic interaction theory.According to the research findings,the brand cross-border communication thinking is solidified,there is a crossover for the sake of crossover and ignore whether the crossover symbol is accepted by the audience,there is no strong emotional identification of the crossover brand.In the study of crossover brand symbols,the role of symbols in different crossover modes is also quite different.In the product crossover,the creation of image symbols,the text symbols and the consumption ritual indicator symbols are the main carriers of the communication between consumers and crossover brands.In the cross-boundary channel,the brand will distribute the right of discourse and the right of communication to a third party,and the meaning will be transmitted by offline salespersons or online customer service staff.In this interactive ceremony,the communication between the two parties is carried out through the interactive symbols composed of special linguistic symbol sand non-linguistic symbols.The role of the crossover brand is both as a content publisher and a communication leader,and the consumer is a participant in this interactive ritual.Secondly,consumers are not fixed in the meaning of "symbol" in the context of modern consumption.In terms of brand functional experience,consumers are more willing to have multi-dimensional functional experience of cross-border commodities and surpass the original brand in its practicability.For example,in the questionnaire on the satisfaction of crossover products,we found that there was a direct positive influence on the functional satisfaction of consumers on the crossover products.In the emotional experience of brands,consumers' brand support for crossover brands is also correlated with brand cultural beliefs.In terms of brand symbolic experience,"symbolic" consumption also represents individual consumption and symbolizes self.Because of the symbol complexity,crossover products derived from crossover brands are regarded by consumers as symbols for pursuing self-identity and personality.They believe that crossover brands have more abundant self.-elements than original brands,which is the expression of personality.Finally,based on the previous questionnaires and interviews,we put forward problems and optimization Suggestions from the perspective of symbolic interaction theory on the three dimensions of brand cognition,brand attitude and brand behavior.Create appropriate cross-border product symbols,and establish the appropriate consumer consumption context to enable the cross-border brand to carry out meaningful communication with consumers.