摘 要

在经济全球化的背景下，面对日益激烈的国际市场竞争，拥有强势的品牌文化并将之有效传播对于企业发展具有重要意义。同时，近年来人们对美的关注和追求使得化妆品市场迅猛发展并逐渐成为品牌文化研究的新焦点。

为了深入了解国际企业品牌文化的跨文化传播模式，本文基于品牌文化和跨文化传播理论，采用文献研究法、案例研究法和对比分析法，以三家知名化妆品企业——雅诗兰黛，资生堂和佰草集的品牌文化构建及其跨文化传播实践为例，比较分析了上述企业的品牌塑造方式和跨文化传播策略。最后，从塑造特色与本土化兼备的品牌文化，实行多重空间与时间的文化推广，彰显企业价值维护品牌美誉度，减少文化差异加强文化互动以及深化品牌文化内涵和渗透五个方面总结了适合中国企业的品牌文化跨文化传播策略。

本文在理论上丰富了品牌文化跨文化传播理论，为后续该领域的研究提供了重要借鉴。在实践上，对中国企业完善自身品牌建设、寻求合适的品牌文化跨文化传播方式具有一定的指导意义。

关键词：品牌文化；雅诗兰黛；资生堂；佰草集；品牌文化跨文化传播策略

Abstract

Under the background of economic globalization, facing the increasingly fierce international market competition, it is significant for enterprises to have a strong brand culture and spread it effectively. Then in recent years, people's attention and pursuit of beauty have made the cosmetics industry develop rapidly and gradually become the new focus of brand culture research.

Based on the theory of brand culture and cross-cultural communication, this paper takes the culture construction and intercultural transmission practice of three famous cosmetics enterprises -- ESTEE LAUDER, SHISEIDO and HERBORIST as examples, and uses literature research, case study and comparative analysis to compare and analyze the brand culture cross-cultural propagation strategies of the above enterprises to further study the brand culture transnational tactics. Finally, this paper summarizes the brand building and cross-cultural communion strategies suitable for Chinese enterprises from five aspects: building a brand culture with both characteristics and localization, carrying out cultural promotion from multifaceted space and time, highlighting enterprise value and maintaining brand reputation, reducing cultural differences and strengthening cultural interaction, deepening brand cultural connotation and penetration.

This paper theoretically enriches the results of the study about brand culture intercultural transmission, and provides important references for the follow-up researches in this field. In practice, it has significance for guiding Chinese enterprises to perfect their own brand construction and seek suitable brand culture cross-cultural communication strategy.

Key Words：Brand culture; ESTEE LAUDER; SHISEIDO; HERBORIST; brand culture cross-cultural communication strategy

Contents

1 Introduction 1

1.1 Research Background 1

1.2 Research Purpose 1

1.3 Research Significance 2

1.4 Research Innovation 2

2 Literature Review 3

2.1 Brand Culture 3

2.2 Cross-cultural Communication 4

3 Research Methodology 6

3.1 Subject 6

3.2 Instrument amp; Methods 6

3.3 Case Analysis 6

4 Results and Discussion 8

4.1 Enterprises' Basic Information 8

4.2 Enterprises' International Promotion of Brand Culture 11

4.2.1 Brand Design 11

4.2.2 Brand Marketing 12

4.3 Comparative Study: Similarities and Differences 18

4.4 Suggestions 21

5 Conclusion 24

5.1 Major Findings 24

5.2 Limitation amp; Expectation 24

References 24

Acknowledgments 27

The Cross-cultural Communication of Brand Culture of International Enterprises -- A Case Study of Cosmetics Industry

1 Introduction

• 1. Research Background

With the integration of global economy and the intensification of market competition, international enterprises need to have a brand with market advantages if they want to firmly occupy the world-wide market shares. And because of the increasingly significant role of culture in marketing, it is a compulsory course for enterprises to do well in brand culture and promote the cross-cultural communication of it. Brand culture is a combination of languages, aesthetic tastes, values, consumption customs, moral norms, lifestyles and so on that related to brand. It is the organic integration of brand and culture (Zhu, 2005). But this paper will mainly study the brand culture from its design, marketing and management. At the same time, the theory of cross-cultural communication was mainly used in the field of cultural psychology, such as the cases of emigration and overseas study. While this paper focuses on the communication mode, and studies the communication of brand culture from the aspects of communication materials, media, channels and means.

In recent years, women's upwardly social status and ascending wage level lead to their increased spending on personal image and beauty, which gives cosmetics enterprises a great market prospect. By studying this high-developing industry, rather new brand building concepts and cultural communication methods can be concluded, which provides suggestions for Chinese enterprises.

1.2 Research Purpose

Propagating brand culture has gradually become an important means for international enterprises to open up their worldwide market. However, because of different political, economic and cultural environments, few enterprises have good cultural integration with local conditions. This paper aims to analyze the experiences of several first-class cosmetics enterprises such as ESTEE LAUDER, SHISEIDO, and HERBORIST when they entered the overseas market, and also the brand culture strategies implemented in their internationalization process, searching for an appropriate way to promote brand culture in the international development of Chinese local enterprises.

1.3 Research Significance

By summing up international brand culture strategies, the obstacles during the Chinese enterprises' cultural internationalized process will be reduced. The result also promotes Chinese enterprises to effectively upgrade their brand value, brand personality, brand influence, so as to strengthen their core competitiveness when going global. Meanwhile, as a young subject, the study of cross-cultural communication of brand culture can provide some reference for the later researches.