The Research on Cross-culture Integration Strategy forPlaceBrand Internationalization

DOI

10.2991/icmesd-18.2018.135How to use a DOI?

Keywords

Place brand,Internationalization,Cross-culture Integration,Cognitive rationality.

Abstract

The aim of this article is to help Chineseplace brand get the host country consumers’ acceptance and recognition. Through literature review, the research shows that explicit culture integration strategy, behavioral culture integration strategy and implicit culture integration strategy are the three components ofcross-culture integration strategy.The explicit culture integration strategy is changing the external manifestation of place brand, such as brand name and product image.The behavioral culture integration strategy means changing the place brand’s communication way, like the promotion method, the charitable behavior.The implicit culture integration strategy refers to changing the managing idea and marketing idea ofplace brand.

Copyright

© 2018, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

Download article (PDF)

TY  - CONF
AU  - Wei-Hong Zhao
AU  - Ping Chen
PY  - 2018/05
DA  - 2018/05
TI  - The Research on Cross-culture Integration Strategy forPlaceBrand Internationalization
BT  - Proceedings of the 4th Annual International Conference on Management, Economics and Social Development (ICMESD 2018)
PB  - Atlantis Press
SP  - 783
EP  - 787
SN  - 2352-5428
UR  - https://doi.org/10.2991/icmesd-18.2018.135
DO  - 10.2991/icmesd-18.2018.135
ID  - Zhao2018/05
ER  -