The International Communication Strategy of Chinese Local Brands from the Perspective of Cross-media Ecology

Abstract

The research purpose of this paper is (1) the disadvantages of outsiders in the process of internationalization of Chinese enterprises; (2) problems such as single narrative framework of brand communication, lack of high-quality content, lack of coordination in cross-media practice, and lack of sustainability in user migration; (3) Rational development of the potential of China's excellent traditional culture. Based on this, this paper adopts a qualitative research method, conducts investigations and researches on business owners and consumer groups, through descriptive statistics and content analysis, combined with social movement and consensus theory from the perspective of social construction, and the reconstruction mechanism of brand value under cross-media narrative, the research results are as follows:

First, the essence of the brand is the social resonance under the frame connection. An excellent brand needs to be considered and maintained from a social and cultural perspective. Second, as an important strategy for brand operation and maintenance, cross-media narrative can promote positive interactions with consumer groups and social culture. Third, brands need to build an exclusive story world through products and culture.