Research On Communication Effect And Improvement Strategy Of OPPO Thai Advertisement From The Perspective Of Dialogue Theory

With the formation of the new development pattern in which the domestic cycle is the main body and the domestic and international cycles are promoted by each other,the domestic cycle is continuously developed,and the competition pressure of Chinese brands increases gradually.If the brand wants to maintain sustainable and healthy development,it needs to get out of the predicament of internal volume and actively layout the overseas market.The dramatic changes in the epidemic have encouraged countries to strengthen the concept of a community of common destiny.With the increase in international trust of Chinese brands,good conditions have been provided for Chinese brands to go overseas.Chinese brands going abroad can not only expand the international influence of the brand,further open the international market,but also spread Chinese culture,enhance China’s cultural soft power is an important opportunity.As a Chinese mobile phone brand,OPPO occupies a place in China’s mobile phone market.With its successful development in China,actively expanding overseas markets has become one of its brand strategies.By investigating the effect of OPPO’s current advertising communication in Thailand,this paper hopes to summarize its existing communication experience,find the shortcomings and put forward suggestions for improvement,hoping to provide experience for other domestic brands to go to sea and enhance the competitiveness and influence of our brand in the international market.Promote the sustainable development of OPPO in the Thai market.OPPO mobile phone brand is one of the early Chinese brands to join the overseas team,and Thailand is its first overseas market.Starting in Thailand,OPPO sold the phone throughout Southeast Asia,and then tried Western Asia,Europe and other places.OPPO now has mobile phones in more than 50 countries and holds the No.2 position in Southeast Asia.This study selects the advertisements released by OPPO in Thailand as the research object,evaluates its communication effect from the perspective of Bakhtin’s classic dialogue theory,firstly conducts the survey on the overall background and communication effect through questionnaire survey,and then conducts targeted and in-depth interview on the research object by combining interview method.Thus,the advertising communication effect of OPPO brand in Thailand is concluded,and the existing problems of OPPO brand in overseas communication and the improvement strategies in the future are summarized.Dialogue theory has a long history.In the early stage of Chinese culture and Western culture,ancient philosophers advocated and advocated exploring truth and knowledge through "dialogue".In the study of dialogue theory,most people believe that the Russian literary theorist Bakhtin first proposed the concept of dialogue.Researchers regard the communication between the subject and the communicated at sea as a kind of dialogue,combined with literature review and summary,it is found that there are precedents of applying the dialogue theory to the field of advertising public relations.The use of dialogue theory in the study of communication effect can highlight the essence of the problem,so the evaluation of the communication effect can be investigated by using the dialogue theory.In order to make the dialogue theory more applicable,this paper uses Bakhtin’s dialogue theory to examine the relevant elements in the communication process: transforming the "public space" in the dialogue into the construction of communication channels and the viewing rate of advertisements in the process of advertising communication;The "difference" of the subject is transformed into the audience’s recognition of the advertisement under the integrated marketing communication;The "polyphony" and "carnival" of the dialogue are transformed into the audience’s discussion of OPPO advertisements.In this framework,combined with the results of questionnaire and interview,OPPO’s advertising communication effect in Thailand was evaluated.From this,it is concluded that there are three problems in content innovation,single localization strategy and lack of benign interaction channels.Then,it puts forward three major improvement suggestions: cross-regional and cross-field cooperation,establishing channel and content advantages,deep cultivation of local cultural connotation,optimizing the content direction of the brand and taking advantage of the bridge community advantages,"small incision" accurate communication.At the same time,the problems in this study are reflected and the factors that may cause the error are summarized.