Research On Cross-cultural Communication Of Luxury Brands

In recent years,the total consumption of luxury goods in China has increased day by day,and consumer demand for luxury brands has gradually increased.China,a market full of unlimited business opportunities,has gradually become the focus of luxury brand marketing.The basic characteristic of intercultural communication is cultural differences.The existence of cultural differences means that people may have communication barriers and barriers in communication and communication.The development of the Internet and new media technologies has placed the cross-cultural communication of luxury brands in an increasingly diverse environment.In order to enter the Chinese market,Western luxury brands are based on Chinese local culture and implement differentiated brand strategies to achieve the best communication effect.However,there are still some problems when it comes to cultural identity.The improper expression of China ’s territorial sovereignty and deep-rooted cultural prejudices have plunged luxury brands into trouble.Therefore,luxury brands must have a high degree of adaptability in cross-cultural communication,pay attention to experience and understand the differences between Chinese and Western cultures,and explore the deep similarities between cultures in order to use appropriate communication skills to communicate with the audience,Promote and spread brand culture well,occupy a favorable position in the fierce market competition.