Abstract
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.
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