Research On Brand International Communication Strategy Based On Stereotype Content Model

In recent years,although the scope of Chinese brands in the international market has steadily expanded,the Chinese brands on the whole are still confronted with the disadvantages than traditional international brands in terms of popularity,influence,and discourse power.In the overseas market,Chinese brands face various challenges and difficulties,one of which is the issue of stereotypes towards brands.Stereotype refers to a kind of prejudice and fixed impression formed by people towards a group or individual.In foreign markets,due to factors such as history,culture,and language,Chinese brands are often influenced by stereotypes,causing bottlenecks in the internationalization and rising brand value of Chinese brands.The stereotype content model(SCM)theory simplifies complex social cognitive approaches and studies social cognitive entities from a specific two-dimensional perspective of ability and enthusiasm(Cheng Jieting,Zhang Bin,Wang Xinjian,Guan Jian,2015).In recent years,the application of stereotyped content models in the field of international marketing has gradually enriched.With the maturity of big data and machine learning technology,natural language processing(NLP)technology has made it possible to quantitatively evaluate the attitude of corporate promotional texts.In 2020,Nicholas and Fiske released the "Comprehensive Stereotype Content Dictionaries Using a Semi Automated Method" for analysis and emotional scoring,quantifying "enthusiasm" strategy scores and"ability" strategy scores to evaluate the application effect of brand strategy.Based on the research conducted by Nicholas and Fiske,this article uses text analysis to rate the "enthusiasm" and "ability" of Huawei’s brand promotion text on the overseas social media Twitter platform.It adopts a research method that combines case studies and partial quantitative research methods.Taking Huawei as a brand case,it explores the combination of communication strategies that should be adopted in the process of brand internationalization,and analyzes the strategies at different stages of internationalization Effects of different host countries.Provide reference and inspiration for Chinese multinational brands,especially for technological enterprises,to build brand image.The research results show that in the process of brand internationalization,for Asian countries with relatively closer cultural distance,it is suitable to use more enthusiastic elements for brand communication;For Western countries with relatively distant cultures,elements that emphasize competence should be adopted to have a better impact on consumer perceptions.The Huawei brand in this article generally reflects the communication characteristics of technology brands,emphasizing strength and product promotion.For more Chinese brands to "go global",communication should be based on the comprehensive use of enthusiasm and ability elements in the host country and its own development stage,and the use of enthusiasm elements should be appropriately increased to narrow the distance with consumers in multinational markets,which can achieve better communication effects.