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000 nam5i
001 2210080934262
003 DE-He213
005 20250321105349
007 cr nn 008mamaa
008 240531s2024 si | s |||| 0|eng d
020 a97898197137149978-981-97-1371-4
024 a10.1007/978-981-97-1371-42doi
040 a221008
050 aHF4999.2-6182
050 aHD28-70
072 aKJ2bicssc
072 aBUS0420002bisacsh
072 aKJ2thema
082 a650223
100 aZhang, Jingyun.eauthor.4aut4http://id.loc.gov/vocabulary/relators/aut
245 00 aCross-Cultural Communication of Chinese Brandsh[electronic resource] /cby Jingyun Zhang.
250 a1st ed. 2024.
264 aSingapore :bSpringer Nature Singapore :bImprint: Springer,c2024.
300 aXXII, 356 p. 78 illus., 60 illus. in color.bonline resource.
336 atextbtxt2rdacontent
337 acomputerbc2rdamedia
338 aonline resourcebcr2rdacarrier
347 atext filebPDF2rda
505 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 aBusiness.
650 aManagement science.
650 aCulturexStudy and teaching.
650 aCulture.
650 aBusiness and Management.
650 aCultural Studies.
650 aGlobal and International Culture.
710 aSpringerLink (Online service)
773 tSpringer Nature eBook
776 iPrinted edition:z9789819713707
776 iPrinted edition:z9789819713721
776 iPrinted edition:z9789819713738
856 uhttps://doi.org/10.1007/978-981-97-1371-4
912 aZDB-2-BUM
912 aZDB-2-SXBM
950 aBusiness and Management (SpringerNature-41169)
950 aBusiness and Management (R0) (SpringerNature-43719)
Cross-Cultural Communication of Chinese Brands[electronic resource] /by Jingyun Zhang
Material type
전자책
Title
Cross-Cultural Communication of Chinese Brands[electronic resource] /by Jingyun Zhang
Author's Name
판 사항
1st ed. 2024.
Physical Description
XXII, 356 p 78 illus, 60 illus in color online resource.
Keyword
This 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.
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