如何应用国家文化原型实现品牌的国际化传播——基于中国品牌海外社交媒体广告的多案例研究

本文基于中国品牌海外社交媒体广告的多案例研究,深入探讨了基于国家文化原型的品牌国际化传播策略,并检验了不同应用策略在不同情景下消费者反应的差异。研究表明:(1)国家文化原型资源可以根据文化层次和文化类属分为4种不同的组合方式,相应地,品牌文化原型应用策略也可分为工具性审美、差异化表现、目标消费者认同、全球共识意义获取四种类型;(2)东道国类型(文化距离近vs.远)、企业国际化发展阶段(初期vs.快速发展期)以及企业的传播诉求(产品vs.品牌)会对不同应用策略的传播效果产生影响。本研究不仅丰富了品牌国际化的研究成果,还可为新兴市场企业如何应用国家文化原型助力品牌的国际化传播提供指导和借鉴。

How to Apply the National Culture Archetype to Realize the Internationalization Spread of the Brand: Based on a Multi-Case Study of Chinese Brand' Social Media Advertising in Foreign Country

In the context of global consumer culture, consumers not only have a preference on the global stan-dard culture, but also are willing to accept and understand the diverse local culture. Current research suggests thatmultinational brands can apply national cultural archetypes in their internationalization process and gain internationalconsumers’ recognition through spreading and highlighting their unique cultural resource advantages. However, the na-tional culture archetype application strategy in the process of brand internationalization in emerging markets is still inthe early and immature stage, which may lack theoretical guidance and unable to copy the experience of westernbrands. Previous researches have pointed out that the cultural archetypes using can be single element/multi-element,material/symbol extraction or mixing, but this application mode is single-track and static, which doesn’t explain wellthe core connotation of cultural archetypes application strategy in the brand dynamic internationalization developmentprocess, as well as the strategic differences in brand communication in different conditions.This study constructs the brands internationalization communication strategy mode which is based on nationalcultural archetypes. The model includes: exploring the four cultural archetypes application strategies in the process ofbrand internationalization;and investigating the consumers’ response towards different cultural archetypes applicationstrategies under different contexts. This study selects Huawei and Hainan Airlines as research objects and conducts acase study of these two brands’ social media advertising on Facebook and Twitter. Meanwhile, in order to make upfor the shortcomings of the case-only research method, this study also adopts partial quantitative methods to improvethe reliability and validity. This study finds that:(1)Research has showed that the cultural archetypes, which havebeen applied in these cases, could be divided into four assembling types according to cultural level and cultural cate-gory;in addition, different assembling types could be detailed into four applying strategies, which are instrumentalaesthetic, differentiated performance, target customer identity and global consensus meaning.(2) The developmentstage of brand internationalization(initial vs. rapid development stage)and communication appeal of brand(productvs. brand)can affect the formation of cultural archetypes application strategies;and the type of host country(namelycultural distance between home and host country)can affect the cultural archetypes application strategies’ impact onconsumers’ response.This study provides several substantive contributions. First, this study constructs a communication strategy modelof emerging market brand based on national cultural archetypes. Previous studies mainly discuss the application ofcultural archetypes at a certain point, that is, those studies are all static. However, brand internationalization is a dy-namic development process, which means that in different stages of brand internationalization, its promotion strategywill also change dynamically. Thus, the application strategy of national cultural archetypes should also evolve dynami-cally. Second, this study finds some boundary conditions, like the type of host country, the development stage ofbrand internationalization and communication appeal, which enriches the existing literature of relevant research andimproves the universality and contingency of research conclusions.