Promotion Strategy on Multinational Enterprises Soft Power from Perspective of Cross-cultural Communication

摘要：

　　The author summarizes the theoretical origin, the relation between cross-cultural communication and soft power, the promotion strategy on the soft power of the transnational enterprises from the perspective of cross-cultural communication.This article studies how cross-cultural factors affect the soft power of in-depth analysis by describing the cultural, cross-cultural communication, soft power and other related concepts from a theoretical point of view, which aims at a cross-cultural perspective to explore how to improve the spread of cross-cultural influence and cultural identity, and thus helps improve the international soft power of the enterprises.

关键词： Cross-cultural Communication Soft Power Cultural Factors Brand Value

作者: GONG Kedi ZHANG Jingyun

作者单位: School of Art and Media, Beijing Technology and Business University, P.R.China,100048 School of Business, Beijing Technology and Business University, P.R.China, 100048

会议类型: 国际会议

会议名称: The Fourth(2014) International Academic Seminar of Softpower(第四届国际软实力学术研讨会)

会议地点: 济南

会议语种:英文

页码: 183-189

在线出版日期: 2014-10-01（万方平台首次上网日期，不代表论文的发表时间）