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| 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 |
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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.”
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Received: 21 December 2021
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