Generally, the following strategies should be adopted:

1. Break through the differences and give the brand a good name. There is an old Chinese saying: If the name is not correct, the words will not be correct. There is also a proverb in Latin that "the name predicts everything". In participating in the competition in the international and domestic markets, some companies did not fail in their products and services, but in their names and trademarks. Although the "Bat" brand electric fans produced by Nanjing Yangtze Machinery Factory are very popular in China, because bats are regarded as synonymous with evil and uncleanness in many countries, they had to be changed to "American" when entering the international market. Jiale". The famous "Elephant" brand battery in China has been ignored in European and American countries. The reason is not due to its own quality, but simply because Europeans and Americans often regard elephants as the embodiment of stupidity. Even a time-honored brand like "Goubuli" that has long been famous in the north has not been accepted by Hong Kong and Macao compatriots because of different customs - if dogs don't care, can people still care? So I had to reluctantly change "Goubuli" to "Goubuli". "Xiyingmen".

2． Change habits and rely on persuasion. Brand communication must conform to the habits of local consumers. Regarding the consumption habits of consumers in different cultures, in the process of brand communication, we must not use confrontation to go against the habits. So what will happen if we cater to consumption habits? Although this will not be rejected by consumers, it is also nothing new. Especially today, when products are becoming increasingly homogeneous, consumers will not find a reason to consume your products. In this regard, we should have the same attitude towards floods as Dayu did when he was controlling water: we cannot block them, and we cannot let them flow. The best way is to "channel" them. The purpose of "guidance" is to give consumers a new reason to consume your product, a reason that other similar products do not have.

3. Advertising spreads to find a reason for local consumers to buy. An important weapon for cross-cultural brand communication is advertising. Advertising communication is responsible for making local consumers aware of themselves and convincing them to buy products. Compared with domestic advertising, international advertising has its own characteristics because its appeal and target market are international. This is because different countries and regions have different social systems, different policies and laws, different consumption levels and structures, different traditional customs and habits, different natural environments, different religious beliefs, and the resulting different consumption concepts and market characteristics. Therefore, cross-cultural communication must consider the above characteristics. The reason why Nestlé's products sell well all over the world is because Nestlé uses different production lines and marketing advertisements in different countries to adapt to the needs, purchasing power, product preferences and shopping caused by differences in culture, geography, population, and economy. Different ways. Therefore, in international marketing, we must avoid transplanting the concepts of one culture into another; do not think that a certain marketing method that is successful in one place will also be successful in other places. A certain product sells well in one place but will not be successful in another. The land will have similar performance.