Proceedings of the 3rd International Conference on Economic Development and Business Culture (ICEDBC 2023)

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Cross-Cultural Brand Communication in the Globalization Context: Nestlé Coffee’s Marketing and Communication Strategies in China

Authors
Kailin Wang1, Zhen Wu2, Shihua Lai2, Dingbang Liang3, Mingxuan Du4, Qianhui Ma2, *
1Qilu University of Technology, Jinan, 250301, Shandong, China
2Beijing Normal University - Hong Kong Baptist University United International College, Zhuhai, 519087, Guangdong, China
3Guangdong University of Foreign Studies, Guangzhou, 510420, Guangdong, China
4The National University of Malaysia, Selangor, 43600, Kuala Lumpur, Malaysia
*Corresponding author. Email: 2010199897@qq.com
Corresponding Author
Qianhui Ma
Available Online 26 September 2023.
DOI
10.2991/978-94-6463-246-0_48How to use a DOI?
Keywords
Cross-cultural marketing communication; Brand communication; International brands; Nestlé Coffee; Globalization
Abstract

With the globalization of the economy, cross-cultural marketing communication has become an inevitable trend in the world. As one of the earliest coffee brands to enter China, Nestlé Coffee has deeply impressed consumers with its high quality and effective brand marketing communication strategies. It has consistently maintained a leading position in the market through its retail channels, providing Chinese consumers with new lifestyles and a source of inspiration, while also aligning with the world. This article adopts a qualitative research approach, specifically the case study method, using Nestlé Coffee as a prime example to investigate the brand’s cross-cultural marketing and communication strategies in China. It aims to examine the brand’s marketing strategies and potential risks in the Chinese market, and also to draw insights that can be applied to cross-cultural brand communication as a whole. The goal is to study Nestlé Coffee’s brand marketing strategies and potential risks in China, providing valuable references for other foreign brands entering the Chinese market.

Copyright
© 2024 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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Volume Title
Proceedings of the 3rd International Conference on Economic Development and Business Culture (ICEDBC 2023)
Series
Advances in Economics, Business and Management Research
Publication Date
26 September 2023
ISBN
10.2991/978-94-6463-246-0_48
ISSN
2352-5428
DOI
10.2991/978-94-6463-246-0_48How to use a DOI?
Copyright
© 2024 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Cite this article

risenwbib
TY  - CONF
AU  - Kailin Wang
AU  - Zhen Wu
AU  - Shihua Lai
AU  - Dingbang Liang
AU  - Mingxuan Du
AU  - Qianhui Ma
PY  - 2023
DA  - 2023/09/26
TI  - Cross-Cultural Brand Communication in the Globalization Context: Nestlé Coffee’s Marketing and Communication Strategies in China
BT  - Proceedings of the 3rd International Conference on Economic Development and Business Culture (ICEDBC 2023)
PB  - Atlantis Press
SP  - 406
EP  - 413
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-246-0_48
DO  - 10.2991/978-94-6463-246-0_48
ID  - Wang2023
ER  -