How Can Chinese International Enterprises Break Through the Barriers of Cross-Cultural Communication through Event Marketing from the Perspective of Field——Case Study Based on Hisense Group
XU Hui，LI Yang，WANG Yajun
1.Nankai University，Tianjin，China； 2.Hebei University of Technology，Tianjin，China
Abstract：This study takes Hisense Group as the analysis object, and based on the field perspective, after re-identifying the types and change characteristics of cross-cultural communication barriers, deconstructs the internal process mechanism of enterprises breaking through cross-cultural communication barriers with the help of event marketing. The results show that the cross-cultural communication barriers mainly include information asymmetry and value heterogeneity, and both show dynamic changes. By constructing the marketing and social field, enterprises gather audiences in multi-cultural fields to carry out competition marketing activities. The activity focus shows an evolutionary trajectory of “transfer-communication-co-creation.” The competition marketing activities in different stages affect the audience’s psychological field, and the communication effect achieved from shallow to deep is shown as “cognitive isomorphism-association transfer-value sharing.”
许晖，李阳，王亚君. 场域视角下中国国际化企业如何通过赛事营销突破跨文化传播障碍——基于海信集团的案例研究[J]. 管理学报, 2022, 19(12): 1744-.
XU Hui，LI Yang，WANG Yajun. How Can Chinese International Enterprises Break Through the Barriers of Cross-Cultural Communication through Event Marketing from the Perspective of Field——Case Study Based on Hisense Group. Chinese Journal of Management, 2022, 19(12): 1744-.
