000			04001nam a22005415i 4500
001			978-981-97-1371-4
003			DE-He213
005			20251030112251.0
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008			240531s2024 si | s |||| 0|eng d
020			_a9789819713714 _9978-981-97-1371-4
024	7		_a10.1007/978-981-97-1371-4 _2doi
050		4	_aHF4999.2-6182
050		4	_aHD28-70
072		7	_aKJ _2bicssc
072		7	_aBUS042000 _2bisacsh
072		7	_aKJ _2thema
100	1		_aZhang, Jingyun. _eauthor. _4aut _4http://id.loc.gov/vocabulary/relators/aut _978077
245	1	0	_aCross-Cultural Communication of Chinese Brands _h[electronic resource] / _cby Jingyun Zhang.
250			_a1st ed. 2024.
264		1	_aSingapore : _bSpringer Nature Singapore : _bImprint: Springer, _c2024.
300			_aXXII, 356 p. 78 illus., 60 illus. in color. _bonline resource.
336			_atext _btxt _2rdacontent
337			_acomputer _bc _2rdamedia
338			_aonline resource _bcr _2rdacarrier
347			_atext file _bPDF _2rda
505	0		_aPreface -- Introduction -- Chapter 1 Status and Problems of Cross-cultural Communication of Chinese Brands -- Chapter 2 Implied Context in Cross-cultural Communication of Chinese Brands -- Chapter 3 Chinese Brand Cross-Cultural Communication Strategy: Psychological Distance -- Chapter 4 Cross-cultural Communication Strategy Model for Chinese Brands -- Chapter 5 "Bridge Crowd" Functions to Chinese Brands Cross-cultural Communication -- Chapter 6 Chinese Brands Narratives in Cross-cultural Communication -- Chapter 7 Cultivation of Chinese Luxury Brands and Cross-cultural Communication Strategies -- Chapter 8 Role of Consulting Companies in Cross-Cultural Communication of Chinese Brands -- Chapter 9 Case Studies -- Chapter 10 (Appendix): Interviews and Insight .
520			_aThis book presents theoretical insights into key aspects of Chinese brand cross-cultural communication, such as psychological distance, implicit context, brand narrative and influence of bridge crowds.This book applies the psychological distance theory of communication to study the psychological distance strategy of cross-cultural communication of Chinese brands from macro and micro perspectives, and proposes to resolve cultural differences by adjusting psychological distance. Based on the above theories,the authors construct the cross-cultural communication strategy model for Chinese brands, in which the following models have been proposed, such as the stages of globalization for Chinese brands, Internationalization of Chinese Enterprises (general as well as several application models).Chapter IX includes five cases studies, including Huawei, CRRC Yongji, COFCO, Yili Thailand and the " Walking Lunar New Year's Eve Dinner" project, which represent four types of brands: high-end equipment, fast moving consumer goods, high technology and cultural activities brand.This book not only provides readers with a broader understanding of brand cross-cultural communication research, but also offers practical suggestions for companies in emerging market countries , especially Chinese enterprises that are undergoing brand globalization.
650		0	_aBusiness. _958353
650		0	_aManagement science. _957941
650		0	_aCulture _xStudy and teaching. _966082
650		0	_aCulture. _959159
650	1	4	_aBusiness and Management.
650	2	4	_aCultural Studies. _958745
650	2	4	_aGlobal and International Culture. _966471
710	2		_aSpringerLink (Online service)
773	0		_tSpringer Nature eBook
776	0	8	_iPrinted edition: _z9789819713707
776	0	8	_iPrinted edition: _z9789819713721
776	0	8	_iPrinted edition: _z9789819713738
856	4	0	_uhttps://doi.org/10.1007/978-981-97-1371-4
912			_aZDB-2-BUM
912			_aZDB-2-SXBM
999			_c60424 _d60424