Welcome to Francis Academic Press

Academic Journal of Humanities & Social Sciences, 2022, 5(13); doi: 10.25236/AJHSS.2022.051301.

Cross Cultural Communication Strategy of Enterprise Brand under the Background of New Media


Du Xinman

Corresponding Author:
Du Xinman

Sichuan University Jinjiang College, Meishan, Sichuan, China


Effective brand communication in the cross-cultural context has become a key factor affecting the scale of overseas business expansion of enterprises. In order to improve the cross-cultural communication effect of enterprise brand, this paper carries out the research on the cross-cultural communication strategy of enterprise brand under the current new media background. Based on the needs of enterprise development and brand communication, define the principles of brand cross-cultural communication; Based on the development background of new media, this paper proposes communication strategies such as taking national image as the endorsement of enterprise brand, changing passive communication into active and multi-media platform brand communication, in order to provide innovative ideas for improving the communication effect of enterprise brand overseas and establishing excellent brand image.


New media; Enterprise brand; Communication strategy; Cross culture

Cite This Paper

Du Xinman. Cross Cultural Communication Strategy of Enterprise Brand under the Background of New Media. Academic Journal of Humanities & Social Sciences (2022) Vol. 5, Issue 13: 1-3. https://doi.org/10.25236/AJHSS.2022.051301.


[1] Hu Jing. In the digital era, the transformation of enterprise brand communication and the repositioning of media role[J]. Media Forum,2022,5(04):47-49. 

[2] Jiang Shanshan, Wang Zheng, Deng en, et al. Analysis on brand communication mode innovation of Internet financial enterprises from the perspective of new consumerism[J]. Enterprise Science And Technology & Development,2022(01):160-162. 

[3] Fan Sufeng. Black technology is full, "5g + 4K / 8K + AI" strategy injects stronger energy into enterprise brand communication[J]. Chinese Advertising,2022(01):98-100. 

[4] Gong Yiyue, Fangang Haobo. Research on the brand communication demand of private enterprises -- a case study of Yangzhong City, Jiangsu Province[J]. Public Communication Of Science & Technology,2021,13(17):107-109.

[5] Wang Zheng. On the current situation and problems of brand communication of Internet financial enterprises under the new consumerism[J]. Enterprise Science And Technology & Development, 2021(08):171-173.