Status and Problems of Chinese Brand Cross-Cultural Communication

In recent years, with the development of Chinese international trade and the growing number of multinational business corporates, Chinese government and corporates began to pay more attention to the overseas communication of Chinese brands, raising the “Chinese brand strategy” to a national level. In this context, based on the previous studies, this paper proposes a theoretical framework for the relationship between cross-cultural communication and international performance of Chinese brands in the perspective of corporate strategy. The empirical theoretical model is tested by investigation data from 152 Chinese international enterprises. The results show that the strategies of cross-cultural communication and the means of communication of Chinese brands are affected by the enterprises’ external environment and internal resources. Meanwhile, the external environment, internal resources and cross-cultural communication strategies will directly influence the enterprises’ international business performance. On this basis, the authors put forward policy recommendations for the formulation of Chinese brand cross-cultural communication strategy.