Recently, the Sino-German Branding Institute's National Art Fund funded project "Training of Innovative Design Talents for Specialty Brands in the Yangtze River Delta" has invited the following experts to participate in the workshopLi Yan, Associate Professor, School of International Business, Yunnan University of Finance and EconomicsBringing courses to participants"Cross-cultural brand communication".
In her course, Associate Professor Li Yan delved into the impact of the global market on brand communication. She took the cultural adaptation problems faced by Haier in the international market as an example, showing theCollision and integration of local and foreign cultures in the process of globalization. Associate Professor Li Yan noted thatThe core of marketing is oriented to customer needs. By analyzing the case of the Old Quarter Tavern, she discusses how to engage customers by understanding their needs and providing social value.
Associate Professor Li Yan emphasized that culture forms the basis of understanding and interaction and influences our lifestyles and values.Cultural differences have a great impact on the entry of brands into overseas markets.She discussed the cultural conflicts, consumer biases and adaptive strategies encountered by international brands in the Chinese market. First, she mentioned the case of the Bully car advertisement that was blocked in the Shandong market due to inappropriate cultural elements, and then cited the cases of Nike and Lipang paint advertisements that were stopped because they offended national dignity. In addition, she discusses the failure of Colgate's advertisements during the Dragon Boat Festival to take into account the target market's consumption habits.
Associate Professor Li Yan emphasized thatTo successfully enter the international market, brands must conduct adequate market research, understand and respect the culture and customs of the target market, and adopt appropriate marketing strategies. She proposed three globalization strategies: total cost priority strategy, differentiation strategy and specialization strategy, illustrated by examples of brands such as OPPO, Xiaomi and Apple. Finally, Associate Professor Li Yan encouraged the participants to focus on the discussion related to specific brands and product design, and to jointly explore more possibilities to enter the international market.
Introduction of experts
Li Yan is currently an Associate Professor at the School of International Business and Economics, Yunnan University of Finance and Economics, and the supervisor of Master's Degree students majoring in International Business and Project Management. She holds a PhD in Chinese Linguistics and Literature and has conducted postdoctoral research at the Marshall School of Business at the University of Southern California. Since 2005, Associate Professor Li Yan has been teaching at Yunnan University of Finance and Economics (YUFE), where she is mainly responsible for international program development, student study abroad and foreign student management. She has established long-term cooperative relationships with more than 30 universities around the world and has facilitated a number of international cooperation programs, including cooperative programs with the University of Lumbria and Macquarie University in the UK. Associate Professor Li Yan has presided over a number of important research projects, including the National Art Fund project and provincial and ministerial-level projects, published more than 30 papers, and edited five textbooks. She was honored as an excellent instructor of the National International Business Elite Innovation Competition in 2018. Over the years, she has devoted herself to enhancing the internationalization ability of students, and has successfully sent more than 1,300 students abroad for exchange or master's degree, of which the percentage of those admitted to the top 100 QS universities has reached more than 60%.
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