Research on cognitive differences between Chinese and foreign cross-cultural brand communication design based on big data -- Taking Wahaha and Coca Cola as examples

Culture plays an important role in brand communication, but Chinese brands have been in the situation of “products without famous brands” for a long time. This situation has seriously reduced the competition level of Chinese brands in domestic and foreign markets. Through culture, the value of brands can be increased, and consumers’ brand awareness and purchasing power can be further increased. The results show that: (1) there are material culture and symbolic culture in the brand communication of cultural resources, which can be divided into four communication strategies, including material aesthetic symbol strategy, symbol differentiation performance strategy, consumer symbol identity strategy and diversified symbol consensus strategy. (2) The type of cultural communication in the host country (distance). This paper collects brand data in the form of “big data + questionnaire survey”. By comparing and analyzing the four strategies of Chinese consumers for Chinese local enterprise representatives (Wahaha) and international famous brand (Coca Cola) in the cultural distance, this paper explores the influencing factors of improving the brand image of Chinese drinks, It provides diversified development ideas for the internationalization of Chinese famous brands.

I. Introduction

With the rapid development of the Internet, there are more and more economic and cultural differences among countries. Consumers' awareness of their culture has increased. Young consumers belong to inclusive cultural groups. They are not only fond of the local culture, but also willing to accept the diverse cultures of the world. Based on the development reality of today’s multi-cultural coexistence, enterprises need to expand their thinking, take a broad view of the world, in-depth understanding of the differences between various cultures, take into account the development context, focus on the current valuable cultural aesthetics and personality, refine excellent national cultural resources, strengthen the spontaneous exploration of brand communication, and further enhance the application of brand cross-cultural communication. In recent years, by exploring the development track and main characteristics of cross-cultural communication of international brands, it is found that the success of international brands must be based on profound multi-cultural elements. In the process of transnational operation, international brands adopt inclusive brand communication strategies for different races, different cultural types and different cultural development stages^[1].