Research on Branding and Cross-Cultural Communication Based on Chinese Culture --Taking Florasis as an Example

Abstract

In recent years, Chinese cultural elements have become an important element for Chinese brands to rely on in order to enter the world market. However, the use of this element is still a major challenge for the new Chinese brands. The rise of Chinese brands in the global market has been the focus of many scholars and practitioners. This paper uses surveys, literature research, and case study methods to draw up cross-cultural communication strategies that are culturally appropriate for China. It is necessary to maintain the brands core culture in a changing market environment and adapt the product strategy to the local culture of different markets to appeal to a wider audience. However, the laws of the market in new scenarios cannot be studied and generalised by simple conjectures and individual cases, and many of the details and conjectures have not been tested in this paper. Therefore, this paper is more interested in providing new ideas and basic theoretical support for Chinese cultural brands with cross-cultural communication needs, while more in-depth theories will need to be developed and studied in the future.