Proceedings of the 3rd International Conference on Economic Development and Business Culture (ICEDBC 2023)

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Analysis of Cross-Cultural Marketing Strategies for International Brands: The Example of Canon’s “Digital Preservation of Intangible Cultural Heritage” Project

Authors
Zhihao Liu1, Yulin Wang2, Huichen Yang3, Mingxuan Du4, Shihua Lai5, *
1School of Communication, Nanchang Institute of Technology, Nanchang, 330044, Jiangsu, China
2University of Sydney, Sydney, NSW, 2006, Australia
3Tianjin University of Technology, Tianjin, 300384, China
4Faculty of Economics and Management, National University of Malaysia, 43600, Bangi, Selangor, Malaysia
5Beijing Normal University - Hong Kong Baptist University, United International College, Zhuhai, 519000, Guangdong, China
*Corresponding author. Email: 1697458702@qq.com
Corresponding Author
Shihua Lai
Available Online 26 September 2023.
DOI
10.2991/978-94-6463-246-0_37How to use a DOI?
Keywords
cross-cultural marketing; Canon; intangible cultural heritage; digital preservation
Abstract

In the wake of the 2008 Wenchuan earthquake, Canon discovered that a large number of folk artisans who knew the language and history of the Qiang people had been killed and countless Qiang cultural heritage destroyed. As a result, Canon decided to use its core imaging technology to help preserve intangible cultural heritage in impoverished areas through its “Image for Good Strategy”. In the following years, the Canon project team documented the intangible cultural heritage projects of dozens of ethnic groups, including the Qiang, Miao, Bai, Dai, Yi, Zhuang, Li, Naxi and Han Chinese. This paper takes the digital preservation project of intangible cultural heritage initiated by Canon in China as the object of study, and adopts a textual analysis method to analyse the brand’s cross-cultural marketing strategy by summarising Canon’s intangible heritage preservation projects, so as to provide indicative suggestions for Chinese enterprises’ cross-cultural marketing .

Copyright
© 2024 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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Volume Title
Proceedings of the 3rd International Conference on Economic Development and Business Culture (ICEDBC 2023)
Series
Advances in Economics, Business and Management Research
Publication Date
26 September 2023
ISBN
10.2991/978-94-6463-246-0_37
ISSN
2352-5428
DOI
10.2991/978-94-6463-246-0_37How to use a DOI?
Copyright
© 2024 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Cite this article

risenwbib
TY  - CONF
AU  - Zhihao Liu
AU  - Yulin Wang
AU  - Huichen Yang
AU  - Mingxuan Du
AU  - Shihua Lai
PY  - 2023
DA  - 2023/09/26
TI  - Analysis of Cross-Cultural Marketing Strategies for International Brands: The Example of Canon’s “Digital Preservation of Intangible Cultural Heritage” Project
BT  - Proceedings of the 3rd International Conference on Economic Development and Business Culture (ICEDBC 2023)
PB  - Atlantis Press
SP  - 301
EP  - 310
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-246-0_37
DO  - 10.2991/978-94-6463-246-0_37
ID  - Liu2023
ER  -