| Collection Title: | SIU Thesis | | Title : | The International Communication Strategy of Chinese Local Brands from the Perspective of Cross-Media Ecology | | Material Type: | printed text | | Authors: | Erchen Li, Author ; Manoon Tho-ard, Associated Name ; Thanaphan Boonyarutkalin, Associated Name | | Publisher: | Pathumthani: Shinawatra University | | Publication Date: | 2023 | | Pagination: | viii, 147 p. | | Layout: | Tables, ill. | | Size: | 30 cm. | | Price: | 1,000.00 Baht. | | General note: | SIU THE: SOLA-PhD-APC-2023-58
Thesis. [PhD.[Philosophy in Arts Performance Communication]]. -- Shinawatra University, 2023 | | Languages : | English (eng) | | Descriptors: | [LCSH]Branding (Marketing)
[LCSH]Communication
[LCSH]Digital media
[LCSH]Strategic planning
| | Keywords: | Brand internationalization, Cross-media ecology, Narrative strategy, Social construction | | Abstract: | According to the "China Internet Advertising Development Report", the overall size of China's advertising market reached 867.4 billion yuan in 2019, accounting for 0.88% of the gross national product (GDP). As the world's second largest advertising market, China is rapidly becoming the largest advertising market. However, the popularity and reputation of Chinese companies and brands in the global market ecology are still relatively weak. As latecomers in the international market, Chinese companies have relatively weak comprehensive strength. To a certain extent, they are affected by the negative image of the foreign country of origin and the narrative strategy of a single brand. On the other hand, for a large and complete industrial ecosystem, its front-end commercial marketing He brand operation and maintenance is faced with problems such as a single narrative framework, lack of high-quality content, lack of coordination in cross-media practices, and lack of sustainability in user migration, resulting in the potential of China's excellent traditional culture not being rationally developed. In this context, this study focuses on problem orientation, mainly adopts qualitative research methods, and conducts investigation and research on two samples of business owners and consumer groups. Starting from the contradictions and conflicts in reality, it seeks theoretical integration points for interpretation. Aiming at the current difficulties and problems in the international communication of Chinese corporate brands and IP construction and operation, from the perspective of cross-media narrative, by promoting social movement theory, framework connection strategies and cultural value consumption incentives, it explores Chinese corporate the direction and strategy of brand international communication systematic model innovation.
Through descriptive statistics and content analysis, combined with social movement and consensus theory from the perspective of social construction, and the reconstruction mechanism of IP brand value under the brand internationalization cross- media narrative, the research results are as follows:
First, the IPization of brands is a social community formed through media integration. Whether it is a domestic or international communication environment, the essence of brand IP operation is the social resonance of frame connection. Excellent brand IP itself is also the "attraction" and "catalyst" of cross-media integration. Second, as an important strategy for the improvement and innovation of brand IP construction and operation and maintenance models, cross-media narrative can promote the mutual integration between corporate brands and consumer groups, advertising creation agencies, media audiences, and media. Realize benign interaction and symbiosis with social culture, and promote the reconstruction of Chinese-style corporate brand IP operation value with unique cultural value. Third, the essence of a brand is to build an exclusive story world through products and culture. Therefore, exploring the narrative mechanism of the "story world" and "intertextuality" characteristics of cross-media narrative has special value and significance for the international communication, operation and maintenance of Chinese corporate brands. | | Curricular : | BALA/GE/MTEIL | | Record link: | http://libsearch.siu.ac.th/siu/opac_css/index.php?lvl=notice_display&id=28679 |
SIU Thesis. The International Communication Strategy of Chinese Local Brands from the Perspective of Cross-Media Ecology [printed text] / Erchen Li, Author ; Manoon Tho-ard, Associated Name ; Thanaphan Boonyarutkalin, Associated Name . - [S.l.] : Pathumthani: Shinawatra University, 2023 . - viii, 147 p. : Tables, ill. ; 30 cm. 1,000.00 Baht. SIU THE: SOLA-PhD-APC-2023-58
Thesis. [PhD.[Philosophy in Arts Performance Communication]]. -- Shinawatra University, 2023 Languages : English ( eng) | Descriptors: | [LCSH]Branding (Marketing)
[LCSH]Communication
[LCSH]Digital media
[LCSH]Strategic planning
| | Keywords: | Brand internationalization, Cross-media ecology, Narrative strategy, Social construction | | Abstract: | According to the "China Internet Advertising Development Report", the overall size of China's advertising market reached 867.4 billion yuan in 2019, accounting for 0.88% of the gross national product (GDP). As the world's second largest advertising market, China is rapidly becoming the largest advertising market. However, the popularity and reputation of Chinese companies and brands in the global market ecology are still relatively weak. As latecomers in the international market, Chinese companies have relatively weak comprehensive strength. To a certain extent, they are affected by the negative image of the foreign country of origin and the narrative strategy of a single brand. On the other hand, for a large and complete industrial ecosystem, its front-end commercial marketing He brand operation and maintenance is faced with problems such as a single narrative framework, lack of high-quality content, lack of coordination in cross-media practices, and lack of sustainability in user migration, resulting in the potential of China's excellent traditional culture not being rationally developed. In this context, this study focuses on problem orientation, mainly adopts qualitative research methods, and conducts investigation and research on two samples of business owners and consumer groups. Starting from the contradictions and conflicts in reality, it seeks theoretical integration points for interpretation. Aiming at the current difficulties and problems in the international communication of Chinese corporate brands and IP construction and operation, from the perspective of cross-media narrative, by promoting social movement theory, framework connection strategies and cultural value consumption incentives, it explores Chinese corporate the direction and strategy of brand international communication systematic model innovation.
Through descriptive statistics and content analysis, combined with social movement and consensus theory from the perspective of social construction, and the reconstruction mechanism of IP brand value under the brand internationalization cross- media narrative, the research results are as follows:
First, the IPization of brands is a social community formed through media integration. Whether it is a domestic or international communication environment, the essence of brand IP operation is the social resonance of frame connection. Excellent brand IP itself is also the "attraction" and "catalyst" of cross-media integration. Second, as an important strategy for the improvement and innovation of brand IP construction and operation and maintenance models, cross-media narrative can promote the mutual integration between corporate brands and consumer groups, advertising creation agencies, media audiences, and media. Realize benign interaction and symbiosis with social culture, and promote the reconstruction of Chinese-style corporate brand IP operation value with unique cultural value. Third, the essence of a brand is to build an exclusive story world through products and culture. Therefore, exploring the narrative mechanism of the "story world" and "intertextuality" characteristics of cross-media narrative has special value and significance for the international communication, operation and maintenance of Chinese corporate brands. | | Curricular : | BALA/GE/MTEIL | | Record link: | http://libsearch.siu.ac.th/siu/opac_css/index.php?lvl=notice_display&id=28679 |
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